Behind the Numbers: Social and Creator Economy Trends in 2025

Podcast Information:

• Title: Behind the Numbers: an EMARKETER Podcast
• Host/Author: eMarketer
• Episode: Social and Creator Economy Trends in 2025—Shopping Getting Even More Social and Serial Creator Videos Take Over Social Media
• Release Date: January 13, 2025

Introduction

In the January 13, 2025 episode of Behind the Numbers, hosts Marcus, Jasmine Emberg, and Minda Smiley delve into significant trends shaping the social media and creator economies. The episode focuses on how social platforms are increasingly encroaching upon traditional search budgets and the evolving landscape of creator content. Through insightful discussions, the hosts explore the integration of AI in influencer identification and the rise of serial creator videos as sustainable content models.

Main Social Trends

1. Social Media Squeezing Traditional Search Budgets

Presented by Jasmine Emberg

Jasmine Emberg initiates the conversation by highlighting a pivotal trend: social media platforms are progressively diverting budgets from traditional search engines as shopping becomes more integrated with social experiences.

• Key Points:

  • Shift in Consumer Behavior: More consumers initiate product searches within social media platforms rather than traditional search engines.
  • AI Integration: Platforms like Meta have integrated AI into their search functionalities, enhancing user experience and monetization capabilities. As Jasmine notes, "Meta AI had over 600 million monthly active users" ([00:43]).
  • Ad Partnerships: Collaborations between social platforms and retail giants like Amazon are bridging the gap between social media and retail media.

• Notable Quote:

  • Jasmine Emberg ([04:16]): “We are at this inflection point where you have consumers and the platforms all in on social search.”

Marcus supports this by referencing a 2023 survey indicating a shift in search preferences across all age groups, not just among Gen Z.

2. Messaging: The New Front in Monetization Wars

Presented by Minda Smiley

Minda Smiley explores the burgeoning trend of monetizing messaging within social platforms, positioning it as a new battleground for advertisers.

• Key Points:

  • User Shift to Messaging: Platforms like Snapchat and Instagram are seeing increased use as primary messaging avenues, beyond mere content consumption.
  • Advertising Challenges: Introducing ads into private messaging spaces is delicate, with platforms experimenting with formats like Sponsored Snaps.
  • Strategic Investments: Marketers are beginning to allocate a portion of their social budgets (5-10%) towards messaging-based advertising, indicating early adoption of this trend.

• Notable Quote:

  • Minda Smiley ([08:53]): “Sponsored Snaps was a huge shift in strategy for Snapchat... platforms have to find ways of monetizing that.”

Marcus raises concerns about user reception to ads in messaging, prompting Jasmine to acknowledge the potential resistance but also noting the gradual normalization as businesses engage more organically through these channels.

Creator Economy Trends

1. Influencer Identification and Boosting the Long Tail of Creators

Presented by Jasmine Emberg

Jasmine discusses advancements in influencer identification, emphasizing how AI is revolutionizing the way marketers engage with creators.

• Key Points:

  • Beyond Vanity Metrics: Traditional metrics like follower counts are giving way to more meaningful indicators such as engagement rates and creative alignment.
  • AI-Driven Tools: Emerging AI tools enable marketers to identify and segment creators more effectively, facilitating better matchmaking between brands and influencers.
  • Empowering Mid-Tier Creators: Enhanced identification strategies are expected to benefit medium-sized creators, expanding opportunities beyond the top-tier influencers.

• Notable Quote:

  • Jasmine Emberg ([15:42]): “AI in particular can help surface new creators and influencers. It can also help segment creators and influencers into more granular niches or subcategories.”

Marcus references research from Creator IQ, underscoring the importance of engagement rates and audience demographics in influencer selection, further validating Jasmine’s insights.

2. Serial Creator Videos Taking Over Social Media

Presented by Minda Smiley

Minda Smiley examines the rise of serial creator videos, advocating for their role in fostering sustainable and scalable content strategies.

• Key Points:

  • Shift to Predictability: Creators are moving away from single viral posts towards creating series-based content that offers consistency and long-term engagement.
  • Brand Partnerships: Serial videos provide a more stable platform for brands to engage in ongoing sponsorships, enhancing collaboration opportunities.
  • Diversification of Platforms: Creators are expanding their presence beyond traditional social media to streaming services and Connected TV (CTV), broadening their audience reach.

• Notable Quote:

  • Minda Smiley ([17:22]): “It's about building sustainable and transportable audiences through predictable programming rooted in a specific format and topic.”

Marcus echoes this sentiment by citing an excerpt from their report, which emphasizes the importance of building lasting audiences over chasing fleeting virality.

Conclusion and Star Baker

As the episode wraps up, Marcus crowns both Jasmine and Minda as "Star Bakers" for their insightful contributions:

• Social Trends: Jasmine receives recognition for elucidating how social media is encroaching upon traditional search budgets amidst the rise of social shopping.
• Creator Trends: Minda is honored for her analysis of serial creator videos, highlighting their potential to reshape content strategies and brand partnerships.

The hosts encourage listeners to explore further details in their comprehensive reports, "Social Trends to Watch in 2025" and "Creator Economy Trends to Watch in 2025," available in the show notes.

Final Thoughts

This episode of Behind the Numbers offers a comprehensive exploration of the dynamic shifts within social media and the creator economy. By integrating AI advancements and reimagining content strategies, both platforms and creators are navigating towards more sustainable and engaging digital ecosystems. Whether it's the migration of search activities to social platforms or the strategic use of serial videos, the trends discussed promise to shape the marketing and advertising landscapes well into 2025 and beyond.

For more insights and detailed trends, listeners are encouraged to access the full reports mentioned in the episode's show notes.