The State of Creator Marketing Report 2025-2026
The Era of Efficacy is here.
Creator marketing has entered a new chapter. Amid economic uncertainty and rapid AI adoption, budgets aren’t shrinking—they’re accelerating.- Average reported annual influencer marketing budgets have grown 171% since last year
- 71% of organizations increased their investment year over year
- Nearly two-thirds of that new spend is being reallocated from traditional paid and digital channels.
Where did the increase in influencer marketing budget predominantly come from?
What's inside CreatorIQ's most comprehensive report yet:
This report unpacks the insights from 1723 brands, agencies, and creators, including:- Which strategies deliver the most ROI (and why paid amplification strategies top the list)
- How to overcome today’s biggest challenges like AI, speed, measurement, and brand safety
- What AI means for marketers: nearly all marketers are using it, but they haven’t yet settled on how to best use it
- Which platforms drive the most value for marketers and creators alike
- What creators want most from brand partners, and how professionalization is reshaping collaborations
The organizations that will thrive in this new era are those that measure what matters, optimize with precision, and evolve with confidence.
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The Era of Efficacy is here.
Creator marketing has entered a new chapter. Amid economic uncertainty and rapid AI adoption, budgets aren’t shrinking—they’re accelerating.- Average reported annual influencer marketing budgets have grown 171% since last year
- 71% of organizations increased their investment year over year
- Nearly two-thirds of that new spend is being reallocated from traditional paid and digital channels.
Where did the increase in influencer marketing budget predominantly come from?
What's inside CreatorIQ's most comprehensive report yet:
This report unpacks the insights from 1723 brands, agencies, and creators, including:- Which strategies deliver the most ROI (and why paid amplification strategies top the list)
- How to overcome today’s biggest challenges like AI, speed, measurement, and brand safety
- What AI means for marketers: nearly all marketers are using it, but they haven’t yet settled on how to best use it
- Which platforms drive the most value for marketers and creators alike
- What creators want most from brand partners, and how professionalization is reshaping collaborations
The organizations that will thrive in this new era are those that measure what matters, optimize with precision, and evolve with confidence.
