Marketers are investing more in creator marketing, seeking deeper connections and measurable impact. A majority (77.7%) have increased budgets, prioritizing long-term partnerships with aligned, authentic creators over transactional influencers. Top challenges include finding the right talent, aligning creative with brand strategy, and proving ROI. Successful strategies emphasize full-funnel outcomes—combining storytelling with conversions—and integrating creator content across channels, including CTV and OOH. Engagement quality, not vanity metrics, drives selection. Brands that treat creators as strategic partners unlock loyalty, broader reach, and sustained value across the marketing funnel.

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