A new survey conducted by CreatorIQ, “State Of Creator Marketing Trends and Trajectory 2024-2025”, revealed that 94% of companies believe that influencer content generates more return on investment (ROI) than traditional digital ads, establishing a 20% increase compared to the year 2023.
The survey also showed that brands' investment inCreator Marketingincreased by 143% in the last four years. This number is even more significant among large corporations, which reported an average of 1.7 million dollars in marketing investment with creators.
The report also indicates that 74% of organizations increased their investments in influencer marketing year after year, representing a 19% increase compared to 2023. And it won't stop there, as 78% of companies expect to invest more in creator marketing in the next two years, according to the survey.
According to Fabio Gonçalves, an expert in the influencer marketing industry, influencer content has been the most effective in marketing campaigns because it brings an authenticity that modern consumers increasingly value. According to him, instead of a direct sales approach, the influencer positions themselves as someone the audience trusts, recommending products that are already part of their routine and creating a more organic and highly effective consumption experience.
“Unlike traditional ads, influencer content has the power to reach very specific audiences, with personalized language. When a follower interacts with an influencer, they are not just viewing an ad; they are talking to someone who understands their needs, which increases engagement and significantly increases the return on investment,” he explains.
In the professional's opinion, the increase in investment by brands is due to the fact that they increasingly understand that the value of influencer marketing goes beyond exposure: “This modality allows for a closer relationship with the public, who feel greater confidence in the recommendations made by creators they already follow and admire. This type of proximity justifies the increase in investments, especially among large corporations, where every dollar invested in influencer marketing has the potential to impact long-term returns.”
Fabio is the International Talent Director at Viral Nation, a Canadian influencer agency that is one of the pioneers in the influencer marketing industry. According to him, the company has been a pillar in the growth of this segment by connecting global brands with authentic influencers who understand and connect with their audiences.
“Our commitment is to support both businesses and creators with personalized strategies and data-driven insights, ensuring that each campaign not only reaches, but also deeply impacts the right audience. This approach is what continues to propel the industry to a new level of credibility and return,” he concludes.
METHODOLOGY
CreatorIQ's research, in partnership with Sapio Research, involved 1,138 respondents, including 457 brands, 445 agencies, and 231 creators from 17 different sectors. The current insights were combined with five years of research data, conducted from 2020 to 2024.
