NEW YORK, NY – January 18, 2026 — House of Marketers, a global influencer marketing agency, released analysis highlighting how the creator economy is increasingly shaping consumer discovery, engagement, and purchasing behavior across retail and advertising channels.
The findings draw on publicly available platform data, industry research, and the agency’s aggregated campaign observations across 2024 and 2025. According to the analysis, creator-led media has moved beyond a supplemental role and is becoming a consistent component of digital demand generation for brands operating in sectors such as beauty, consumer packaged goods, retail, and technology.
Industry forecasts referenced in the analysis indicate that creator-related advertising spend in the United States is projected to reach approximately $37 billion in 2025, with estimates from financial institutions placing the global creator economy’s total addressable market near $480 billion by 2027. House of Marketers noted that these projections reflect broader shifts in how marketing budgets are being allocated across performance and discovery channels.
The agency’s review also cited engagement metrics published by major social platforms, which suggest that creator-produced content often generates higher levels of interaction than traditional brand-produced assets. Increased comment activity and real-time engagement have been observed on creator-supported placements, indicating changes in how audiences respond to product-related content within social environments.
“Creators are playing a growing role in how consumers encounter and evaluate products,” said Inigo Rivero, Founder and Managing Director of House of Marketers. “Across most industries, brands are adjusting their media strategies to account for how creator-led content influences discovery and engagement patterns.”
House of Marketers also referenced third-party research on consumer trust and credibility. Industry studies have indicated that audiences frequently perceive creator-led content as more authentic than conventional advertising formats, particularly in categories where peer validation and experiential context influence purchasing decisions. The agency positioned these findings as part of a broader shift in how influence and persuasion function within digital ecosystems.
The analysis further highlighted developments in platform infrastructure that support creator-driven commerce. Social platforms continue to integrate shopping features directly into content feeds, enabling users to move from discovery to transaction within a single environment. House of Marketers noted that these changes may affect how brands approach attribution, performance measurement, and campaign planning in social commerce contexts.
According to the agency, the insights reflect a combination of external market indicators and anonymized client activity trends. House of Marketers emphasized that the creator economy’s expansion represents a structural evolution rather than a short-term marketing trend, as platforms, advertisers, and consumers adapt to creator-centric engagement models.
Additional information about House of Marketers and its research-driven approach to influencer marketing is available on the company’s website.
About House of Marketers
House of Marketers is a global influencer marketing agency providing creator-led strategy, campaign execution, and market analysis services. The agency works with brands across retail, beauty, technology, and consumer industries to support data-informed digital marketing initiatives.
Media Contact
Inigo Rivero, Founder and Managing Director of House of Marketer
House of Marketers
Email: newbusiness@houseofmarketers.com
Website: https://houseofmarketers.com/