These days, brands advertising on TikTok, Instagram, YouTube, Pinterest, Snapchat, or a combination of those channels understand one thing: you can’t have too much creative.

In fact, it’s hard to have enough creative to move the growth needle on those channels. Yes, you can really lean into AI tools to flesh out your resources, but we’re taking the polar opposite approach: investing more than ever in humans – specifically, UGC (user-generated content).

That said, UGC and brand-creator alignment has changed pretty dramatically as platform algorithms have evolved. It’s not all about follower count anymore; we’ve developed a new approach to the old macro, micro, nano creator pyramid.

Here’s how we’re defining the pyramid in 2025:

Audience alignment sits at the base.

This is your foundation. These are the creators whose audiences are laser-focused on your niche. No, they don’t have millions of followers, but their authentic alignment with the brand keeps the trust factor sky-high. They’ve earned real credibility in their space and are great at converting content into pockets of revenue.

Content quality & format fit live in the middle.

Once you know the audience is right, you look at how and where they create. Are they perfect for TikTok Shop or Reels? Do they excel at storytelling in longer-form YouTube videos or affiliate blog content? This step is where you match creators to the channels and formats that actually move the needle.

Multi-channel impact is at the top.

These are the unicorns, the creators with potential to drive growth across your portfolio of channels. Maybe their affiliate links convert like crazy, and then their UGC gets turned into ads that outperform your brand campaigns. These are your “force multipliers.” They’re the ones you build long-term partnerships with because they help drive results across every touchpoint.

More and more, paid media platforms are demanding fresh, authentic creative faster than most in-house teams can realistically produce it. That’s why scalable, high-performing UGC from creators has become one of the most important levers for growth. It’s not a “nice to have.” It’s how you stay competitive.

It’s an exciting space to watch, and it’s only getting more influential in the broader marketing mix. If you’re curious how we at DMi Partners are thinking about creator strategy, creator pay structures, or creator outreach, or you just want to brainstorm ideas, drop us a line at info@dmipartners.com. I’m always happy to share what we’re seeing and how we’re helping brands make it work.