Creator ad spend is exploding, and it’s outpacing the rest of marketing

The IAB just released its latest outlook, and U.S. creator/influencer ad spend is expected to hit $37 billion this year, growing four times faster than overall media investment.

What happened: Brands are moving real money into creator content, not because it’s trendy, but because audiences increasingly trust creators more than polished brand messaging. Creators are now being used across the entire funnel: awareness, product education, testimonials, and conversion assets.

Why it matters: Creator work is shifting from “experimental” to “core.” The future of campaign development looks more modular, more distributed, and more human-driven. Creators aren’t simply delivering reach; they’re shaping tone, voice, and relevance. Creative departments and media teams will need to build around that.

What to watch: An eventual tension between authenticity and scale: the more brands adopt creators in bulk, the more audiences will expect intentionality over volume.

Further reading:
IAB’s creator economy outlook on Business Insider.