2025年创作者经济：广告支出与策略报告（英）

CREATOR ECONOMY 2025: AD SPEND & STRATEGIES2025 Creator Economy Ad Spend & Strategy Report November, 2025CREATOR ECONOMY 2025: AD SPEND & STRATEGIESCREATOR ECONOMY 2025: AD SPEND & STRATEGIESTable of Contents21Campaign Goals, KPIs & Measurement27AI Usage & Concerns34Recommendations & Resources39Appendix03Preface04Key Insights05Ad Spend & Investment Criteria14Operational MechanicsCREATOR ECONOMY 2025: AD SPEND & STRATEGIESPREFACE3The Creator Economy in the U.S. has rapidly evolved from a niche content movement into a central force shaping how brands connect with consumers. What began as a wave of individual voices has become one of the fastest-growing sectors in all of media, now blurring the lines between entertainment, commerce, and community. As creators take on a larger role in driving brand relevance, trust, and cultural impact, the Creator Economy is increasingly defining the future of advertising and marketing.To better quantify and understand this transformation, IAB partnered with Advertiser Perceptions to produce the “2025 Creator Economy Ad Spend & Strategy Report”—a first-of-its-kind analysis of how brands and agencies are planning, buying, and measuring creator ad investment. This research combines a quantitative survey of more than 450 U.S. ad spend decision-makers whose budgets include creator activity, along with qualitative interviews with senior-level marketing leaders shaping creator strategies today.This report reveals that: ●U.S. creator ad spend is projected to reach $37B in 2025, growing four times faster than the broader media industry*. See page 6 for how we quantified Creator Economy ad spend.●Yet, amid this growth, marketers face persistent challenges: identifying the right creators, proving ROI, and managing fragmented tools and standards.●Three in four brands are using/planning to use AI for creator marketing-related tasks.On the following pages, we provide a clear, data-driven view of where the market stands and where it’s headed—offering guidance for buyers, sellers, creators, and platforms on how to operationalize partnerships, improve measurement, and accelerate responsible growth as the Creator Economy continues to evolve.Preface *IAB 2025 Outlook Study: September UpdateCREATOR ECONOMY 2025: AD SPEND & STRATEGIESKey Insights01After more than doubling from 2021-2024, Creator Economy ad spend will climb 26% in 2025 to $37B.Ad spend in the U.S. Creator Economy in 2025 will grow at a rate four times faster than the media industry overall (+5.7%)*. Spend includes direct partnerships brands have with creators, paid amplification of those partnerships, as well as content adjacencies**.405Measurement, standards, and operational tools are the top opportunity areas for improvement.Better attribution capabilities, consistent reporting, and creator discovery/vetting tools all point to an urgent need for standards and transparency as brands seek to link creator marketing to business outcomes and enab