What does it really take to create content in 2025? With endless tools, rising expectations, and tech like AI in the mix, we asked 610 content professionals how they actually get the job done—here’s what they told us.
Published on May 4, 2025
There’s no shortage of tools, channels, or expectations when it comes to content creation in 2025. But how are content professionals actually working today—and what’s changing?
To get answers, the team at Kontent.ai surveyed 610 content professionals from across seven countries: Australia, France, Germany, Poland, Spain, the UK, and the USA. The result is The content creator’s toolbox 2025, a report packed with insights on how teams plan, create, manage, and optimize content.
Here are 10 takeaways that stood out—and what they mean for anyone working with content today.
Yes, 24 tools—across 12 different categories—is the average. That includes areas like content planning, project management, design, analytics, video, social media, and AI.
The areas with the highest average number of tools used are:
This tells us content teams aren’t relying on one big platform—they’re combining tools to build stacks that work for them.
On average, content professionals spend 3.4 hours each day creating content. That could mean writing, designing, editing, or planning.
Time spent goes down with age:
Nearly half of the respondents say they create content for 2–4 hours a day, with another quarter saying 4–6 hours. The bottom line? Even with tools and automation, content creation still takes time.
When it comes to planning content, Google Docs is by far the most popular tool—used by 64% of the respondents. Google Trends is second at 46%, helping teams find timely, search-driven topics.
Pinterest also ranks surprisingly high as a source of inspiration (39%), especially for visual content. The key here: planning tools need to be simple, fast, and easy to collaborate in.
In the design space, Canva (54%) and Adobe Creative Cloud (56%) are neck-and-neck. Many professionals rely on both, depending on the task.
Adobe is still the go-to for detailed, professional-grade work. But Canva wins on speed and accessibility—especially for quick graphics or non-designers.
63% of content professionals follow visual brand guidelines, and 45% also have rules about format or tone.
But despite these rules, most say they feel a good amount of creative freedom. In fact, the more time people spend creating content, the more freedom they say they have. It’s a good sign that structure and creativity can go hand-in-hand.
45% of organizations post on social media daily. 25% post even more often—multiple times a day. In total, 80% of teams post at least a few times each week.
The top platforms used:
And content pros aren’t just posting—they’re analyzing. About half use social media analytics every week to track what’s working.
75% of professionals say video tools are either “important” or “essential” to their strategy.
The top video tools include:
Whether it’s for social clips, webinars, explainers, or product content, video has become a major part of the content mix—and most teams are leaning into it.
AI isn’t a side project anymore. 74% of content professionals use AI at least weekly, and 39% use it daily.
The most used AI tools:
People who create a lot of content—more than 6 hours a day—are even more likely to use AI regularly. And while there are still concerns around data privacy and accuracy, confidence in AI grows the more people use it.
Want more insights around AI tools?If you want a deep dive into the AI tools that content professionals are using in 2025, check out this blog post.
76% of respondents create content in multiple languages. Translation happens in different ways:
Localization is more than just translation—it’s become a core strategy, especially for global teams or those in non-English markets.
Content teams in 2025 are juggling more tools, formats, and responsibilities than ever. But they’re also more creative, more data-driven, and more open to new technologies like AI.
If you’re working as a content professional today, The content creator’s toolbox shows it’s worth:
Tools and platforms for content teams should be fast, flexible, and built for real-world workflows. Content creators don’t need more features—they need more clarity and control.
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