Creator Platforms Will Surpass Traditional Media in Ad Revenue 🚀

TOGETHER WITH SPROUT SOCIAL

TODAY’S EDITION

• Creator platforms are on track to out-earn traditional media in ad revenue for the first time ever.

• Instagram will automatically allow public photos and videos to appear in search engine results.

• Threads rolls out its most requested feature: Direct Messages.

• YouTube’s creative ecosystem contributed $55 billion to the U.S. GDP in 2024.

• Sprout Social’s State of Influencer Marketing Report reveals what consumers, creators, and brands want from influencer marketing.

• Lowe’s launched a creator program with over 17,000 creators.

DEEP DIVE

For the First Time, Creator Platforms Will Top Traditional Media in Ad Revenue

In 2025, creator platforms like YouTube, TikTok, and Instagram are expected to surpass traditional media, including TV networks, news companies, and radio, in ad revenue for the very first time, capturing more than half of the market.

According to WPP Media’s 2025 Mid-Year Global Advertising Forecast, these platforms are projected to generate $189.9 billion in ad revenue in 2025, up 20% from 2024. This figure is expected to nearly double in the years ahead, topping $376.6 billion by 2030.

Why It's Happening

This is an inflection point for the advertising industry. As audiences spend more time on digital platforms, brands are moving their budgets accordingly. More dollars are flowing to platforms where creators build deep connections with their communities on the devices people engage with the most: their phones.

The accessibility of content plays a role, but creators are leading the shift. Through storytelling, commentary, and personal perspective, creators and their content engage people in ways traditional media struggles to match.

Many consumers now place more trust in creators than in legacy media. That is why brands and advertisers are flocking to creators, whether it is launching their creator programs, putting creators on payroll, or even acting more like creators themselves.

Technology is speeding up this shift. AI and personalization tools help advertisers target their ideal customers with greater precision, from serving the right creative to the right audiences at the right time.

Meanwhile, creator-focused advertising products are becoming more advanced. Brands have been amplifying creator content for some time, but creator platforms are now investing in more ways for brands to run ads adjacent to creators. They’re also making it easier to quickly identify user-generated content that mentions them, obtain permission, and turn it into high-performing ads.

Lines Between Creator and Traditional Media Are Blurring

The gap between creator content and traditional media is shrinking. YouTube creators are producing content at studio quality, often more efficiently than traditional production houses, and even building their own studios, like Dhar Mann.

Creator content is getting so good that streaming platforms like Amazon, Netflix, and Hulu are expanding their libraries with digital creators, including exclusives like MrBeast’s Beast Games and compilations of existing IP like Ms Rachel.

On TikTok and Instagram, creators build serialized content that mimics TV shows. Gymnasium’s Boy Room is a strong example.

With the rise of AI tools, creators will be able to combine these technologies with dedicated teams to act as their own mini studios, pushing content boundaries even further.

What This Means for Everyone

As creator platforms surge past traditional media in ad revenue, everyone in the ecosystem must adapt.

Traditional media companies will need to modernize by integrating creators into their talent pool, as Yahoo and The Washington Post are trying to do. They also need to bring their content where attention is going, like social platforms and Substack. Just as important is exploring new revenue models beyond ads and subscriptions.

Brands must become more creator-first in everything they do. That includes launching always-on creator programs, hiring creators full-time, and integrating creator content across all touchpoints.

Agencies will need to build more services around creators, supporting influencer campaigns, but also building creator-centric production studios focused on platform-native content. They should still maintain traditional offerings, but the momentum is shifting toward creator-led formats.

Creator and user-generated platforms are well-positioned. As ad dollars follow attention, YouTube, TikTok, Instagram, LinkedIn, and more, they will continue to invest in more sophisticated ad solutions powered by creators and communities. These products will not just be about targeting but about helping brands tap into cultural moments quickly.

And for creators, monetization opportunities will continue to grow from sponsored content and user-generated assets to licensing and platform incentives. But with more creators (both human and AI-generated) entering the space, competition will rise. Creators will need to sharpen their strategies and demonstrate value to brands beyond just reach or aesthetics.

All that said, this is not a choice between creator platforms or traditional media. There is value in both. Right now, creator-led content is winning the attention war, but the lines will become even murkier down the road.

TOGETHER WITH SPROUT SOCIAL

The State of Influencer Marketing Report: In Influencers We Trust

To create influencer marketing campaigns that connect, marketers need to understand what both consumers and influencers care about today and where things are headed.

That’s exactly what you’ll find in Sprout Social’s new State of Influencer Marketing Report: In Influencers We Trust. Backed by five deep dives, it’s a pulse check on how to build stronger creator partnerships and drive real impact based on data from over 2,000 consumers, 650 marketers, and 300 influencers.

Here’s a look at what’s inside:

• What Consumers Want: Only 35% of Gen Z rank authenticity as a top influencer trait. What they prioritize instead may surprise you.

• Buying Behaviors: Nearly half of consumers make purchases at least once a month based on influencer content, even if they don’t realize it.

• What Influencers Want from Brands: 93% say your social presence impacts their decision to collaborate. What you post matters.

• Making the Case for ROI: 60% of marketers plan to scale their influencer efforts in 2025, and they’re looking for results beyond just awareness.

• Where It’s All Going: Influencer marketing is moving beyond the feed. 80% of consumers are open to creator-led brand experiences off social.

Download the report for free and get ahead of what’s next.

NEWS, TRENDS & INSIGHTS

Meta

Instagram will start automatically indexing public photos and videos in search engines like Google. As more Instagram content surfaces across the web, creators and brands should begin optimizing their posts for search, similar to how many already do for TikTok.

Instagram is testing daily posting limits for Trial Reels. Some creators have received notifications that they’ve “almost reached the limit” and must wait 24 hours before posting again. The limitation could help strike a balance by allowing creators to experiment with content while also reducing the flood of duplicate posts that may be making it harder for others to break through.

Instagram added Recaps and Celebrations features. The former provides personalized weekly and monthly summaries with performance insights and tips, while the latter highlights milestones. Together, they help creators track progress and stay motivated by recognizing key moments in their growth.

Threads is rolling out a test of Direct Messages in select markets. Starting with Hong Kong, Thailand, and Argentina, users will have access to a separate, distinct DM inbox for one-on-one communication. As one of the most requested features, it removes friction and signals Threads’ move toward becoming a more self-sufficient app. 

Edits continued its weekly updates with several new features. The highly anticipated Teleprompter tool is now live. Creators can also access performance insights for recent Reels and customize Overlays with new options. Additionally, Restyle, a generative AI tool, lets creators transform videos using text prompts. The app gets more robust each week, and the Teleprompter feature in particular could help drive broader adoption

YouTube

YouTube’s creative ecosystem contributed $55B to the U.S. GDP in 2024 and supported 490,000 full-time jobs, according to Oxford Economics. These show just how vital the creator economy has become, now earning attention from policymakers through initiatives like the Congressional Creator Caucus.

YouTube will roll out a tool allowing creators to upload different thumbnails for dubbed videos. Since thumbnails are often the first touchpoint with viewers, the ability to customize them with region-specific visuals or text helps create a more localized experience, which should boost click-through rates and views.

YouTube will pay creators through its Player for Education program. Creators whose videos are embedded by schools or educators in YouTube’s education-specific player can earn a share of licensing fees based on watch time. This offers a passive income opportunity that rewards creators for educational content already on their channels

YouTube is making Posts discoverable inside the Shorts feed. Viewers can tap the Posts button on Shorts to see suggested Posts from the creator without leaving the feed. This adds more discoverability for Posts and aids the trend toward unified feeds across social media platforms.

TikTok

TikTok launched Ad Assistant, an AI-powered chatbot for advertisers available within TikTok Ads Manager. It can recommend optimizations, pause underperforming ads, adjust budgets, and troubleshoot issues. Unlike Meta’s plans to fully automate ad campaigns, TikTok positions this as a collaborative AI assistant that keeps humans in control.

Pinterest

Pinterest is piloting Auto-Collages, which turn product collections into thousands of personalized, shoppable collages. These collages draw from outfit ideas, engagement patterns, and user saves. With users saving these at twice the rate of standard Pins, providing brands with an easy way to scale this format with a focus on conversions is a smart move.

CREATOR PROGRAM SPOTLIGHT

Lowe’s Launches Creator Network with MrBeast at the Helm

Lowe’s is the latest retailer to launch a creator network with Lowe’s Creator, headlined by a major partnership with MrBeast, which includes Lowe’s serving as the exclusive building partner for season two of Beast Games.

The multi-tiered program already has over 17,000 creators enrolled, including Mason Smith, Shawniece Williams, RuizRenovation, and more.

Creators can set up dedicated storefronts featuring curated products, earn commissions on sales they drive, and access product samples, training resources, and more. As they progress, they unlock opportunities for long-term partnerships and exclusive access to events like the Lowe’s Creator Summit.

Smith shared his thoughts with me on being part of the program:

Creators interested in joining can apply here. 

THANK YOU

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