The state of the creator economy 2025 shows that influencer marketing is now a core brand strategy, with spending expected to grow 14.2% to $9.29 billion, despite potential TikTok restrictions.
Are you an Amazon seller wondering about the future of marketing?
The creator economy is booming, and it’s changing how brands connect with customers. Many sellers focus on tactics like Amazon SEO, Amazon PPC, and Amazon storefront optimization.
While these are important, they might be missing a big opportunity. This article will explain the state of the creator economy in 2025 and how Amazon sellers can use it to grow their businesses.
Influencer Marketing Becomes Essential as Creator Economy Expands in 2025
An EMarketer article reported that Influencer marketing is now a necessity, with U.S. spending projected to grow 14.2% to $9.29 billion in 2025, according to insights from the recent EMarketer virtual summit.
While a potential TikTok ban could impact creator budgets, the platform accounts for less than 20% of total U.S. influencer spending. Marketers are moving beyond follower counts, as algorithm-driven feeds make engagement quality a more reliable metric.
AI is playing a larger role in influencer selection and campaign measurement, addressing one of the biggest hurdles in the industry. Meanwhile, creators are shifting from viral content to sustainable audience-building, opening new opportunities for brand partnerships and product launches.
Emma Cortes Ellendt, Creator of Emma's Edition & the Creative Edition Podcast."The creator economy encompasses influencers, content creators, celebrities, musicians, chefs, and anyone who creates content online and shares it on digital platforms."
Instagram Leads Influencer Marketing in 2025 as TikTok Closes the Gap
A Collabstr study analyzing 10,000 brand-influencer collaborations found that Instagram remains the most popular platform for influencer marketing, hosting 42% of campaigns in 2024, with TikTok closely following at 41%.
Despite its newer presence, TikTok is projected to reach 1.8 billion monthly active users by the end of 2024, making it a key player for brand marketing. The study also revealed a growing demand for user-generated content (UGC), which now accounts for 15% of influencer collaborations, signaling a shift toward more authentic, non-branded content.
Meanwhile, influencer pricing has dropped across platforms, with UGC rates decreasing by 44.37% and TikTok influencer rates falling by 32.68%, giving brands more negotiating power.
Creative Marketing Beyond Amazon Becomes Essential for Seller Success
While major brands like Coca-Cola launch large-scale campaigns across TV, digital, and experiential channels, Amazon sellers must embrace creative, off-Amazon marketing tactics to stay competitive.
Leveraging resources like social media, influencer partnerships, and user-generated content allows sellers to drive external traffic, boost visibility, and strengthen brand presence—key factors in succeeding on and off the Amazon platform.
What Type of Content Can Amazon Sellers Create in 2025?
A DigiDay article outlined four key trends shaping the 2025 creator economy, offering valuable insights for Amazon sellers looking to refine their content strategies. With AI-generated personas becoming more common, sellers can use AI-driven product demos, ad creatives, and personalized customer interactions to enhance engagement.
Long-form content, such as episodic series, video podcasts, and in-depth product storytelling, is also on the rise, providing sellers with new ways to connect with their audience. Meanwhile, social commerce continues to expand, making TikTok, Instagram, and live shopping essential for driving external traffic and boosting sales on Amazon.
What Makes an Effective Marketing Plan for Amazon Sellers?
Kelly Ehlers, Founder and President of The Evoke Agency, shared insights in Forbes on building an effective marketing plan in 2025. Using her framework as a guide, here are key steps Amazon sellers can take to develop a strategy that drives traffic, boosts conversions, and strengthens brand presence.
Set Your Goals Straight
A well-structured marketing plan is essential for Amazon sellers looking to scale in 2025. The first step is to define clear business goals, whether it’s growth, market expansion, customer engagement, or retention.
Sellers should assess their key messaging, target audience, and brand strengths and weaknesses to create a focused strategy. By setting measurable objectives, Amazon sellers can optimize their marketing efforts, ensuring that every tactic—whether through Amazon PPC, external traffic, or brand storytelling—aligns with their long-term success.
Leverage AI
AI is now a critical tool for Amazon sellers looking to refine their marketing strategies and stay ahead of digital trends. With platform algorithms constantly evolving, leveraging AI-driven tools can help optimize product listings, enhance ad targeting, and improve search rankings.
Focusing on engagement metrics like saves, shares, and comments—rather than just impressions—can drive better visibility and conversion rates. By integrating AI into their marketing efforts, Amazon sellers can boost relevance, improve customer loyalty, and maximize their brand’s long-term success.
Utilize UGC and Influencers
UGC and influencer partnerships are powerful tools for Amazon sellers looking to build trust and drive conversions. Rather than focusing on follower count, sellers should collaborate with micro-influencers and industry leaders who align with their brand values and engage their target audience effectively.
Encouraging employees to create content can also add authenticity and credibility. By prioritizing relevance and engagement over reach, Amazon sellers can foster stronger customer connections and improve sales performance.
UGC helps Amazon sellers build trust and drive conversions. Here’s how to make it work:
- Partner with Micro-Influencers – Work with creators who align with your brand for higher engagement.
- Use Face-On Camera Content – Videos with creators speaking directly perform better than basic product demos.
- Drive External Traffic – Post UGC on TikTok, Instagram, and YouTube to boost Amazon visibility.
- Track Performance – Use tools like Helium 10 to measure UGC’s impact on search volume and sales.
- Test Multiple Creators – Work with several influencers to find the best-performing content.
- Repurpose UGC – Use high-quality videos in Amazon Brand Story, A+ Content, and storefronts.
Understand Customers Need and Address Them
For Amazon sellers, answering niche-specific customer questions is essential for building trust and driving sales. Consumers value direct, informative content that quickly addresses their concerns, rather than vague storytelling.
Sellers should focus on creating clear, engaging content—whether through optimized Amazon listings, high-quality main images, or informative videos—that directly responds to what customers are searching for.
By understanding pain points and delivering solutions, sellers can improve their click-through rates (CTR), conversions, and overall brand credibility on Amazon.
Offer Valuable Content
Combining education and entertainment can help Amazon sellers build brand authority and keep customers engaged. By offering free, valuable content, sellers can establish trust and position themselves as industry experts.
Steven Pope, founder of our Amazon agency, explains in this video above how providing free knowledge can drive business growth. Webinars, tutorials, and interactive social media content are effective ways to implement edutainment, helping sellers foster deeper connections and keep their audience coming back.
