Get ahead of the curve: 2025’s top creative trends out
From human-centered, authentic storytelling to creator collectives, cross-generational content, and the art of trend-spotting, Artlist’s 2025 Trend Report reveals the creative forces shaping the year ahead.
Industry trends are growing at a faster rate than ever before, blazing into focus before fizzling out again. It’s harder than ever for marketers to know what’s shaping tomorrow’s creative content landscape, so they can stay ahead of the curve. But they need to, if they’re going to grab a slice of the booming, $480bn creator economy. In fact, 76% say trend leadership is crucial for brand success these days.
Enter the Artlist Trend Report 2025, drawing on feedback from 5,000 global content creators and interviews with industry leaders to uncover what’s shaping creativity in the year ahead. The report from the creative technology platform unpicks the secrets behind the creator economy, giving marketers a new roadmap for a fast-moving, lucrative, and volatile journey.
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For instance, 35% of creators plan to work with as many brands as possible in 2025, according to the report. But nearly the same amount (31%) is going to prioritize working with just one brand. Meanwhile, 64% of consumers would switch brands if a creator they follow promoted something new. What other insights and stats should marketers be aware of?
Here are three key trends from the report:
1. The human renaissance
As artificial intelligence continues to transform the creative landscape, a powerful countertrend is emerging that celebrates the rise of human intelligence – the heart, humor, and emotional depth that humans bring to the table.
Brands and creators are focusing on nuanced, genuine human expression and storytelling that celebrates local tastes, traditions, and preferences, to build a deeper connection with their audience. Today, 42% of content creators focus on producing short films with personal, culturally rooted stories – up from 30% in the 2024 Artlist Trend Report.
This shift will give rise to ‘design carbs’, visual elements that resonate with audiences on a deeper level and provide emotional satisfaction in our increasingly digital world. For example, these could be natural materials, warm color palettes, and familiar, nostalgic motifs.
Audiences are becoming more curious about the inspiration and the human touch behind stories. And so marketers can expect the story behind the content to be as important as the content itself. As Amit Ashkenazi, chief strategy officer at Artlist, explains: “Keep your unique ideas and personal flair at the heart of everything you create. By adding emotions, humor, and sharing insights into the process, brands can build deeper connections with their audience, adding layers of meaning and context that enhance the overall impact of their work.”
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2. Collective creator marketing power
These days, it’s not just smart to partner with influencers and content creators to boost brand relevancy – it’s essential. Almost 40% of creators want deeper, more meaningful partnerships with brands, according to the report. And they’re boosting their creative impact by forming collaborative creative groups.
These collectives are sharing resources, audiences, and diverse skills to drive higher brand engagement. And they’re also establishing new economies of scale when it comes to content creation – good news for marketers who are increasingly expected to produce more, standout content, with less budget. So brands would do well to integrate influencer collectives fully into their marketing strategy, from ideation to execution. After all, the report says, 37% of creators are looking for more creative freedom within their influencer partnerships.
“Creator collectives offer versatile solutions that resonate in diverse business contexts. Connect with influencers who have strong, specific, and relevant fanbases to create standout content and drive credibility within specific communities. And partner with fewer yet aligned creators to build long-term relationships and encourage authentic, creative storytelling,” says Ashkenazi.
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3. Cross-generational content
The traditional, age-based approach to content targeting is being turned on its head. Over 70% of 50–64-year-olds are active on platforms once considered Gen Z territory. TikTok’s star creators include ‘granfluencers’ as well as college students these days. Meanwhile, TikTok’s For You feature is serving up tailored feeds adapted to an individual user’s preferences, not to their age group.
As a result, older generations are more connected to youth culture. And this shift is creating opportunities for content that reaches and resonates across platforms and age groups.
“Trends and niche content still exist, but now they’re open for discovery by everyone,” Ashkenazi says. “Content that taps into shared cultural moments and speaks across generations has the potential to expand audience reach, building greater brand awareness. When creators from different age groups collaborate, they can spark a sense of connection and inclusivity that resonates with a wide audience.”
This type of cross-generational approach can also be kinder to marketing budgets. By focusing on the wider interests, values, and experiences of a more diverse audience, brands can increase their potential customer base, and scale production runs more cost-effectively.
For more creative trends, industry examples and actionable insights for the year ahead, visit Artlist Trend Report and get free, instant access to the full report.
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