The creator economy is projected to grow from $250 billion to $480 billion by 2027, making it more crucial than ever for brands to understand how creator priorities impact their decision-making. Today, #paid, a leading creator marketing platform, releases its 2025 Creator Insights Report, a collection of survey results showing how thousands of influencers are choosing to shape their influence, engage with brands, and build their careers.
As brands continue to ramp up investment in creator marketing, with 40% of marketing budgets reserved for influencer partnerships, the Creator Insights Report offers a revealing view of current creator behaviors and trends. By understanding what matters most to creators, marketers can craft smarter, more effective collaborations with everyone from micro-influencers to top industry creators.
“In today’s rapidly evolving creator ecosystem, brands need strategic intelligence, not just tactical data,” said Adam Rivietz, Chief Strategy Officer at #paid. “Understanding creator priorities creates the foundation for authentic partnerships that resonate with audiences and drive measurable impact. Those who master this alignment will not only capture market share but redefine what’s possible in the creator economy.”
Key Topics from the 2025 Creator Insights Report:
- Travel – Where creators are headed, from staycations to all-inclusive experiences, with Coachella more than doubling the draw of SXSW in 2025.
- Personal Development – Over half of creators are launching a new business or project, and 23% are expanding their brand by adding a new social media channel.
- Financial Goals – A whopping 87% of influencers say they need to grow their savings this year.
- Big Purchases – Over 40% are planning to buy a new vehicle, and 34% are making the jump to a new home.
- Life Milestones – One out of every 10 influencers will try for a baby in 2025, and another 10% are raising a child already.
- Sports & Entertainment – The top sports teams creators are most engaged with — the Lakers, Yankees, and Chiefs lead the way.
“Being able to get on the same page with brands in advance about what my life will look like creates partnership opportunities that might otherwise be missed due to timing,” said Kira Kosarin, a content creator with 8.9M followers.
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