The creator economy is projected to represent a $250 billion opportunity as it grows, encompassing a wide range of digital content creators and influencers.
93% of brands reported plans to increase their creator budgets, with 41% investing at least half their digital marketing budget on influencers.
Brands are increasingly utilizing creator content across multiple channels, including connective TV, with 43% planning to use such content in ads.
News influencers are on the rise, sharing current events and issues on social media, alongside traditional influencers in beauty and fashion.
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