This year, the global creator marketing industry was valued at a record $16.4 billion, up from $1.7bn in 2016. And, in the last two years alone, 165 million creators have joined the global creator economy. 

Instagram brought back the chronological feed, and along with TikTok has become a key search destination. YouTube raised the stakes by changing the game in creator short-form compensation and BeReal was named Apple’s app of the year.

Brand marketers have been battling post-pandemic life and economic instability, and questioning the most effective way of connecting with consumers. The answer? Creators. 

Creators have a unique understanding of the social platforms now leading cultural moments, and the audiences engaging with them. Something which has become even more omnipresent in 2022. 

As we head towards the end of yet another unforeseeable year, our strategists, creatives and account leads across Europe and the US share 23 must-know creator trends set to dominate the industry in 2023 – allowing brands to maximise their reach, engagement, and revenue.

Our creator marketing trend predictions for 2022 were pretty bang on, so why not take a look at this year’s?

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