2024 has been a transformative year for creator marketing, marked by substantial shifts in the size, shape, and direction of the industry. As we approach 2025, it's clear that creator marketing has moved well beyond a "marketing footnote" and is now a centrepiece of strategic brand conversations in boardrooms globally. 

This year, we've seen a continued evolution driven by new platforms, shifting regulations, and innovative campaigns. Let's take a closer look at some of the trends, regulatory changes, and platform pressures that defined 2024 and will continue to shape the coming year.

Industry trends: Bigger campaigns with broader horizons

2024 saw brands investing in creator partnerships on a larger scale than ever before. It's not just about the volume of campaigns; it's about their diversity and depth. While Instagram and YouTube remained dominant, newer players like TikTok, Twitch, and emerging platforms such as Kick [what is Kick?] have expanded what "influence" means. Campaigns that went beyond surface-level endorsements were at the forefront, with more brands placing trust in creators to interpret campaigns in their own authentic voices. We've witnessed initiatives where creators were given space to innovate, focusing on storytelling over product plugs, generating genuine connections rather than simply chasing impressions or clicks.

This human-centric approach speaks to an evolving understanding of creator marketing: that at its core is about fostering relationships and co-creating messages that resonate authentically with audiences. This trend of deeper collaborations is not only shaping influencer campaign structures but also transforming the role of agencies in bridging the gap between brands and creators. Many agencies are transitioning from simply being intermediaries to taking on more advisory and curatorial roles, focusing on brand safety, alignment of values, and ensuring long-term partnerships. This is definitely in our experience.

Regulation in 2024: A Year of adjustment and accountability

2024 was also a significant year for regulatory developments in the creator space. Around the world, regulators and governments placed more stringent expectations on how paid collaborations are disclosed, aiming to foster greater transparency for audiences. The UK’s Advertising Standards Authority (ASA) continued to crack down on unclear sponsorship declarations, pushing for influencers to adhere more strictly to transparency guidelines. In the United States, the Federal Trade Commission (FTC) updated its endorsement guidelines, with a particular focus on how social media creators disclose brand partnerships, ensuring audiences are fully informed when content is sponsored.

The European Union also took strides in implementing the Digital Services Act, with new requirements for influencer platforms to be more accountable for the type of content shared and the associated advertisements. This has put pressure on platforms to introduce stricter self-regulation and greater clarity regarding monetized content.

Platform pressures: Tech innovations and regulatory pushbacks

Many of the major platforms have felt the squeeze from both regulators and market demands. In 2024, TikTok introduced more robust features for tracking influencer campaigns, including enhanced metrics around viewer engagement and sentiment. YouTube continued its push for Shorts, offering more competitive monetisation options aimed at supporting short-form content creators.

Meta's Instagram, meanwhile, had to respond to increasing scrutiny regarding data privacy and advertising transparency, leading to the introduction of new privacy features that provide users more control over how they interact with sponsored content. The focus across platforms has largely been on building trust, both for creators and their audiences and ensuring the sustainability of the creator economy through tools that foster clearer communication and accountability. But not far enough according to many industry professionals and lobby groups.

Looking ahead to 2025: Predictions and opportunities

What does 2025 hold for creator marketing? If 2024 was about solidifying and regulating, 2025 will be about refinement and growth. Expect to see platforms continuing to innovate around tools that make it easier for creators to prove the impact of their work. There will also likely be a stronger emphasis on first-party data as brands try to navigate privacy restrictions and stay compliant while still personalizing content.

Agencies will play an increasingly important role in educating brands, not only about what constitutes a meaningful collaboration but also about the nuances of brand safety in an evolving landscape. We also predict a rise in niche platforms catering to more specific audiences, as brands look to leverage the power of micro-influencers who bring highly engaged and engaged followers.

Creator marketing in 2025 will be about smarter, more deliberate partnerships. We expect creators to take on even more influential roles, moving from "nice-to-have" partners to indispensable collaborators who are involved in content strategy from the outset. There is a continued shift away from short-term, transactional engagements towards campaigns that prioritises true authenticity and true collaboration.

The creator economy is at a pivotal moment, one that requires adaptability, innovation, and a deeper understanding of influence and trust. As we step into 2025, the key question for brands will be: How do we not just harness creator voices, but empower them in a way that drives genuine, meaningful impact? The answer lies in understanding that behind every metric is a person, and behind every great campaign is a collaboration rooted in authenticity and trust.

RippleXn is at the beginning of our journey. Our vision is to power, support and nurture the creator economy. By understanding where the industry is going, wants to go, we strive to create innovative products and services to help brands, agencies and eventually creators do more, better.

A big thank you to our investors, our clients, our test partners, our internal teams and all those people in the wider industry who are making this better for everyone.

2024 has been a big year, we, the RippleXn team, are looking forward to 2025.