How brands will work with creators in 2024

Shifting consumer preferences could change how brands show up, while social commerce and artificial intelligence may yield fresh opportunities

In a world that’s increasingly online, the creator economy is primed for the spotlight. Digital video consumption has reached an all-time high, led by creator content, and advertisers are shifting more dollars toward smartphone-yielding creatives.

Key takeaways

• This year, 44% of marketers plan to up their creator investment, with an average spending increase of 25%, according to a creator economy report by IAB and TalkShoppe;
• While the terms creator and influencer are often used interchangeably, the key difference is purpose, with an influencer being a type of a creator that uses their platform to promote products and influence buying decisions;
• As advertisers ramp up their creator investments, trends anticipated for 2024, like new ways of measuring success and long-form video’s resurgence, could change strategies for some.

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