As we step into the second half of the 2020s, the landscape of creator marketing is evolving at a lightning pace, driven by both technological advancements and shifts in consumer behavior.
By the close of 2025, the way brands collaborate with creators could look drastically different from today, so what should we keep an eye out for? From new innovative strategies, to the growing presence of AI, the opportunities, and challenges, are set to multiply. But how do you navigate this fast-moving terrain? What can marketers, creators, and brands expect in the next few years?
We’re making bold 2025 creator marketing predictions, about where creator marketing is headed in 2025. Whether you’re a creator looking to stay ahead of the curve, a brand exploring new ways to reach audiences, or just someone fascinated by the future of digital media, these insights will help you prepare for the next chapter of the creator economy. Let’s dive in!
2025 Unfiltered: Predicting Consumer Behaviors Through The Lens Of TikTok Trends
2024 TikTok trends reveal a lot about shifting consumer moods and cultural moments. While predicting TikTok trends is nearly impossible (who could have seen Demure Fall or “Who tf did I marry?” coming?), we can analyze how people are engaging with these trends and what it tells us about consumer behavior.
Instead of a typical prediction report, we’ve examined trends like Brat Summer and The Man vs The Bear to unpack evolving moods and expectations. Ready to “move with the mood shift”? Download our report for insights on 2025 TikTok trends and what they mean for social and influencer marketing strategies.
2025 Creator Marketing Predictions
1. Suspense-Fueled Episodic Content Across Platforms
In 2024, the viral TikTok series “Who tf did I marry?” by creator ReesaTeesa racked up over 50 million views and generated buzz for a potential TV adaptation. In this gripping 50-part series, Reesa shared the jaw-dropping story of her ex-husband, a self-proclaimed “pathological liar,” revealing the shocking lies he allegedly told throughout their marriage—and viewers couldn’t get enough.
Meanwhile, another creator stumbled upon a creepy, buried rug in their backyard, sparking a series of videos titled “What’s in the rug?” that quickly captivated millions. The series, which reached as many as 20 million views at its peak, escalated when police got involved to investigate the mysterious find, keeping fans on the edge of their seats.
Audiences are increasingly being drawn to content that unfolds over time. What began with serialized TikTok videos is set to expand to more platforms, with creators driving the trend of suspense-filled episodic content. In 2025, we can expect brands to integrate serialized storytelling into campaigns, where each piece of content builds on the last. This could include mystery-driven narratives or multi-part collaborations that engage viewers over an extended period, deepening brand connections.
The power of episodic content lies in its ability to keep audiences coming back, fostering a long-term relationship between brands, creators, and viewers. Brands that tap into this storytelling format can keep their audience engaged for months while crafting immersive, emotionally charged narratives.
2. Cross-Niche Creator Collaborations
The trend of cross-pollination among creators from different niches will continue to grow. In 2024, we saw influencers from seemingly unrelated areas, such as beauty, fashion, and gaming, coming together for viral collaborations. In 2025, expect brands to embrace this approach more fully. Collaborative storytelling, where creators from different communities interweave their narratives, will allow brands to tap into multiple audiences simultaneously.
We caught a glimpse of what this looks like at Paris Fashion Week 2024. Fashion brand The Kooples hosted an exclusive influencer event to showcase their latest release, the Amelia Bag. But it wasn’t the event itself that stole the spotlight, it was what unfolded afterward that had everyone talking.
Following the event, creator SelmaKaciSebbagh posted a TikTok asking the algorithm to work its magic in helping her track down her missing Amelia Bag. She explained that another creator had mistakenly walked off with the exact same bag, and to add some fun to the search, she invited her followers to play detective by guessing the culprit based on the items she found inside the bag during a “What’s in her bag?” segment. Just days later, creator Call Me Gattoni responded with her own TikTok, admitting to the mix-up. Speaking in French, she revealed how she’d accidentally grabbed the wrong bag and gave followers a peek inside her own Amelia Bag, before they wrapped it all up with a lighthearted “reunion” video.
This type of cross-niche partnership not only increases reach but also drives deeper engagement by creating content that feels like a shared experience. By partnering with influencers from different genres, brands can benefit from the blending of distinct yet complementary audiences, creating a more organic and dynamic brand presence.
3. AI in Creator Marketing: Enhancing, Not Replacing
While AI will continue to play a role in digital marketing, its relationship with creators will be one of enhancement rather than replacement. While nervousness still looms over AI’s role in the creator space, especially when virtual influencers are favored above their human counterparts, there is a keen interest in bringing AI to the table.
In 2025, AI tools will help creators improve their content creation process, from video editing to audience insights, but the essence of storytelling and connection should remain human-driven.
Brands will likely lean into AI-powered technologies that amplify the creative process. For example, AI could help creators generate unique visual effects or offer data-driven insights to improve content strategy. However, successful campaigns will remain grounded in human creativity, as consumers continue to crave authenticity. Brands that strike the right balance between leveraging AI and maintaining genuine human narratives will see the best results.
4. Surprising creator collaborations with niche, yet oddly captivating content styles
Unexpected brand partnerships have become a regular favorite, especially when they pair well-known labels with creators whose content might seem niche, or even a bit repetitive. Think Marc Jacobs teaming up with Trad Wife creator Nara Smith or Burberry choosing Cole Palmer to host a whimsical tea party for their AW Outerwear campaign. These unconventional pairings are what people want to see.
A great example? French luxury brand JACQUEMUS, which kicked off the launch of their new London store by collaborating with rising TikTok star Bemi Orojuogun. Known to her followers as Auntie Bemi, she films London street scenes in a delightfully simple, somewhat awkward style, often focusing on the iconic red double-decker buses. Her charm lies in the randomness of her content, with no real “purpose” other than capturing everyday moments, complete with her signature “millennial pause” that TikTok users can’t get enough of.
The collaboration felt completely natural. The ad was shot just like Bemi’s usual videos, so viewers didn’t immediately recognize it as a promotion. Her casual invitation to “Come and have a cup of tea with us” felt so warm and authentic that it quickly won viewers over.
What stands out on TikTok is content that feels genuine, creators whose passions or quirks shine through. For brands, this shift toward authentic content presents a huge opportunity. It’s no longer enough to simply collaborate with a creator who has a large following; the partnership must feel genuine and aligned with the creator’s established voice. Audiences can tell when a brand is simply jumping on a trend for the sake of visibility, and that can backfire. Instead, brands should look for creators whose content feels organic and whose interests align with their campaign goals. This might mean embracing niche creators, like Auntie Bemi, whose seemingly random content might not have broad mainstream appeal but strikes a chord with a passionate community.
5. The Rise of Reddit-Inspired Campaigns
Before TikTok, Reddit was the birthplace of trends. Are we now moving back in that direction?
In the weeks leading up to the Super Bowl in 2024, a bizarre rumor began circulating online: the beloved comedic actor Michael Cera was supposedly the inventor of CeraVe’s iconic moisturizer. The rumor quickly gained traction, only to be debunked when the brand’s highly anticipated ad dropped, revealing that the whole thing had been a playful stunt orchestrated by CeraVe.
What made this campaign so brilliant was how it tapped into a mix of cultural moments, social-first communities, and a classic marketing “prank.” The idea actually originated on Reddit, an untapped goldmine for discovering niche communities and relevant conversations around your brand. A few Reddit threads started jokingly speculating that Michael Cera, due to his last name, must be behind the brand.
From there, CeraVe executed a well-timed campaign, working with hundreds of influencers to spread the rumor and fuel the growing buzz. They even teamed up with dermatologists and skincare experts to create content that subtly tied back to the brand.
The success of the campaign is a reminder that, when it comes to social media marketing, being “chronically online” is a huge advantage. By lurking in the lesser-known corners of the internet, brands can uncover authentic conversations and build on them in a way that feels organic and fun. And perhaps most importantly, the ad wouldn’t have gained the same traction without the influencer ecosystem driving the hype. In today’s marketing landscape, social media and influencers need to be at the heart of every campaign, even traditional TV ads.
6. Campaigns That Engage Through Comments
A huge portion of social media engagement happens in the comments section. It’s a dynamic feedback loop where brands can get immediate insights into what resonates with audiences, what they find funny, interesting, boring, or even frustrating.
As brands continue to tap into the power of creators in new ways, could we see a shift where campaigns start to live in the comments themselves, or even actively encourage more engagement there? It’s possible that the comment section could become the next key space for interaction and content creation.
In 2025, brands should be encouraged to use comment sections as active engagement spaces in their campaigns. TikTok, Instagram, and YouTube all have thriving comment sections where conversations are happening in real-time. Rather than just passively reacting to comments, brands will encourage users to actively participate in campaigns through comments.
Think of a campaign that revolves around audience interaction in the comments, where users are asked to share stories, vote on future content, or solve puzzles. Brands can collaborate with creators to transform comments into interactive spaces, encouraging fans to play an active role in shaping the narrative.
7. Customers as Creators: Real-World Influencers
TikTok has truly democratized content creation, allowing even smaller creators to go viral with the right video. British beauty brand REFY recognized this power and, in 2024, pulled off a game-changing sponsored influencer trip that took over TikTok.
Here’s the twist: instead of inviting professional influencers, they selected regular customers and followers for an all-expenses-paid luxury trip to Mallorca. The response was overwhelmingly positive, with many praising the brand for giving its loyal customers such a unique and memorable experience.
By focusing on customer-generated content, brands can build trust and authenticity. Consumers are more likely to trust fellow buyers than celebrity influencers. As more brands tap into user-generated content and reward loyal customers with opportunities to share their experiences, these “everyday influencers” will become an invaluable part of marketing strategies. As we head into 2025, expect to see more brands turning to their own customer base as the new wave of influencers!
8. Nostalgia and Long-Form Content Make a Comeback
As audiences increasingly gravitate toward comforting, nostalgic content, we anticipate a rise in longer, late-00s-style vlogger videos. Fitness creator Sam Sulek has mastered the format, often racking up millions of views on long, minimally-cut vlog episodes featuring him training or heading out for a grocery haul.
The rise in demand for this style of content opens up new opportunities. It means brands can create more personal, in-depth content that doesn’t feel like an ad but rather an extension of a creator’s life. Think behind-the-scenes tours, product development stories, or even content that dives deep into a brand’s history. For marketers, long-form content offers a chance to build deeper emotional connections with their audiences.
Final Takeaways
In 2025, creator marketing will be driven by a blend of creativity, collaboration, and technology. As social media platforms continue to evolve, brands and creators must stay agile, embracing new formats, trends, and tools to remain relevant. By focusing on authentic storytelling, fostering deeper connections with niche audiences, and tapping into emerging technologies, brands will have the opportunity to build stronger, more meaningful relationships with their communities.
The future of creator marketing isn’t just about amplifying the voices of the most popular influencers, it’s about recognizing the power of diverse, authentic creators who can connect with consumers in unique and compelling ways. Embrace experimentation, stay tuned to cultural shifts, and be prepared to adapt to the ever-changing digital landscape in 2025.
Ready for the future of creator marketing?
The next wave of creator marketing is approaching fast, and it’s packed with fresh opportunities for brands, creators, and marketers alike. From episodic content to AI-powered campaigns, unexpected collaborations, and the rise of customer-generated content, 2025 is shaping up to be an exciting year.
Are you ready to navigate these trends and harness their full potential? Find out how we can help your brand stay ahead of the curve in the ever-evolving creator economy.
