Creator marketing growth by the numbers
After we speak in regards to the creator economic system, it is simple to get misplaced within the summary. Nonetheless, 2025 introduced one thing totally different: tangible, measurable influence that proved creator advertising and marketing has advanced past experimental ways right into a channel driving actual enterprise outcomes at scale.
We spent the yr powering hundreds of name and creator partnerships, and the outcomes converse to one thing larger than platform milestones. They level to a elementary shift in how advertising and marketing works, how audiences interact, and the way commerce occurs within the digital age.
1.8 billion impressions inform a narrative about consideration
Later influencer campaigns have been seen 1.8 billion instances in 2025. This degree of attain represents a staggering quantity of consideration, however extra importantly, it got here from audiences who actively selected to interact with creator content material fairly than passively encountering conventional promoting. These weren’t passive billboard impressions or interruptive pre-roll adverts. These have been moments the place creators held viewers consideration lengthy sufficient to make an impression, spark curiosity, and sometimes drive motion.
The attain itself is spectacular, however what issues extra is the context. These impressions got here from audiences who selected to comply with, interact with, and belief the creators delivering your message. That voluntary consideration is what separates creator-driven campaigns from conventional promoting. Your model is not interrupting somebody’s day. It is changing into a part of the content material they actively sought out.
37 million engagements show audiences care
Whereas attain gives scale, engagement reveals whether or not your message truly resonated. Later creator campaigns drove 37 million engagements in 2025, which implies audiences did not simply see the content material. They preferred it, commented on it, shared it, and saved it for later. They participated within the dialog your model began.
This degree of engagement displays the belief and authenticity creators deliver to model partnerships. When the match is true and the inventive execution resonates, audiences reply. They change into advocates, not simply viewers. For manufacturers, this creates a ripple impact that extends nicely past the preliminary marketing campaign. Every engagement is a sign that your message landed, and sometimes, that somebody is one step nearer to changing into a buyer.
$1.4 billion in GMV exhibits creators drive commerce
Via Mavely hyperlinks alone, creators drove $1.4 billion in gross merchandise worth in 2025. These are trackable, attributable income numbers that flowed instantly from creator suggestions to accomplished purchases, demonstrating the direct business influence of strategic creator partnerships.
The numbers reinforce what savvy entrepreneurs already know: creators construct consciousness and drive conversions in equal measure. When a trusted voice recommends a product, their viewers listens and sometimes takes motion, shifting from consideration to buy. The power to attach inventive storytelling with measurable commerce outcomes is what makes creator advertising and marketing one of many highest-performing channels accessible to manufacturers as we speak.
$250 million in creator payouts fuels the ecosystem
Later and Mavely have paid out $250 million to creators to this point. This milestone issues as a result of a thriving creator economic system is determined by creators having the ability to construct sustainable companies. When creators earn significant earnings from model partnerships, they will make investments extra of their content material, develop their audiences, and ship even higher outcomes for the manufacturers they work with.
For entrepreneurs, this creates a optimistic suggestions loop. The extra creators can professionalize their work, the extra dependable and impactful your partnerships change into. Each marketing campaign turns into an funding in a channel that will get stronger and extra refined with every collaboration.
28 million posts scheduled means consistency wins
Manufacturers and creators scheduled 28 million posts with Later in 2025. Consistency is the muse of social media success, and these numbers replicate the disciplined strategy required to remain seen, related, and top-of-mind in more and more crowded feeds.
Whether or not you are managing an in-house social technique or coordinating multi-creator campaigns, the power to plan, schedule, and optimize content material at scale is what separates good execution from nice outcomes. The manufacturers profitable on social aren’t posting randomly. They’re constructing content material calendars that align with enterprise objectives, cultural moments, and viewers conduct.
Waiting for 2026
The creator economic system is not slowing down. If something, 2025 proved that we’re nonetheless within the early levels of understanding what’s attainable when manufacturers and creators collaborate strategically. The infrastructure is maturing, the measurement is getting sharper, and the alternatives are increasing throughout each platform and class.
For manufacturers able to spend money on creator advertising and marketing with intention, 2026 is the yr to maneuver past experimentation and construct packages that scale. Whether or not you are launching your first creator marketing campaign or optimizing an current program, Later’s platform and companies crew might help you navigate what’s subsequent.
Able to make 2026 your largest yr but? Ebook a name with our crew to discover how Later can energy your creator advertising and marketing technique.
