Creator Insights

What’s here, what’s coming, and what’s possible for creators in 2025 and beyond. Discover exclusive insights into creators’ upcoming projects and unlock data to drive your next campaign.

Creators 
shape culture.
Brands fuel it.

At #paid, we connect brands with creators during authentic life moments that resonate—because partnerships rooted in authenticity drive better results. Use this guide to tap into creator insights and craft a strategy that resonates with the right people, at the right time.

To help brands align with these moments, we surveyed our network of 100,000+ creators across North America—from micro to celebrity—to uncover the key life milestones shaping their year ahead. These insights offer a look at the experiences that matter most to creators and the opportunities for brands to engage in ways that truly resonate.

wayfair logo
SONY logo
UNIQLO logo
KitchenAid logo
PETSMART logo
BEIS logo
NETFLIX logo
rhode logo
Urban Decay logo
Prada logo
e.l.f logo
ASOS logo
Pottery Barn logo
Revolve logo
NYX logo
Charlotte Tilbury logo
Canon logo

Top brands creators want to work with in 2025

The Ritz-Carlton logo
Aritzia logo
Royal Caribbean logo
REI logo
Adidas logo
Fabletics logo
ninja logo
Airbnb logo
Disney logo
Zara logo
Toyota logo
MAC logo
Dove logo
Costco logo
Ugg logo
Visa logo
Meta logo
The north face logo
Macys logo
Ford logo
Amazon logo
Nestle logo
American Express logo
coach logo
Ulta Beauty logo
Home Goods logo
Apple logo
Abercrombie & Fitch logo
Samsonite logo
Nike logo
Maybelline logo
Target logo
Four seasons logo
dyson logo
Skims logo
Expedia logo
Delta logo
hudabeauty logo
The Home depot
H&M logo
American eagle outfitters logo
Sephora logo
Alo logo
Dior logo
Sol de Janeiro logo
Ikea logo
Nespresso logo
TD Bank logo
Nars logo
Poppi logo
Lululemon logo
American airlines logo
Starbucks logo
CVS logo
Walmart logo
Mariott logo
Votages logo
Rare Beauty logo
United logo
Glossier logo
Summer Fridays logo
Old Navy logo
Nordstrom logo
Canadian Tire logo
Cetaphil logo
Air Canada logo
Anthropologie logo
Hilton logo
Chanel logo
McDonald's logo

Top brands creators want to work with in 2025

wayfair logo
SONY logo
UNIQLO logo
KitchenAid logo
PETSMART logo
BEIS logo
NETFLIX logo
SAMSUNG logo
rhode logo
Urban Decay logo
Prada logo
e.l.f logo
ASOS logo
Pottery Barn logo
Revolve logo
NYX logo
ninja logo
Airbnb logo
Disney logo
Zara logo
Toyota logo
MAC logo
Dove logo
Costco logo
Ugg logo
Visa logo
Meta logo
The north face logo
Macys logo
Ford logo
Amazon logo
Nestle logo
American Express logo
coach logo
Ulta Beauty logo
Home Goods logo
Apple logo
Abercrombie & Fitch logo
Samsonite logo
Nike logo
Maybelline logo
Target logo
Four seasons logo
dyson logo
Skims logo
Expedia logo
Delta logo
hudabeauty logo
The Home depot
H&M logo
American eagle outfitters logo
Sephora logo
Alo logo
Dior logo
Sol de Janeiro logo
Ikea logo
Nespresso logo
TD Bank logo
Nars logo
Poppi logo
Lululemon logo
American airlines logo
Starbucks logo
CVS logo
Walmart logo
Mariott logo
Votages logo
Rare Beauty logo
United logo
Glossier logo
Summer Fridays logo
Old Navy logo
Nordstrom logo
Canadian Tire logo
Cetaphil logo
Air Canada logo
Anthropologie logo
Hilton logo
Chanel logo
McDonald's logo

As the creator economy is projected to grow from $250 billion to roughly $480 billion by 2027 (Goldman Sachs, 2023), these insights are invaluable for brands, marketers, and agencies looking to build meaningful, high-quality partnerships.

CALENDAR

Where Creators Are Going:
The biggest events of 2025

A graph showing events of 2025
A graph showing events of 2025
CALENDAR

Creators are celebrating key life moments—here’s a look at the biggest milestones shaping their lives in 2025

8%
Weight loss goals
12%
Anniversaries
10%
Trying for a baby
12%
Starting a business
7%
Launching a podcast
10%
Raising a kid (0-3 years old)
testimonial author image
My daughter is turning one, I'm going to celebrate my 7th wedding anniversary in April 2025, and I started a brand new pickleball paddle company earlier this year.
@creator
440K followers
testimonial author image
Celebrating a five-year anniversary, completing 75 Hard, and reaching three years of self-employment.
@creator
437K followers
testimonial author image
Starting a YouTube channel with my sisters, just got married, moving into our first apartment and decorating it for the first time.
@creator
116K followers
testimonial author image
I'll be running a marathon this spring/summer. We are also on 
a hunt to find a lake house in Wisconsin this year.
@creator
193K followers
testimonial author image
Saving for retirement, teaching my kids about investing and also hoping to buy a new car and house.
@creator
193K followers
testimonial author image
Moving to California; doing a tour of different neighborhoods where I book various Airbnbs for the first 2.5 months of the year.
@creator
319K followers
Purchases

The biggest purchases creators are making this year

A bubble chart showing the biggest purchases creators are making this yearA bubble chart showing the biggest purchases creators are making this year
Financial Goals

How creators are prioritizing their savings in 2025

40% First home
29% Retirement
34% House
42% Small business
17% Education
18% Life insurance
40% Home improvements
51% Decor
9% Mortgage insurance
TRAVEL

Creators are 
looking forward to a variety
of travel experiences

A bar chart showing a variety of travel experiencesA bar chart showing a variety of travel experiences
“Being able to get on the same page with brands in advance about what my life will look like, creates partnership opportunities that might otherwise be missed due to timing.”
10:32 AM
Oct 25, 2024
Kira Kosarin
@kirakosarin
8.9M followers
A girl is smiling at the camera
Health

The biggest health challenges and chronic illnesses impacting
creators

16%
Allergies
14%
Anxiety
9%
Depression
9%
Hair loss
9%
ADHD
7%
Migraines
7%
Asthma
7%
Digestion
6%
IBS
3%
Diabetes
3%
Arthritis
10%
Other
54%
Launch a new business
or project
23%
Launching another
social channel
11%
Obtaining a certificate
10%
Becoming
a mentor
Personal Development

Creators are prioritizing growth this year, with 54% launching a new business or project

7%
Master’s
degree
7%
Bachelor’s
degree
3%
Diploma
1%
PHD
6%
Finding a mentor
Personal Development

Creators are prioritizing growth this year, with 54% launching a new business or project

54%
Launch a new business
or project
23%
Launching another
social channel
11%
Obtaining a certificate
10%
Becoming
a mentor
7%
Master’s
degree
7%
Master’s
degree
6%
Findinga mentor
1%
PHD
3%
Diploma
Sports

Sports teams that creators tune 
into week after week

Fuel Big
Moments With
Bigger Ideas

From milestone celebrations to everyday passions, creators are shaping culture in ways that resonate deeply with their audiences. By partnering with creators during these milestone moments, you’re not just crafting campaigns; you’re fueling stories that inspire, engage, and deliver results.