As the creator economy continues to evolve, understanding what drives creator partnerships has never been more important. The Digital Dept.'s 2025 Creator Report reveals insights into where creators are most active, what they seek in brand partnerships, and the factors influencing their campaign decisions. Below are a few key stats and highlights to guide your influencer strategy to success this year. 

Most popular content categories: 

• 83% of respondents share lifestyle content
• 75% create fashion content for their followers
• 66% share beauty content to their channels 
• 34% post travel content on their feeds

What types of partnerships are creators accepting?

• 97% of respondents accept paid partnerships
• 69% will accept gifting partnerships
• 37% are open to accepting affiliate program partnerships 

Stats to know:

• 70% of creators said that Instagram was their primary platform for brand campaigns, followed by TikTok at 26%
• Brand alignment is the biggest deciding factor in whether or not a creator will accept a brand campaign offer with 68% of respondents marking that as their primary deciding factor
• 54% of respondents noted their deal flow has increased in the past year