In November, IAB reported that U.S. creator economy ad spend was projected to reach $37 billion in 2025, up 26% year over year and growing far faster than the broader media market. Marketing Dive also covered the report, noting that creator investment was becoming a serious media strategy rather than a side experiment.

For small and medium sized businesses, the creator economy can feel like a big-brand game. It does not have to be. The core idea is simple: people trust other people, especially when the content feels useful, local, specific or entertaining.

Creators are not just awareness

The more mature creator strategy in 2025 was not just paying someone to post once and hope for reach. It was using creators as content partners, product educators, local voices, testers and proof builders. For SMBs, a creator campaign can be small but powerful if the audience is relevant and the offer is clear.

Brand Fuel Digital CEO/Founder Paul Burns says SMBs should avoid confusing follower count with fit. “A local creator with a smaller but trusted audience can outperform a broad influencer if the audience matches the business. The question is not who is famous. The question is who can credibly introduce your offer to people who might actually buy.”

How SMBs can use creators wisely

• Start with customer fit. Choose creators whose audience overlaps with your market, geography or niche.
• Define the content job. Is the creator demonstrating, reviewing, educating, comparing or driving a promotion?
• Negotiate usage rights. The best value may come from using creator content in paid ads, email or landing pages.
• Track real outcomes. Use codes, landing pages, UTM links, call tracking or post-campaign lift analysis.
• Keep disclosure clean. Trust disappears quickly when sponsored content is unclear.

Brand Fuel Digital’s View

Creator marketing became a core media channel because it fills a trust gap. Ads can reach people, but creators can make the offer feel more human. That is especially valuable for SMBs that need credibility, not just impressions.

The best creator partnerships are built like campaigns, not favors. Define the message, measure the outcome and repurpose the strongest content. When creator work is tied to business goals, it becomes more than social buzz. It becomes part of the growth engine.

Sources: IAB Creator Economy Ad Spend & Strategy Report announcement and Marketing Dive on creator ad spend reaching $37B.