The creator economy isn’t slowing down. In fact, it’s on track to nearly double—from $250 billion to $480 billion—by 2027. And as that pie grows, so does the need for clear insight into how creators think, spend, and plan.
This week, creator marketing platform #paid published its 2025 Creator Insights Report. The report gathers survey responses from thousands of creators. The goal: show how influencers are spending their time, managing their money, and building long-term value—both online and offline.
Brands Are Putting Their Money Where the Creators Are
Marketing teams are shifting budgets. Around 40% of brand dollars now go to influencer partnerships. That means decisions from creators—where they travel, what they buy, when they post—carry more weight than ever.
#paid’s Chief Strategy Officer, Adam Rivietz, says this moment calls for more than surface-level metrics. “Brands need to understand what creators actually care about,” he said. “That’s how real partnerships are built. Not with likes and reach stats—but with shared priorities and smart timing.”
Key Findings: What Creators Are Focused On in 2025
Travel Plans and Major Events
Festival season is still a magnet for content. In 2025, Coachella is pulling twice the interest of SXSW. Influencers are heading to both, but the draw of the California desert is clearly winning out. Outside the big names, staycations and wellness retreats are also on the radar—especially for lifestyle creators balancing screen time and self-care.
Business Moves and Platform Shifts
Creators aren’t standing still. More than half are launching new projects—whether that means a product line, podcast, or full-on business. Meanwhile, 23% are branching out by adding new social platforms to their mix.
That could mean TikTokers moving to YouTube, or Instagram-first creators building Discord communities. This shift suggests creators are spreading risk and trying to build longer-term engagement.
Money Matters and Major Buys
Most influencers aren’t just looking to grow income. They’re trying to protect it. A full 87% of respondents say growing their savings is a major priority in 2025.
And they’re spending with big goals in mind:
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42% plan to buy a new vehicle
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34% are house hunting
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10% are trying for a baby this year
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Another 10% are already raising children
These stats signal a shift. Content creation isn’t just a gig. For many, it’s the financial base for building a life.
Sports Teams That Dominate Creator Engagement
Some teams are hotter than others with online audiences. The Lakers, Yankees, and Chiefs top the list of sports brands that creators actively promote and align with.
For marketers, that’s a cue. Sponsorship opportunities tied to teams with crossover appeal can offer bigger reach, especially when paired with creator content that feels personal—not scripted.
Why This Report Matters for Marketing Teams
For brands, timing matters. Kira Kosarin, an influencer with 8.9 million followers, put it plainly: “Getting on the same page early means more partnership options. If brands know what my year looks like, they can plan around it.”
This applies to product drops, launches, collaborations, and campaigns. Miss that window, and both sides lose out.
More Than a Snapshot
This isn’t a one-time check-in. The Creator Insights Report serves as a benchmark for how creator lifestyles influence business choices. And in a market where brands rely heavily on creators to shape campaigns and reach customers, that kind of insight matters.
Marketers who pay attention to these patterns can move faster and work smarter. They can align campaigns with creator goals. They can avoid clashes with personal timelines or life events. And they can build real, useful partnerships—ones that last longer than a single sponsored post.
The full report is available at hashtagpaid.com/creator-insights.
