The creator economy has gone through seismic shifts over the last few years. We’ve gone from bloggers, to influencers, to creators, to KOL’s (key opinion leaders) it can feel hard to keep up sometimes. But one thing is for sure, your influencer strategy has the power to make or break your brand.
We chatted with the founders of By Them, Nadine Pike & Lauren Benson, to get their hot takes on all things creators in 2025 and beyond. If you are not familiar with By Them already, you should be - they represent some of the best in the biz meaning that brands can connect with talent that have genuine influence - no smoke and mirrors here. Their talent roster includes some of the most authentic and sought after creators in Australia including Rachel Tee Tyler, Jasmine Dowling, Ali Whittle, Emily Morello (né Algar), Millie Sykes, Sara Crampton and Hermione Olivia just to name a few.
Now let’s get into it…
What are your biggest predictions in 2025 when it comes to the creator economy?
By Them: There are a few!
Creator Marketing will be a top marketing investment in 2025.
A higher demand in UGC content, social media boosting, and multi-channel usage, including television advertising to engage Gen-Z and Millennials.
Long term partnerships will be back and brands embracing co-creation for a more meaningful impact.
Expect creators to blend multiple income sources like ad revenue, subscription platforms (Substack), merchandise, and consulting etc.
As we move into 2025, we’re seeing a clear trend: clients are gravitating towards talent who bring not just influence but expertise. Whether it’s design, journalism, beauty, or a unique skillset, talent with a strong point of difference are leading the way. Audiences and brands alike value individuals who can offer authenticity and depth- beyond the surface of the content.
More than ever, loyal followers are looking for more than beautiful images; they want to connect with the personality and story behind them. They’re seeking a deeper, more personal connection with the talent they’ve supported for years, and our role is to help showcase that in meaningful and memorable ways.
By working with clients to highlight these skills and personalities, we aim to create campaigns and content that not only align with audience expectations but also push creative boundaries. It’s about making every post an opportunity to inspire, engage, and resonate.
What are we leaving behind?
By Them: Brands that don’t allow creators creative freedom will struggle to resonate with audiences. Audiences are becoming savvier, authenticity is no longer enough. Creators who fail to connect with their audience on a deeper level will fall behind.
Single platform dependency - brands and creators who are not on multiple platforms will be left behind. Brands are looking for creators to diversify their content with the ability to push out ads on multiple platforms and capture audiences at every touchpoint.
What are your biggest tips for brands when engaging creators?
By Them: Looking ahead to 2025. Each talent we represent has their unique voice and style, making it crucial to tailor content that not only aligns with their personal brand but also resonates with their audience and the client's goals. 2025 is our opportunity to push creative boundaries, experiment with new formats, and redefine what impactful content can look like.
This year, we saw incredible success with long-term partnerships and event hosting. These initiatives not only strengthened relationships but also delivered standout moments for audiences and brands alike. Building on that momentum, we’re committed to deepening collaborations, working closely with clients to conceptualise and execute ideas that truly make an impact.
For our talent, it’s about crafting content that leaves a lasting impression - pieces that spark conversations and stay with their audiences long after they’re shared. Together, we’re setting the stage for a year of memorable storytelling, bold experimentation, and unparalleled creativity.
+++
IG: @bythem
