2025’s Turning Point: Creators Are Outperforming Traditional Media in Ad Revenue, What Now for Influencer Marketing?
- Clark Influence
- 4 days ago
- 4 min read
In a shift that’s reshaping the media and advertising world, 2025 marks the first year where global ad revenue from creator platforms will surpass that of traditional media. According to a report by The Guardian, platforms like YouTube, TikTok, Instagram, and LinkedIn are projected to generate $235 billion in global ad spend, overtaking legacy channels such as television, print, radio, and cinema. Of that total, $185 billion will go directly to the creators themselves, representing a 20% increase from last year (The Guardian).
The rise in creator-driven revenue isn’t just a financial milestone, it signals a deeper cultural and strategic shift in how audiences engage with content and where brands choose to invest. It’s not just about the numbers, this shift says a lot about how people are choosing to engage with content today. More and more, the way we discover products, connect with brands, is happening through creators we follow and content that feels personal, no longer being shaped by traditional outlets. It’s a natural evolution that’s reshaping the role of traditional media in our daily lives. It’s progressing and changing in real-time, through the creators we follow, the videos we save, and the people we see as reflections of ourselves.
Creators Have Become the Media
The growing dominance of creator platforms points to a deeper transformation: creators are no longer filling gaps left by traditional media, they’ve become the media.
According to Forbes, marketers are increasingly adopting influencer-first strategies that treat platforms like TikTok and Instagram as central media channels, not just add-ons. At the same time, agencies are evolving to keep up, with influencer-specialized partners gaining traction thanks to their speed, cultural fluency, and ability to deliver performance-driven campaigns.
Here at Clark Influence, we’ve been operating with that mindset for years. Our agency is built on the belief that creators aren't just a trend, they’re reshaping the way brands connect with people. We’ve helped clients launch campaigns with creators who are tapped into real communities, real conversations, and real influence. This shift isn’t new to us, but now, the numbers speak for themselves!
In a World of AI, People Are Craving Something Real
The rise of generative AI is transforming how brands produce content, from chatbots to ad scripts and everything in between. But alongside that shift, a very human tension is emerging, consumers are craving voices that feel real. In a world of perfectly optimized content and algorithmic messaging, there’s something deeply grounding about hearing from someone who shops where you shop, eats where you eat, and walks the same streets you do. Someone who, in many ways, walks in the same shoes!
As Mark Schaefer explored in his piece The New Influencers, we’re seeing a rise in “trusted voices”, creators who feel familiar and accessible, not curated or corporate. A nationally representative study from Keller Advisory Group and Suzy revealed that 73% of Gen Z respondents trust a creator’s recommendation more than a traditional advertisement.
This isn’t just about visibility. It’s about relatability. And it’s exactly why influencer marketing continues to outperform many conventional channels, because people are no longer looking for polished ads. They’re looking for connection and authenticity. As they scroll, they search for creators who reflect their style, values, or voice, and when something clicks, they hit “follow,” joining that creator’s journey. It’s a subtle but powerful form of trust: giving someone your attention, your time, and in many ways, a piece of your daily routine. Influencers aren’t just promoting products, they’re showing up with their face, their thoughts, and their feelings every day.
What This Means for the Industry
Based on The Guardian’s findings, here are four key implications for influencer marketing in this new era:
1) Influencer Marketing Is Now a Core Budget Line
Influencer campaigns can no longer be treated as experimental or supplementary. With billions of dollars moving into creator ecosystems, brand strategies must now include influencer marketing from day one, not as an afterthought, but as a foundation.
2) Agencies Must Evolve
Marketers are choosing influencer-first agencies not just for sourcing talent, but for full creative direction, campaign strategy, content production, and performance tracking. At Clark, we’ve built our expertise around this need, helping clients navigate the creator landscape with depth, agility, and long-term thinking, being the experts in this realm.
3) The Rise of the Creator-Consumer Relationship
Today’s consumers are more likely to follow creators who reflect their own values and lifestyles. That means brands need to collaborate with voices who can speak authentically to niche communities, not just the biggest names or follower counts.
4) The Trust Gap Is Growing
As the role of traditional media continues to evolve, creators are emerging as trusted voices, building influence through authentic connections. And in marketing, trust converts. Investing in long-term creator partnerships doesn’t just drive brand awareness, it drives loyalty, advocacy, and action.
Where We Go From Here
We’ve officially moved past the question of whether influencer marketing works. The real question is how we continue to do it well, with creativity, responsibility, and results. At Clark, we see this as a chance to lead the way in building sustainable, human- centered campaigns that drive both engagement and impact. 2025 didn’t just break a record. It confirmed what many of us already knew: the future of media is personal, collaborative, and creator-led. And we’re just getting started!
By Keira Gagliardi | Clark Influence
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Clark Influence is a passionate agency ready to help you share your message on social media.
Our team is constantly on the lookout for the right creators and emerging trends to design content and strategies tailored to each campaign. We believe that a creative strategy combined with a meticulous selection of influencers has a far greater impact than traditional media campaigns.
If you'd like us to develop creative concepts that reflect your brand through a turnkey influencer marketing campaign, contact us at info@clarkinfluence.com. We’d be happy to send you a proposal.