2025-2026年创作者营销状态报告.docxVIP

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TheStateofCreatorMarketing

KeyfindingsfromCreatorIQ’ssixthannualinfluencermarketingsurvey,andwhattoexpectin2026andbeyond

Contents

Introduction03TheStateofInvestment04TheEraofEfficacy08OperationalExcellence10BrandSuitability16ROIMeasurement19

TheAIQuestion24SocialPlatforms28CreatorPartnerships31TrendsTrajectory34AboutThisSurvey36

ccreat。rQTheStateofCreatorMarketing2025–2026i02

ccreat。rQTheStateofCreatorMarketing2025–2026i03

INTRODUCTION

INTRODUCTION

Lastyear,creatormarketingreachedaninflectionpoint.

Theindustrywasswiftlymaturing.Themarketingfunnelwasno

longerlinear.Thevolumeofcreatorcontentmentioningbrands

ballooned,reaching32xwhatleadingbrandscouldproduce

themselvesonownedsocialchannels.Totopitalloff,forthefirst

timeinfiveyears,resourcingwasnotatoproadblockforcompanies.Theinflectionpointhascomeandgone.

Now,theEraofEfficacyishere.

Organizationsarenavigatingacomplexmixofchallenges,suchas

measuringprogramperformance,acceleratingcontentproduction,adaptingtoAIadvances,andmitigatingrisk.Intimesofeconomic

uncertainty,thedemandforROIishigherthanever.Nearly2/3of

increasedinfluencermarketinginvestmentisreallocatedfromdigitalandpaidchannels.

Economicuncertaintypresentedatippingpo