Social Creators Overtake Traditional Media in Ad Revenue: What It Means for Marketers

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Social Creators Overtake Traditional Media in Ad Revenue: What It Means for Marketers



Context & Trend Overview

In 2025, social media creators will outshine traditional media with ad revenue for the very first time. Today, TikTok saw another day of massive growth, with YouTube and Instagram following suit. They are now the single largest source of ad revenue, projected to double to $376.6 billion by 2030

Why It Matters to Digital Marketers

Authenticity Wins:

No longer do brands need to shell out millions on TV ads—there are now powerful creators that businesses can partner with to create high-quality, authentic content in front of passionate fans.

New Partnerships:

Marketers need to move beyond macro influencers and seek out micro‑ and nano‑influencers with their niche audiences that provide heightened engagement levels.

Embedded Commerce Grows:

Content is becoming commerce—take shoppable video, connected content, and frictionless buying within the social environment.

Performance Optimisation:

Native measurement of ad spend by platform provides marketers with real-time visibility into what works and what does not.

Strategic Implications:

Change up creator partnerships to include niche influencers who have direct conversations with your target user.

Monitor creator ROI closely, but emphasize metrics like conversions and engagement rate over vanity metrics.

Actually create true storytelling by allowing creators to tell their voice and story about your brand.

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