“Niche creator partnerships will thrive in 2025 as brands prioritize quality, storytelling, and shared values over follower counts,” said Julia Baker, senior executive producer at Stagwell agency Instrument.

one in three U.S. teens under the age of 18 have been approached by brands to advertise their products, according to social commerce platform Whop’s survey of teens aged 12 to 18 in the country. Two in five (42%) of U.S. teens are also actively earning money online, averaging some $717 in earnings in the last year, the study found. Additionally,... See more

“[Being a creator] is something that anybody can do, and they’re watching everyday people start creating content and a massive following and make pretty sizable income — and then get that star power,” Stevens said.