Jamie Searle.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Jamie Searle, co-founder + CEO, Snack Drawer
When you take a retrospective look at 2024 it’s apparent how huge the changes are that we have seen. The creator marketing landscape in particular is evolving faster than many brands can keep up with.
As we approach 2025, it's crucial for marketers to understand the most significant shifts shaping this space. With AI technology accelerating, the evolution of user-generated content (UGC), and the emergence of relatability as a key aspect of influence, there are key areas to watch - and powerful opportunities for brands.
Here’s a breakdown of the biggest shifts:
AI has already begun to reshape the industry
When it comes to creator marketing, AI is the new creative powerhouse - and I predict we’ll see increased adoption of it next year in this space.
As more and more creators begin to work full-time or In-House (as opposed to running their accounts as a side hustle), AI offers the ability for them to do more work themselves, rather than outsourcing.
From scriptwriting to video editing and even voiceover creation, AI tools within Adobe, and new ones such as Autocut and Descript, are making creators’ workflows more efficient than ever before. The ability to automate mundane tasks frees up creators to focus on what really matters: ideation, engagement, and storytelling and even entrepreneurialism. After all, it’s those skills that brands truly value and that creators are known for.
Some people may still be on the fence but, in my opinion, these tools are now integral to the creative process. AI is not about replacing human creativity; it’s about enhancing it and increasing productivity. By streamlining time-consuming tasks, AI is allowing creators to invest more in what drives authentic connections with their audiences.
For marketers, this means more opportunities to partner with creators who can deliver high-quality, engaging content at scale and smarter use of budgets without sacrificing the personal touch that makes these collaborations so effective.
Moving from UGC to premium
As budgets shift from TV to social media, and with the high costs now associated with premium content, there is increased pressure for brands to create premium social content and storytelling that still feels native to platform.
Brands want this kind of creative to be distinct and perform as a true expression of the brand, rather than simply relying on creators to come up with the creative themselves.
This transformation is also partially fuelled by the rising costs of working with creators. When brands are spending $20-30,000 on a creator, it makes sense that they would want premium content that’s fit for purpose across multiple channels.
Aspirational is out. Relatable is in
The days of the untouchable, aloof, aspirational creator are fading fast.
What audiences are heavily trending towards are relatable characters - those who show their flaws, their growth, and their real selves. Whether it’s showcasing personal struggles, celebrating small victories, or sharing behind-the-scenes moments - relatability is in.
Of course, authenticity has always been one of the strongest attractions of creators, but as financial pressures weigh heavily on many consumers, they’re seeking content that feels real, attainable, and human. There will always be creators whose audiences are built around wealth, luxury and aspirational lifestyles, but they may also be turning off potential followers who are feeling the pinch.
We can also chalk this down to creators and their audiences growing up. If we consider that the first wave of creators emerged about 12, 13 years ago, many of their followers were teenagers or young adults.
A decade-plus on and they might have children and mortgages to think about - as might their favourite creators. It’s no surprise that these consumers want to see the people they’ve followed for years progress through life in a relatable way that doesn’t isolate them.
Looking ahead
The shifts we’ve seen this year - from the integration of AI to the growing demand for relatability, the surge of UGC, and the evolving role of creators in media - aren’t just trends. They’re defining the future of the creator marketing industry.
For marketers, the challenge lies in moving beyond surface-level partnerships to deeper collaborations. This means embracing creators not just as content producers but as genuine brand partners.
As we move into 2025, I would like to see an industry where brands and creators can push boundaries and co-create stories that are impactful, meaningful, and, above all, human.
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