When Trade Hits Content: Tariffs And The Creator Economy

Forbes

22-04-2025

President Trump's new tariff policy is putting pressure on both creators and brands.
The latest round of tariffs is affecting big-box retailers and global manufacturers, but it's also reshaping how creators operate, what brands can afford, and who ultimately gets paid.
Earlier this month, Trump unveiled plans for a sweeping 10% tariff on nearly all imported goods and higher duties on certain countries, including China, Vietnam, and Japan.
As brands tighten budgets and rethink strategy, influencers, and brands, feel the squeeze in unexpected ways. Here's how tariffs are rippling through the creator economy.
From branded merchandise to digital products, many creators operate successful businesses that depend on overseas manufacturers and suppliers. According to FedEx, more than 70% of U.S. small businesses rely on imported goods for production or as merchandise to distribute domestically.
As tariffs drive up costs, creators face a tough choice: absorb the added expenses and accept lower profits or raise prices to cover them.
Lindsay Albanese, a lifestyle creator and small business owner of TOPTOTE, sells her products through major retailers like Nordstrom, Macy's, and Anthropologie. She took to social media to share how the tariffs impacted her business. She explains that since her products are made primarily in Vietnam, Mexico, and China, the new tariffs will hit her business directly. Albanese encouraged her audience to shop now rather than later, noting that price increases will be inevitable if she keeps producing and selling her products.
Emily Ley, Founder and CEO of Simplified a planner and stationery brand, has been using her social media presence, with over 236,000 followers, to spotlight the devastating effects the new tariffs could have on her business. Under the newly proposed 125% tariff, Ley estimates her costs could rise by $830,000 to $1 million in 2025 alone.
Although she's passionate about the idea of producing her products domestically, Ley explained in an interview that the necessary manufacturing infrastructure isn't available in the U.S. For her flagship $64 planner, the tariff would force her to raise the price to $82 – an increase she believes her customers will not accept.
For companies that manufacture products outside the U.S., tariffs force brands into tough financial decisions—either absorb higher costs for imported goods or invest in relocating their manufacturing, both of which can strain budgets.
To adapt, many companies reallocate budgets—often cutting marketing—to offset higher production and import costs. According to the Interactive Advertising Bureau, 45% of advertisers plan to reduce overall ad spend due to the financial constraints from tariffs.
A recent Duke University CMO Survey reveals that nearly half of chief marketing officers feel less optimistic about the U.S. economy than they did last quarter. With inflation putting pressure on budgets, 43.5% of marketing executives have pulled back their marketing expenditures.
Fast-fashion giants that depend on Chinese manufacturing are among the most affected by Trump's new tariffs. Shein and Halara, two major players known for building their brands through influencer marketing, have temporarily paused their U.S. campaigns, citing growing concerns over rising import costs.
In my experience negotiating paid partnerships, I've seen a noticeable shift – creators and their teams are more open to flexible deals. With brands tightening their belts and every marketing dollar under scrutiny, there's a mutual understanding that collaboration requires compromise.
Many creators are accepting rates 30% to 40% below their usual fee, reflecting how unpredictable future brand deals have become.
One upcoming policy shift could quietly reshape online shopping and hit the creator economy where it hurts most: low-cost product promotion. A lesser-known trade rule, the de minimis exemption allows packages valued under $800 from China to enter the U.S. without tariffs. That rule will expire on May 2, 2025.
The change could result in higher prices for American shoppers. For creators, it may also mean reduced sales and, as a result, lower earnings from affiliate commissions. Recent data from eMarketer shows that 30% of consumers plan to buy fewer imported goods, while 26.1% say they'll opt for U.S.-made alternatives instead.
The end of the de minimis loophole will create new challenges for creators who have built their brands around promoting affordable, budget-friendly products shipped from China and other countries. For example, a $30 order from Shein will rise to $39 starting May 2; by June 1, 2025, that same order could cost as much as $80.
Although this policy change will significantly reduce the volume of low-cost packages entering the U.S., it also offers creators a chance to rethink their strategy. By shifting focus toward higher-value products or exploring new industries less affected by tariffs, creators can reposition themselves in a more sustainable and competitive market.
As brands are left with little choice but to pass the added tariff costs on to consumers to protect their margins, creators are becoming increasingly vital in reinforcing brand value. Tom Logan, CEO and Co-Founder of Cohley believes this is where creators can shine—by helping brands communicate quality and justify the higher price point to potential and loyal customers.
"With rising prices, consumers are scrutinizing even their everyday purchases more closely," says Logan. "They're asking themselves, 'Do I need this specific brand of organic milk?' or 'Can I just go with the cheaper razor?' It's up to creators to remind them why the brand matters."
While the short-term effects may be tough, this shift also creates space for influencers to expand their partnerships. By aligning with brands prepared to adapt to rising costs or exploring new categories, creators can continue delivering value and stay relevant as the landscape evolves.
Tariffs are no longer merely a trade issue—they're reshaping how creators operate, what brands can budget for, and how products are priced.
While rising costs and shrinking marketing budgets bring new challenges, they also allow creators to play a bigger role. This is a chance to go beyond content and help brands communicate value, build trust, and stay competitive.
Creators who stay flexible, focus on quality and align with their audience's needs position themselves to succeed in this changing landscape.