Key Takeaways:
- Creators are boosting engagement on social media platforms like Instagram and TikTok.
- Brands are seeing big gains by partnering with creators who feel authentic.
- TikTok is great for reaching more people, while Instagram is better for getting likes and comments.
- Sharing content has become super important for making brands popular.
If you spend a lot of time on social media, you’ve probably noticed something big happening. More and more, it’s not just brands posting ads or pictures. Instead, it’s everyday people—called creators—who are making waves and getting tons of engagement. A new report from Dash Social shows just how much creators are changing the game.
Why Creators Are So Important Right Now
The report, called the “2025 Social Media Trends Report,” reveals some pretty cool stats. For example, in 2024, Instagram saw a 13% jump in engagement thanks to creator content, and TikTok had an amazing 46% increase. These numbers show that working with creators is no longer just a trend—it’s a must for brands wanting to stay ahead.
Creators are helping brands in big ways. They make brands feel more real, funny, and trustworthy. Instead of feeling like ads, creator posts feel like recommendations from a friend. This is huge because people trust real people more than ads.
Trend #1: Creator Influence Keeps Growing
The report looked at data from 149 TikTok creators and 151 Instagram creators. What did they find? Engagement is growing fast across both platforms. This means brands need to partner with creators more than ever if they want to connect with their audiences in a way that feels real.
For brands, this means finding creators whose values match theirs. When a creator loves a brand, it shows in their posts, and people can tell.
Trend #2: Different Platforms, Different Strengths
Another big finding? TikTok and Instagram are great for different things. If a brand wants to reach more people, TikTok is the way to go. On average, TikTok creators have 61% more followers than Instagram creators. But if a brand wants likes and comments, Instagram is better. Posts there get 17% more likes and 30% more comments.
So, brands should think about what they want. Need more followers? TikTok is your friend. Want people to engage more with your posts? Instagram might be better.
Trend #3: Shares Are Key to Success
Shares are becoming a huge deal. When people share your content, it reaches way more people. On TikTok, creator content gets shared 10 times more than posts made by brands themselves. That’s a big deal!
Brands are noticing this. For example, a brand called BÉIS saw a 200% increase in TikTok comments and a 37% boost in shares after working with creators. UGG, a well-known comfort brand, became a trendsetter on TikTok by staying on top of creator trends. They gained 112% more followers and 367% more comments between 2023 and 2024.
Trend #4: Creators Help Brands Grow
Some brands are doing an amazing job with creators. For example, Allrecipes focuses on TikTok videos that solve problems or give honest reviews. This led to a 59% increase in TikTok shares and a 130% jump on Instagram.
Crumbl, a brand with super-visual desserts, uses its pretty products to drive shares. They got 21 million profile views and 1.5 million shares on TikTok in just a year.
How Brands Can Win with Creators
So, what should brands do? Here are three tips:
- Work with creators who feel authentic – They should align with your brand’s personality.
- Use the right platform for your goal – TikTok for reach, Instagram for engagement.
- Focus on making content shareable – Creators are masters at this.
The Future of Social Media
As social media keeps changing, one thing is clear: creators are here to stay. For brands, working with creators isn’t just a nice-to-have—it’s a must-have. Brands that embrace this will thrive in the years to come.
So, the next time you scroll through your feeds, take note of how many posts are from creators. They’re not just making content—they’re shaping how brands succeed online.
This blog was written by a human for Project Casting.
