Holiday 2025 Creator Marketing Report: Creators Are Reshaping Holiday Influence

As the creator economy continues to mature, brands are rethinking how they collaborate with influencers to drive cultural relevance and connection. PMG’s latest research report, Creator Conversations: Holiday 2025 Edition, features insights from 14 leading creators across lifestyle, fashion, and beauty, offering a first-hand look at what’s shaping the next wave of creator marketing.

The findings reveal how creators are redefining authenticity, embracing AI as a creative tool, and prioritizing long-term partnerships built on trust and shared values, helping brands understand how to build relationships that resonate beyond a single post or campaign.

What You’ll Learn 

• Authenticity Above All: Eight in ten creators say being genuine and relatable is the most important factor in connecting with audiences, reinforcing the growing demand for transparent storytelling.

• AI as a Creative Co-Pilot: Half of creators are integrating AI tools into their workflows for ideation and editing, balancing efficiency with human creativity to produce more compelling content.

• Partnerships with Purpose: Creators are seeking brands whose values align with their own, shifting from transactional deals to long-term collaborations that feel natural and audience-first. 

• Beyond the Post: The next phase of influencer marketing will extend across platforms and formats, from social content to IRL experiences and co-created products, forming what PMG calls creator partnership ecosystems.

As creators evolve into brands themselves, PMG’s research shows that success in the months ahead will belong to marketers who treat creators not as channels, but as partners in growth.

Download the full report to learn more.