Creator economy shifts from digital to in-person experiences, survey shows

The creator economy is undergoing a fundamental transformation as influencers abandon screen-based interactions for real-world experiences. According to new research from The Influencer Marketing Factory, 41% of U.S. social media users ages 18-65 attended at least one in-person influencer event in the past year.

The findings, released on September 26, 2025, demonstrate how creators are establishing new revenue streams through live events, tours, and community activations. According to the research, the global creator economy is projected to grow from $191 billion in 2025 to $528.39 billion by 2030, representing a 22.5% compound annual growth rate.

Market dynamics drive experiential shift

Several factors are pushing creators toward offline experiences. According to Andrew Roth, Founder and CEO of dcdx, "Trend and scrolling fatigue combined with what we call digital captivity have led young people to relearn how to connect. Creating their own spaces, taking their online interests offline." The desire for in-person gatherings has created unprecedented demand for creator-led events.

This shift matters for marketing professionals who must adapt to changing audience preferences. Digital advertising agencies seek to nearly double client portfolios without expanding teams, with 64% of strategists now managing multiple channels according to September 2025 benchmark data. The creator economy's move offline creates new opportunities for experiential campaigns that complement traditional digital advertising approaches.

Market data supports this trend. According to Collabstr, the influencer marketing industry is set to grow by 12.12% to $22.2 billion in 2025. The number of user-generated content creators has grown by 93% year-over-year, demonstrating a new wave of aspirational creators and micro-influencers entering the market.

Live events generate significant returns

Podcast tours represent one of the fastest-growing segments within creator experiences. According to Prolight+ Sound, The Ringer reported that 88% of its live events sold out, with some shows selling out within 12 minutes. Tana Mongeau's Cancelled Live tour with Brooke Schofield delivered "surprisingly high ROI through both merch and ticket sales, along with overwhelmingly positive fan reactions," according to an interview with Jeff Wittek.

The financial potential extends beyond podcasting. According to data from StubHub, influencers, podcasters, and authors collectively sold 500% more tickets for events in 2025 compared to 2024. These content creator events cost nearly 40% less than traditional live events, making them accessible entertainment options for fans.

Sporting events showcase the hybrid model's effectiveness. Jake Paul's upcoming exhibition boxing match against Gervonta "Tank" Davis, scheduled for November at Atlanta's State Farm Arena, will stream worldwide on Netflix. The Sidemen's charity soccer match returned in March to a sold-out Wembley Stadium, attracting 90,000 attendees and over 14 million YouTube viewers.

Survey reveals fan preferences and spending habits

The Influencer Marketing Factory's exclusive survey of 1,000 U.S.-based respondents revealed specific preferences for creator events. Meet-and-greets ranked highest among desired event types, followed by product launches and workshops. Pop-up shops came in fourth, with live performances and sporting events following.

Price sensitivity emerged as a key factor. The survey identified $10-$50 as the "sweet spot" for events like sporting events, workshops, and meet-and-greets. However, 34% of fans indicated they would pay $50 or more for full live performances or shows, highlighting willingness to invest in premium experiences.

Fan enthusiasm remains strong, with 46% of respondents reporting excitement about creator IRL events and appreciation for real-life interactions with influencers. Only 2% believed IRL events were overhyped, indicating broad support for the trend.

Among non-attendees, 67% expressed openness to future events, with 34% answering "yes" and 33% responding "maybe" when asked about attendance intentions. More than one-third of respondents said they were very likely to make purchases at creator events, highlighting strong monetization potential.

Product launches drive community engagement

Teen creator Salish Matter entered the beauty space in September with Sincerely Yours, a teen-focused skincare brand sold exclusively at Sephora. The pop-up event at The American Dream Mall drew over 87,000 fans, marking the mall's largest event ever. According to The Publish Press, the event received over 30,000 RSVPs and surpassed the mall's 10,000 capacity by 7:00 AM.

Community-building events are gaining traction across major markets. Lifestyle and fitness creator Lydia Keating hosts Good Story Run Club, which combines community runs with storytelling open mic sessions. "I think there's something about running producing endorphins that softens people's egos and makes them more open to being vulnerable for telling a story," Keating shared with The Publish Press.

Storytelling creator Colleen Yu operates Let's Ripple, creative hackathons where attendees co-write short stories or make videos. The events have partnered with major brands including Notion, Epidemic Sound, and BetterHelp. "It's working with the right partners who see the softer values in events while delivering millions of people in reach because we invite different-sized creators," Yu told The Publish Press.

Artist Karo is opening her NYC gallery later this year for in-person art workshops. "It's a very approachable environment where everyone that comes is a stranger, you're all on the same playing field, it's not clique-y," she shared. "People are getting along, booking trips together after. That feels like the point of the brand to me."

Brands embrace experiential influencer marketing

Successful campaigns demonstrate the value of offline creator collaborations. The Influencer Marketing Factory's Hyundai Santa Fe campaign achieved 7.5 million Instagram combined followers, 5.8 million TikTok combined followers, and 2.5 million YouTube combined followers. Key influencers were invited to the vehicle's launch event in New Mexico, where they created unique content showcasing the Santa Fe's features.

F45 Training partnered with diverse U.S. creators for dynamic in-studio training sessions. The campaign generated 2.9 million TikTok combined views, 173,800 TikTok combined likes, and a 12.3% TikTok engagement rate. Each creator emphasized the program's variety, showcasing how F45 delivers fresh routines combining cardio, strength, and functional movement.

According to Katherine Miller, Director of Social Media at Hot Topic, "These events let us connect with new creators we might not otherwise reach and the ripple effect of fan-generated content tells us we've made an impact." The company plans to increase creator activations in the second half of 2025, noting they are a "growing focus" with strong impact.

Best practices for experiential campaigns

Successful activations require specific strategies. Co-creation with creators produces the best results, as influencers perform better when they have creative input and freedom to integrate promotional products naturally. Brands should design events for shareability, incorporating aesthetic displays, trendy photo booths, and interactive stations.

Immersive, multi-sensory moments enhance engagement. OLIPOP's Orange Cream Drive-Thru featured delicious creamsicle menus, contributions from brands like Califa Farms, and eye-catching orange-themed displays. Sol de Janeiro's Casa Cheirosa Coachella activation served as the music festival's first-ever fragrance partner, featuring six immersive zones celebrating the full spectrum of scent.

Glossier celebrated its You Fleur fragrance launch with a two-day event in Paris. "Consumers were invited to have their fragrance bottles personally engraved, receive an AI-generated poem and enjoy the immersive experience of the store," Vogue Business reported. "Between product teasers, the pop-up and the official launch, the brand generated $3 million in MIV through the You Fleur fragrance alone."

Shift Crawl initiative redefines community building

Brooke Berry's The Shift Crawl represents innovative approaches to experiential marketing. According to Forbes, more than 95% of Gen Z and Millennials are interested in turning their online interactions and passions into real-world experiences. Attending IRL events has led 84% of attendees to form new friendships, while 45% say such experiences have strengthened their "sense of self."

"Post-COVID, I've been thinking a lot about just in-person," Berry shared in an exclusive interview. "I think everybody's trying to figure out the algorithm online, and I'm just trying to figure out the algorithm in-person." Her approach focuses on creator passions. "For me, the goal is to start with what the creator is passionate about and build the Shift Crawl around that."

Berry's strategy emphasizes authentic venue partnerships. "People don't go to the Krusty Krab for the Krabby Patty. They go because SpongeBob is behind the grill," she explained. "Any person with a venue has now become a stage."

Industry implications and future outlook

The EventTrack 2025 Report revealed that over 74% of Fortune 1000 marketers plan to increase their event budgets in 2025. According to EMARKETER, 84% of Gen Z and Millennial users value brands that provide a marketing mix of technological and physical experiences.

The Influencer Marketing Hub reports that community-building accounts for more than 46.9% of mentions, signaling the rise of long-term value-driven relationships in influencer and experiential marketing. In-person experiences move beyond surface-level interactions to foster meaningful connections with fans.

Dude Perfect's 21-show tour nearly sold out, demonstrating sponsorship impact and demand for creator events. "Content is an amazing asset to advertise against, but in many ways, it is a broad tool," Dude Perfect CEO Andrew Yaffe told Digiday. "The repeated exposure and the depth of emotion you get at a live event is an asset that we're lucky to have at our disposal."

This transformation requires marketing professionals to think systematically about trust building rather than focusing exclusively on lead generation and conversion optimization. Trust becomes B2B's primary growth engine as video reaches 78% adoption according to recent LinkedIn research, with 94% of marketers considering trust the key success factor.

The creator economy's shift toward experiential marketing represents more than a trend. As digital engagement alone proves insufficient, creators and brands must embrace hybrid models that combine online influence with real-world experiences. The data supports this evolution, demonstrating strong fan demand, significant revenue potential, and measurable marketing impact for organizations willing to adapt their strategies.

Timeline

• September 24, 2025 - Creators IRL article published by The Influencer Marketing Factory analyzing offline creator economy trends
• September 26, 2025 - The Influencer Marketing Factory releases exclusive survey findings on creator IRL events
• September 2025 - Salish Matter launches Sincerely Yours skincare brand with American Dream Mall pop-up event drawing 87,000 fans
• Summer 2025 - Dude Perfect completes 21-show national tour with nearly sold-out venues
• March 2025 - Sidemen charity soccer match returns to sold-out Wembley Stadium with 90,000 attendees and 14M YouTube viewers
• LinkedIn study reveals trust drives B2B buyer confidence through influencer partnerships- Recent research shows 94% of marketers agree trust building represents most important factor for B2B brand success
• Trust becomes B2B's primary growth engine as video reaches 78% adoption - LinkedIn and Ipsos research reveals video marketing reaches 78% adoption among B2B marketers

Summary

Who: The Influencer Marketing Factory conducted research among 1,000 U.S.-based social media users ages 18-65, examining creators like Salish Matter, Tana Mongeau, Brooke Berry, and brands including Hyundai, F45 Training, and Hot Topic.

What: A comprehensive study revealing 41% of respondents attended creator-led in-person events, with the global creator economy projected to reach $528.39 billion by 2030 as influencers shift from digital-only interactions to experiential marketing through tours, pop-ups, and community activations.

When: The survey findings were released on September 26, 2025, covering data from the past year, with projections extending to 2030 and the creator economy expected to grow at a 22.5% compound annual growth rate.

Where: The research focused on U.S. markets, with events taking place at venues including The American Dream Mall, Wembley Stadium, Atlanta's State Farm Arena, and locations across major cities like New York, Los Angeles, and Las Vegas.

Why: Digital fatigue and the desire for authentic connections are driving creators and fans toward in-person experiences, with 84% of attendees forming new friendships and 45% reporting strengthened sense of self, while brands achieve higher engagement rates and measurable ROI through experiential campaigns compared to digital-only approaches.