CreatorIQ’s 2025–2026 State of Creator Marketing report argues creator marketing has moved past an inflection point into an “Era of Efficacy,” where the priority is measurable business outcomes, operational maturity, and brand suitability—not follower counts. Based on a survey of 1,723 respondents (brands, agencies, creators), it finds investment is rising sharply and often reallocated from paid/digital budgets as leaders double down on ROI. The biggest constraints are now operational: performance measurement, creator vetting/risk mitigation, faster content demands, and integrating creator content across channels (98% repurpose it into paid, web, email, events, etc.). Programs increasingly run through Centers of Excellence, treat creator data as a strategic asset, and use AI for efficiency (analysis, content support, discovery) while preserving the most human element—creator relationships.

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