Nike, L'Oréal, Amazon, Mercado Libre Expand Creator Economy Spending

The creator economy, valued at $250 billion, is projected to reach $480 billion by 2027, according to Goldman Sachs. The Interactive Advertising Bureau estimates global investment in creator‑led campaigns will exceed $37 billion in 2025, a 26 % year‑over‑year increase.

Major brands are shifting from pure reach to deeper content partnerships. Nike has moved its ad spend toward fitness and lifestyle creators on TikTok, Instagram and YouTube, integrating them into ongoing brand communities. L'Oréal appointed actress‑creator Rebecca “Becky” Armstrong as a global ambassador, generating $11.1 million in media‑impact value at the Cannes Festival, accounting for 44.1 % of the brand’s total impact. Amazon and Mercado Libre are also reallocating budgets to creators who can drive sustained conversation, engagement and e‑commerce conversion.

The new approach prioritises content quality, community affinity, viewing time, organic conversation and consistent production over follower counts, turning creators into permanent members of brand teams rather than one‑off promotional channels.