User-created content has become a trend as more and more businesses are investing in creator-made content for their advertising. Brand spending on creator marketing is up 66% since last year. This is because traditional marketing methods are not as effective as they once were. The creator economy has grown into a "social media force" that has changed the way brands and businesses market themselves.
Consumer habits are changing and companies like Facebook and Instagram have had to re-evaluate their models since the release of TikTok. With a larger emphasis on engaging creator-made content which is more acknowledged and cost-effective, it's no wonder brands are investing so much money.