In 2025, the creator economy is no longer about who shouts the loudest. Brands are shifting away from one off sponsored posts and mass reach influencers and instead focusing on partnerships that deliver real connection, long term value, and measurable ROI.
Whether it’s a skincare brand partnering with a niche wellness creator, or a national retailer working with a lifestyle powerhouse, one thing is clear: success now depends on how well the creator fits with your brand goals.
This blog explores what the most effective creator partnerships look like today, the types of creators that are driving results, the platforms that matter, and how to choose the right partner for your business.
Why the game has changed
Over the past few years, the way brands work with creators has evolved. It’s not just about reach anymore, it’s about return.
Here’s what’s driving the shift:
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Smaller creators are delivering bigger results. Their tight-knit audiences trust them more and that trust converts.
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Platforms are diversifying. It’s not just Instagram and TikTok anymore, creators are growing on Threads, YouTube Shorts, Substack, and even live shopping formats.
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Long-term collabs are in. One-off ads are out. Brands are building creator partnerships that last for months, even years and it works.
As the creator economy matures, it’s clear that not all influence is created equal. From niche experts with small-but-mighty followings to creators who span platforms and formats, each brings something different to the table.
To help make sense of what’s working right now, we’ve broken down a few standout examples into three key types. Whether you’re looking for high engagement, multi-channel reach, or long-term brand building, here’s what strong creator partnerships look like in practice.
Micro and nano community builders (1K–50K followers)
These creators may have smaller audiences, but they pack a punch when it comes to engagement. Their content feels personal, authentic, and often outperforms bigger influencers in clicks, saves, and sales.
Zoe-Nicole Laureano (@razofoodie)
@razofoodie Trying Blackpink’s Lalalisa’s very own matcha in London! 🍵🧋 AD Lisa’s fave just dropped at @heytea.uk 💚 The new matcha bobo coconut and the iconic cloud coconut blue are the ultimate summer refreshers — creamy coconut, blue spirulina, rich matcha, and those perfect jelly + boba layers. 📅 Buy 1 get 1 free on Aug 16 — only for a day, so don’t miss it. #lisa #blackpink #heytea #bluematcha #matcha #bestmatcha #bobalove #boba #bubbletea #matchalover #matchadrinks #summerdrinks #londonfood #londonfoodie #londonbubbletea #matchalondon #londonchinatown #londoneats #blinks #londondrinks #bubbletealondon
Serving up London’s food scene across Instagram and TikTok, @razofoodie engages a hyper-local audience. Recent branded posts with a multitude of dining experiences and restaurants demonstrate their ability to merge relevance with real reach.
Cross-platform strategists
These creators don’t just post — they build brands. With a presence across podcasts, newsletters, and social platforms, they’re connecting with audiences in more meaningful ways.
Amelia Dimoldenberg (@ameliadimz)
@ameliadimz Phoebe & Jennifer back together again ! #JenniferLawrence @The Oscars
From Chicken Shop Date to red carpet reporting, Amelia mixes humour and authenticity across YouTube, Instagram and TikTok. Her year-long partnership with Bumble shows the power of personality-led, cross-channel presence.
Gold tier – long-term brand architects
These are the names you probably already know, but what makes them stand out isn’t just their following. It’s their ability to consistently deliver across multiple campaigns, often year after year.
Molly-Mae Hague (@mollymae)
@cleanipedia_uk We could listen to this all day @Molly-Mae ☁️🎙️ Always keep away from children, learn more at www.keepcapsfromkids.eu
One of the UK’s most recognisable influencers, Molly-Mae has shifted from Love Island fame to long-term brand partner. Her work with PrettyLittleThing and Beauty Works, and now being one of the biggest names in the influencer space and a proud multi business owner. If this doesn’t show what influencers can do – we don’t know what can. It is good to note that even the biggest of names like Molly still do take brand partnerships, if they are the right fit! Recently she became a brand partner and has her own range with Persil and Comfort which created ads for her new Amazon Prime docu-series, the star said it was the perfect fit for her life as a mum.
How do you know when a creator is right for your brand?
Choosing the right creator isn’t about who has the most followers — it’s about finding someone who fits your brand, understands your goals, and can deliver real value.
Start with your business objectives. Are you aiming to increase awareness, drive product sales, or grow your email list? Your KPIs should guide who you work with.
Look at their engagement. Are people commenting, saving, clicking through? Someone might have thousands of followers, but if no one’s interacting, it won’t translate into results.
It’s also about brand fit. Ask yourself:
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Does this creator’s content align with your values?
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Have they worked with similar brands?
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Does your product feel natural in their content?
Finally, consider their platform strengths. If you’re launching a visual product, Instagram or YouTube Shorts might be ideal. Looking for deeper storytelling? Try Substack or YouTube long-form.
In 2025, the creators who stand out are those who bring value, not just visibility. Whether they’re micro influencers with sky-high engagement, or household names delivering at scale, the key is consistency, trust, and ROI.
Need help shaping your next campaign? We work with brands to connect them with creators who drive real impact. Call us on 0113 430 4160 or email hello@prohibitionpr.co.uk
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