IAB Compass: Navigation creator marketing
How to get the most out of IAB Compass
This chapter of IAB Compass – focused on the rise of creator marketing – is the latest addition to a body of research that so far spans artificial intelligence, digital out-of-home, connected TV, gaming and shoppable advertising. Our aim is to guide advertisers, agencies, and media professionals through the evolving landscape of digital advertising by focusing on fast-developing areas – offering market forecasts, growth trends, and actionable insights to help industry stakeholders effectively harness the power of creators. In addition to this chapter on creator marketing, we will also be bolstering IAB Compass’ resources with an addition focused on retail media later in 2025.
FULL REPORT
Creator marketing in numbers
$2.6bn
in UK revenue expected by the creator market by 2030
25%
of adults in the UK are creators of some guise
55+
audiences are fuelling much of the growth in creator consumption
Creator marketing forecast
The creator economy is no longer a niche, it’s becoming a mainstream force in advertising. The UK digital content creation market generated $1.08bn in 2023 and is projected to reach $2.64bn by 2030, growing at a compound annual rate of 14%. Creators are evolving from individuals with influence into entrepreneurial media channels in their own right, blending content, commerce and community.
By 2030, we forecast that creator-driven campaigns will account for a significant share of brand marketing investment, with nano and micro-creators at the forefront as advertisers prioritise authenticity and niche engagement over scale. Platforms such as TikTok, Instagram, and YouTube are already key drivers of discovery, live shopping and brand storytelling, trends that will only accelerate as older demographics engage more deeply with creator content. In an average growth scenario, creator marketing spend in the UK is expected to expand steadily in line with the wider digital ad market, with faster-than-anticipated adoption of live shopping formats, AI-enhanced creator tools and multi-platform strategies potentially doubling growth over the next five years.
The creator marketing opportunity & what to do next
Creator marketing is reshaping how brands connect with audiences by offering authenticity, community and commerce in ways traditional channels can’t match. But success requires more than just working with high-profile names.
Trust, transparency and credibility are essential. Audiences increasingly value relatability and expertise, with 55+ consumers now as engaged with creator content as younger groups. Micro and nano-creators in particular deliver deeper connections, higher trust and stronger conversions within niche communities.
As the market matures, advertisers must adapt by building long-term creator partnerships, diversifying across platforms and demographics, and exploring emerging formats like live shopping and creator-led UGC. Leveraging AI tools for smarter creator selection and content scaling will also be key, but always with a commitment to authenticity and clear disclosure to maintain trust.
Recommendations for the advertising industry
IAB Compass highlights key actions for advertisers, agencies, platforms and tech partners, including:
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Prioritise micro and nano-creators
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Build long-term partnerships, not one-off campaigns
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Leverage AI for smarter creator selection and content scaling
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Diversify across platforms and demographics
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Tap into live shopping and user generated content to drive commerce
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Champion authentic, values-driven content
Explore IAB Compass’ Creator findings in full
- Executive summary
- What is the creator economy?
- Attitudes & usage
- Proliferation of platforms
- Key trends
- Policy & regulations
- Snapshot of the future
- Recommendations
