The big picture: Large enterprises are increasingly bringing creator and influencer marketing programs in-house, shifting away from traditional agency models to gain greater control and agility. This strategic pivot is driven by the massive growth in social media advertising and the broader creator economy.

Why it matters: This shift fundamentally alters contingent workforce management, demanding new approaches to talent acquisition, procurement, and HR compliance for a growing pool of independent contractors.

Between the lines:

• Social media became the largest ad channel in 2024 with $247 billion in global spend.
• Influencer marketing spend is projected to hit $32 billion in 2025, within a broader creator economy reaching $191 billion.
• In-housing offers control, performance, and agility but adds significant back-office and talent management complexity.

Staffing & HR impact: Staffing firms must adapt to support enterprise clients managing large volumes of independent creators, potentially offering specialized compliance, payroll, or talent management solutions. HR departments face new challenges in onboarding, compensating, and ensuring compliance for a diverse, project-based creative workforce.

The bottom line: The booming creator economy is driving a significant structural change in how companies acquire and manage creative talent.