In Episode 184 of Earned, CreatorIQ's Chief Marketing Officer Brit Starr sits down with Jasmine Enberg, former VP, Principal Analyst at EMARKETER. We dive into CreatorIQ's annual State of Creator Marketing Report and what it reveals about the future of trust, community, and content performance. Brit and Jasmine unpack the shift from creator-focused to content-first strategies that are driving measurable business impact.

You'll hear how influencer marketing investment has surged 171% year over year, signaling a major move from traditional media to creator-led strategies. We dig into how marketers are redefining ROI, navigating new measurement challenges, and building scalable programs that deliver lasting results. We discuss how brands can balance innovation with authenticity—using AI to enhance workflows without losing the human touch. From the rise of professionalized creator ecosystems to the growing competition across platforms like Instagram, TikTok, and YouTube, this conversation offers a clear view of where content creation is headed next.

In this episode, you'll learn:

What the 2025 State of Creator Marketing Report reveals about investment, challenges, and emerging trends.
Why measurement and ROI have become the top challenge for marketers investing in creator programs.
Where AI fits into a human-centered creator economy, and how TikTok, YouTube, and LinkedIn are competing for creator marketing budgets.

Connect with the Guest:

Jasmine's LinkedIn - @jasmine-enberg

Connect with Brit Starr & CreatorIQ:

Brit's LinkedIn - @britmccorquodale
CreatorIQ LinkedIn - @creatoriq

Follow us on social:

CreatorIQ YouTube - @CreatorIQOfficial
CreatorIQ Instagram - @creatoriq
CreatorIQ TikTok - @creator.iq
CreatorIQ Twitter - @CreatorIQ

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