"They're moving spend out of paid media that they would have previously done on linear TV, like big ad spots, and chopping that up and using it to bolster and support the creator economy,"
"Affiliate marketing is no longer an add-on or an emerging opportunity; it's a foundational revenue stream for creators, and the same for brands,"
Marketing spend on creator channels is projected to grow more than 12 percent in 2025, with major advertisers reallocating larger shares of budgets to social. Advertisers such as Unilever plan to dedicate up to half of marketing budgets to social channels by year-end. Much of the new investment is flowing into paid media inventory that places ads alongside creator content, including Meta partnership ads and TikTok Spark Ads, and into scalable affiliate marketing. Creators report that traditional sponsored posts are declining as a share of holiday content, with 70 percent expecting such posts to comprise less than a quarter of holiday content. Creators are shifting toward performance-driven approaches, making affiliate marketing a core revenue stream alongside brand partnerships.
Read at Digiday
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