Creator Marketing Soars in 2024- A New Era of Engagement
1.7M
Creator marketing hit record levels in 2024, with brands on CreatorIQ generating 486.6 billion impressions (+184% YoY) through 197,800 creators and 3.1 million posts. Creator payouts rose 47% YoY to $79 million, averaging $4,206 per transaction. Engagement surged 159% to 23.4 billion interactions, with Instagram leading at 1.7 million posts and TikTok posts growing 72%. Brands are prioritizing multiplatform campaigns (60%) and creator attributes (17.7%) over follower counts, signaling a shift toward strategic, long-term partnerships and brand safety.
$305.70 B
Mobile ad spending will hit $203.61 billion in 2024, capturing 65.8% of digital ad spend, while desktop/laptop grows 11% to $76.91 billion. By 2028, mobile will reach $305.70 billion, while desktop/laptop will surpass $100 billion by 2027. The desktop retains value despite mobile dominance, signaling a stabilizing equilibrium between platforms.
25%
Snap announced a unified monetization program starting February 2025, rewarding creators equally for content in Stories and Spotlight. Eligible creators need 50,000 followers, 25 monthly posts, and 12,000 hours of monthly view time. Spotlight viewership is up 25% YoY, and creators on Snapchat have tripled in 2024, as Snap positions itself to attract TikTok creators and marketers amid shifting platform dynamics.
$100B
Facebook’s global advertising revenue is set to surpass $100 billion in 2024, joining Google as the only media brands to hit this milestone, per WARC Media. Growth is driven by AI-powered ad tools like Advantage+ Shopping Campaigns, boosting ROAS by 12% in two years. However, Facebook’s percentage of the global social market is shrinking, with Instagram and TikTok capturing younger audiences, though its ads business remains four times larger than TikTok’s.
157M
About 157.2 million people are expected to shop in stores, online, or both on the final Saturday before Christmas, up from 141.9 million last year, per the NRF. Nearly half plan to shop both channels, with apparel, toys, and gift cards being top purchases. Shoppers are also expected to spend between $979.5 billion and $989 billion this holiday season, with 71% planning to shop post-Christmas for sales, gift cards, or exchanges.
$200B
Retailers are leveraging AI to drive personalization, pushing holiday sales to over $200 billion—a 12% increase from last year, per Salesforce. Since November through promotions and recommendations, AI-engaged businesses seeing 38% higher engagement. Retailers like Target and Nordstrom are using generative AI tools to enhance last-minute holiday shopping.
85%
Today’s marketers face the challenge of delivering quick results while building long-term loyalty. According to Intuit’s Revenue Blueprint report, 85% of marketers have adopted or plan to adopt AI tools, while 87% of performance-focused marketers rank email as their top channel for awareness. The report also highlights that 64% of revenue leaders effectively use customer data platforms, making them 25% more likely to leverage AI and predictive analytics for personalised strategies and growth.