2025-2026年创作者营销状态报告

influencer marketing survey, and what toexpect in 2026 and beyond Contents Introduction CreatorIQ partnered with Sapio Research to survey 1,723 brands,agencies, and creators on how the marketing landscape hastransformed over the past year. Building on six years of research, this report combines the latest insights with ahistorical 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 tochart a smarter path forward. Last year, creator marketingreached an inflection point. longer linear. The volume of creator content mentioning brandsballooned, reaching 32x what leading brands could producethemselves on owned social channels. To top it all off, for the first 1,723Respondents17+ 747676 Industries9+ Organizations are navigating a complex mix of challenges, such asmeasuring program performance, accelerating content production, adapting to AI advances, and mitigating risk. In times of economicuncertainty, the demand for ROI is higher than ever. Nearly 2/3 ofincreased influencer marketing investment is reallocated from digitaland paid channels. Regions they pivoted. Creator marketing became the obvious way forward:flexible, scalable, and better at delivering business outcomes. Amid economic uncertainty, average annual influencer marketinginvestment has increased by 171% year-over-year The past year has been rocked by economic headwinds, marked byinflation and tariffs. Instead of stalling progress, this volatility becamea catalyst. For a while, forces like the decline of third-party cookies,cost limitations on paid social, and low consumer trust were creatingpressure to reshape the way brands connect with consumers. The average annual influencermarketing budget ballooned by 71%of organizations increased theirinfluencer marketinginvestment YoY greaterthan the growth171% year-over-year, sustainable. Economic uncertainty was the tipping point, usheringin a new wave of creator marketing, as creators emerged as themost flexible, authentic, and cost-effective way forward.That’s whycreator marketing investment isn’t declining—it’s booming. 80%of enterpriseorganizationsreported anincrease in theirinfluencer marketing on their influencer marketing programs annually, while agencyrespondents reported an average of $4.4M, with EMEA outspendingNorth America in a departure from last year. Enterprise respondentsnow invest an average of $5.6M–$8.1M annually in creators,and industry leaders average $7.8M in spend. A greater share of creator-driven investment, and creator content increasingly supportsefforts across channels and activities. 04The State of Creator Marketing 2025–20261,000 or more employees. The primary effect of economic volatility isn’t cost savingmeasures, it’s doubling down on ROI In the face of economic pressure,organizations aren’t pulling back—they’re optimizing. The primary effect of economic volatilityis doubling down on ROI affected their marketing strategy,brand respondents reported thattheir primary course of action wasto double down on ROI, narrowly conservative in response to economicvolatility, seeking cost-saving measures clients’ marketing strategy‚ if at all?Seeking cost saving53% Nearly 2/3 of increased influencer marketing investmentis reallocated from digital and paid channels For 6 out of 10 marketers, influencermarketing budget increases came outof paid or digital advertising budgets organizations are betting on theefficacy ofcreator content because it’s a nimble andeffective strategy. Email marketingEvents Five years from now...73% ofmid-marketorganizations plan to increase investment in creator marketing 85%ofenterpriseorganizations plan toincrease investment in creator marketing investment is growingfaster for enterprises.They’re spending more, because they’re confident inthe power of creator contentto fuel long-term growth. One of the most profound shifts in creator marketing over the past year hasn’t come from AI itself,but from AI’s potential to accelerate what marketing success looks like. For years, inadequate budgets toppedthe list of roadblocks to program growth.That era came to a close last year, whenmeasurement In the Era of Efficacy, the primarychallenges aren’t financial—they’reoperational. As programs scale andmature, these nuanced barriers reflectboth growing sophistication and a climbed to the top. outcomes, and the processes bywhich those outcomes are achieved. aboutspeed.Efficacy encompasses efficiency but also includesoperational maturity,strategic alignment,precision, andmeaningful seeking efficiency to aiming forsomething greater:efficacy. As brands navigate this new era, agencies operate as a strategic partner and indicators of what will come next.They’re helping brands confront today’s complexity, while shaping how tomorrow’s challenges will be solved at scale. The biggest change inwhat clients expect frominfluence