CreatorIQ – State of Creator Marketing 2025-2026

The main theme of the report is the development and current state of creator marketing.

Key findings include: The creator marketing industry is rapidly evolving, and the marketing funnel is no longer linear. The volume of content created by creators significantly exceeds the volume brands can produce on their own. Economic uncertainty and changes in consumer behavior have driven increased investment in creator marketing. Creators have become a more flexible, authentic, and cost-effective way to engage with consumers.