2025-2026年创作者营销状态报告（英）

Key findings from CreatorIQ’s sixth annual influencer marketing survey, and what to expect in 2026 and beyondThe State of Creator Marketing02The State of Creator Marketing 2025–2026IntroductionThe State of InvestmentThe Era of EfficacyOperational ExcellenceBrand SuitabilityROI & MeasurementThe AI QuestionSocial PlatformsCreator PartnershipsTrends & TrajectoryAbout This Survey0304081016192428313436Contents03The State of Creator Marketing 2025–2026The industry was swiftly maturing. The marketing funnel was no longer linear. The volume of creator content mentioning brands ballooned, reaching 32x what leading brands could produce themselves on owned social channels. To top it all off, for the first time in five years, resourcing was not a top roadblock for companies. The inflection point has come and gone. 1,723Respondents17+Industries9+Regions747Brands676Agencies300CreatorsRespondent Breakdown:BrandsAgenciesExecutive39%40%VP/Director26%25%Manager27%25%Individual contributor5%7%Other3%3%TitleINTRODUCTIONLast year, creator marketing reached an inflection point. CreatorIQ partnered with Sapio Research to survey 1,723 brands, agencies, and creators on how the marketing landscape has transformed over the past year. Building on six years of research, this report combines the latest insights with a historical view of how the industry has evolved over time. For today’s marketing leaders, understanding this evolution is essential, not only to make sense of where we are, but to chart a smarter path forward. Now, the Era of Efficacy is here. Organizations are navigating a complex mix of challenges, such as measuring program performance, accelerating content production, adapting to AI advances, and mitigating risk. In times of economic uncertainty, the demand for ROI is higher than ever. Nearly 2/3 of increased influencer marketing investment is reallocated from digital and paid channels. Economic uncertainty presented a tipping point. Faced with cost pressures and shifting consumer behaviors, marketers didn’t pause—they pivoted. Creator marketing became the obvious way forward: flexible, scalable, and better at delivering business outcomes.04The State of Creator Marketing 2025–2026The past year has been rocked by economic headwinds, marked by inflation and tariffs. Instead of stalling progress, this volatility became a catalyst. For a while, forces like the decline of third-party cookies, cost limitations on paid social, and low consumer trust were creating pressure to reshape the way brands connect with consumers. Brands faced a reckoning: legacy playbooks were no longer sustainable. Economic uncertainty was the tipping point, ushering in a new wave of creator marketing, as creators emerged as the most flexible, authentic, and cost-effective way forward. That’s why creator marketing investment isn’t declining—it’s booming. This year brand respondents reported spending on average $2.9M on their influencer marketing programs annually, while agency respondents