"The year 2025 is set to mark the first time creator platforms like Instagram, TikTok, and YouTube will surpass traditional media in ad revenue, a crucial milestone that represents the continued migration of audience attention and marketing budgets toward creators and the platforms they utilize. As a result, legacy media is scrambling to stay relevant by leaning into personality-led content and formats native to social platforms."
"Nearly every major platform, including Meta, TikTok, YouTube, LinkedIn, and Snapchat, made coordinated pushes to facilitate creator-brand partnerships. These efforts included strengthening creator marketplaces, integrating with third-party influencer marketing platforms, launching more creator-led advertising formats, and simplifying the process of turning organic brand mentions into paid ads. YouTube was among the most aggressive after years of taking a more passive role."
Creator platforms are projected to surpass traditional media in ad revenue in 2025, signaling a migration of audience attention and marketing budgets to creators and their platforms. Legacy media are adapting by adding personality-led and short-form formats, hiring creator talent, and building creator networks to remain relevant. The revenue influence of creators makes disruptive talent, engaging formats, and social distribution strategic necessities for established outlets. Major platforms are enhancing tools for creator-brand collaborations by strengthening marketplaces, integrating with influencer marketing platforms, launching creator-led ad formats, and simplifying conversion of organic mentions into paid ads. YouTube has taken an increasingly aggressive role.
Read at Lindsey Gamble
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