{"id":23124,"date":"2026-03-02T18:23:23","date_gmt":"2026-03-02T18:23:23","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=23124"},"modified":"2026-03-02T18:23:24","modified_gmt":"2026-03-02T18:23:24","slug":"make-creator-marketing-count","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=23124","title":{"rendered":"Make creator marketing count"},"content":{"rendered":"
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What\u2019s Inside<\/p>\n

Table of Contents<\/h2>\n<\/div>\n
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Chapter One<\/p>\n

Introduction<\/h3>\n

Creator marketing is no longer optional. But in a low-trust, high-noise media world, doing it well takes more than throwing money at creators. This chapter explains why the old playbook is broken and what needs to change now.<\/p>\n<\/div>\n

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Chapter two<\/p>\n

The Starting Line<\/h3>\n

We asked over 250 marketers how they\u2019re using creators today. The answer? Creator marketing is mainstream, budgets are climbing, and creators carry the top of the funnel. But what’s missing? This chapter dives into the opportunities for brands.<\/p>\n<\/div>\n

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Chapter three<\/p>\n

The Forces Shaping the Brand\/Creator Relationship<\/h3>\n

Creators don\u2019t control culture; communities do. And bigger audiences don\u2019t guarantee impact. This chapter breaks down the forces pushing brands toward trust, niche communities, and smarter creator partnerships.<\/p>\n<\/div>\n

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Chapter four<\/p>\n

How to Get Started<\/h3>\n

New to creator marketing or ready to level up? This chapter breaks down how to start small, scale smart, and turn creators into long-term growth engines.<\/p>\n<\/div>\n

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Chapter five<\/p>\n

The Takeaway<\/h3>\n

Creators aren\u2019t a tactic. They\u2019re a way of working. This chapter distills what brands need to do differently to stay relevant and move faster to capitalize on the creator opportunity.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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Why are we having this conversation now?<\/strong><\/h2>\n

We have news for you: Creator marketing has officially graduated from experiment to essential. In less than a decade, it\u2019s gone from a test-and-learn channel for a few companies to a core part of modern brand building and pipeline generation.<\/p>\n

But this shift is happening against an increasingly complicated backdrop.<\/p>\n

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  • Trust in business and institutions is near record lows, making it harder for brands to connect in a way that feels real.<\/li>\n
  • Social platforms have linked the world while, at the same time, pulling it apart.<\/li>\n
  • And whether you intend it or not, creators talk about your brand, both good and bad.<\/li>\n<\/ul>\n

    Marketers also face growing pressure to show the brand and business impact of creator programs. Not just because the level of investment demands it, but because, as with any channel, it\u2019s essential to understand exactly what drives success (and where it drops off). Traditional media metrics rarely tell the full story, and influencer measurement is notoriously difficult. So while it\u2019s true that when creator marketing works, it really<\/em> works, separating signal from noise is what turns a good moment into a scalable channel.<\/p>\n

    This moment requires a new way of working with creators<\/strong><\/h2>\n

    And so as more industries begin testing creator and influencer marketing, Morning Brew Inc., Tracksuit, and Ekimetrics came together to share what we\u2019ve learned about working with creators (and marketers). Winning here isn\u2019t always just about budget. It is about a mindset shift that requires new muscle and new ways of approaching media strategy, measurement, creative collaboration, and more.<\/p>\n

    Together, we wanted to understand not just why creators work but how more brands can work with them. So we asked marketers themselves.<\/strong><\/p>\n

    What you\u2019ll see is the findings from our latest research, powered by the Breakroom, a survey of more than 250 marketing leaders across industries and conversations with creators, operators, and domain experts showing where there\u2019s untapped opportunity and what slows brands down.<\/p>\n

    Let\u2019s get into it.<\/p>\n

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    Inside The Breakroom<\/h3>\n

    The Breakroom is Morning Brew\u2019s proprietary community of 10,000+ subscribers across industries. It\u2019s where we test ideas, gather insights, and track how marketing mindsets are shifting in real time. This survey reflects what those marketers are thinking about the creator economy in 2026.<\/p>\n<\/div>\n<\/div>\n

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    Big brands have already proven what happens when creators aren\u2019t just a nice-to-have but a real engine for growth. Ekimetrics\u2019 full-funnel measurement found that influencer marketing consistently ranked among the top tactics driving sales for the Est\u00e9e Lauder Companies in the early years of measuring its impact. Today, influencer marketing still earns its keep, consistently performing across the portfolio.<\/p>\n

    But big brands aren\u2019t the whole story. We wanted to know how everyone else<\/em> is navigating the creator economy. So we asked more than 250 marketers across industries how they\u2019re approaching the creator economy.<\/p>\n

    Here\u2019s the headline. Creator marketing is no longer a niche tactic for beauty and CPG. It\u2019s gone mainstream. 66% of marketers already use creators, and another 10% plan to start in 2026. And budgets are rising fast. 50% expect creators to be a core or secondary channel next year, up 14% YoY. Creators aren\u2019t the experiment anymore. They\u2019re becoming the playbook<\/em>.<\/strong><\/p>\n

    But scale brings pressure. Marketers aren\u2019t just asked to tap into the creator economy; they\u2019re asked to prove the business impact behind it. And that\u2019s where the story gets interesting.<\/p>\n

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    But when asked about their goals BEYOND creators…<\/h4>\n
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    Brand Awareness<\/span>54%<\/span><\/p>\n

    Direct Sales<\/span>54%<\/span><\/p>\n<\/div>\n<\/div>\n

    \u2192<\/p>\n

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    And yet, only…<\/h4>\n

    29%<\/span>Use creators for direct sales<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

    Translation? Creators do all the heavy lifting at the top of the funnel, but hardly anyone\u2019s asking them to drive the outcome that keeps business leaders up at night.<\/strong><\/p>\n

    It\u2019s not because creators can\u2019t influence purchase. They can. They do. It\u2019s that teams hesitate to set sales goals when they can\u2019t measure them confidently. 42% of respondents cite measurement as their biggest barrier, outranking concerns about cost and low engagement. Until brands build clearer tracking, sales will stay the goal marketers care about but hesitate to use creators for.<\/p>\n

    So what makes a good creator campaign?<\/strong><\/h2>\n

    Across nearly every category, the same performance levers show up. \u201cTrust\u201d and \u201crelatability\u201d are powerful drivers of conversion, according to Tracksuit\u2019s dataset of over 13,000 brands. Ekimetrics sees the same pattern globally. These aren\u2019t nice-to-haves. They\u2019re the things that move people from \u201cI know you\u201d to \u201cI\u2019m choosing you.\u201d And creators are one of the most effective ways brands can move the needle on those metrics.<\/p>\n

    Survey respondents also understand the importance of creator-brand fit. 68% say it\u2019s their top vetting requirement. And an IPA benchmark study across 144 brands and \u00a3133m in influencer spend shows why. When a creator\u2019s content aligns with a brand\u2019s values and audience interests, conversion doesn\u2019t just rise. It jumps roughly 3x. So you want to pick creators who authentically align with what you (and your customers) believe in.\u00a0<\/p>\n

    But there\u2019s a gap between believing<\/em> in authenticity and actually enabling<\/em> it. 93% of marketers say creator campaigns work best when creators use their own voice. Yet many teams still struggle to let creators lead. 36% say giving creators control feels risky. And the current workflow reflects that. A mix of partial co-creation, detailed briefs, and restricted creative freedom dominates. Only 7% of marketers offer full creative control.<\/p>\n

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    The disconnect is clear. Marketers want authentic partnerships. They just haven\u2019t built the systems for letting creators be authentic.<\/p>\n<\/div>\n

    If you want a peek at what happens when it works, look at categories that have invested consistently. Beauty, fashion, and health brands have integrated creators into their core content engines, and the returns stack up. The IPA benchmark data shows that while short-term ROI for influencer marketing is similar to other channels, long-term<\/em> ROI is 51% higher in the UK. That puts creators on par with print and TV and well ahead of paid social. But here\u2019s the curveball. Only 12% of marketers in our survey say strong ROI is a benefit of creators. That tells us the belief in creators is high, but the way their impact is being measured undervalues their contributions.<\/strong><\/p>\n

    And that\u2019s the real inflection point. The challenge isn\u2019t whether creators work. It\u2019s whether brands can quantify how<\/em> they work. Until teams know what to measure and how to track it, creators will stay stuck in the awareness bucket even as the channel proves it can influence the full funnel.<\/p>\n

    To understand what that evolution looks like, we first need to unpack the foundational shifts shaping smarter, more sustainable creator programs. Then we\u2019ll break down how brands can put them to work. But first, a quick review.<\/p>\n

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    Six Major Marketing Takeaways<\/h2>\n
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    01<\/p>\n

    Creator marketing is now mainstream across industries, not a beauty-only play.<\/h3>\n

    66% of marketers already use creators and another 10% plan to start in 2026. Creator budgets are rising across the board, and 50% expect creators to be a core or secondary channel next year.<\/p>\n

    what this tells marketers<\/span><\/p>\n

    Creator strategy is no longer optional. If you’re not building one, you’re already behind the curve.<\/p>\n<\/div>\n<\/div>\n

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    02<\/p>\n

    Trust, relatability, and creator\u2013brand fit drive conversion more than traditional media metrics.<\/h3>\n

    Tracksuit shows trust and reliability fuel conversion, and IPA data finds aligned creators deliver roughly 3x better results.<\/p>\n

    what this tells marketers<\/span><\/p>\n

    Picking the right creator matters far more than picking the cheapest impressions.<\/p>\n<\/div>\n<\/div>\n

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    03<\/p>\n

    Marketers believe in authenticity but rarely create the conditions for it.<\/h3>\n

    93% say campaigns work best when creators use their own voice, yet only 7% give full creative freedom.<\/p>\n

    what this tells marketers<\/span><\/p>\n

    Teams want authentic work but still operate with brand-protection reflexes that limit it.<\/p>\n<\/div>\n<\/div>\n

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    04<\/p>\n

    There’s a strategy\u2013goal mismatch.<\/h3>\n

    Marketers rank brand awareness as creators’ top use case (82%), but direct sales drops to just 29% despite being a top overall marketing goal.<\/p>\n

    what this tells marketers<\/span><\/p>\n

    Creators are being under-leveraged for outcomes they can actually influence, especially further down the funnel.<\/p>\n<\/div>\n<\/div>\n

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    05<\/p>\n

    Measurement is the elephant in the room.<\/h3>\n

    42% cite measurement as their top challenge, even as brands like Est\u00e9e Lauder show that creators can drive major commercial impact.<\/p>\n

    what this tells marketers<\/span><\/p>\n

    You can’t set real business goals for creators without the frameworks to prove they work. Fixing measurement is the next growth lever.<\/p>\n<\/div>\n<\/div>\n

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    06<\/p>\n

    Data-driven creator selection is still the missing piece.<\/h3>\n

    Audience data (32%), brand safety (34%), and past performance (36%) are still falling behind when vetting creators, and only 10% cite data as a key success factor.<\/p>\n

    what this tells marketers<\/span><\/p>\n

    Most teams aren’t matching creators to what they actually need to move. Pick creators based on the part of the funnel you’re trying to lift, whether that’s awareness, traffic, or conversion.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    Trends come and go. Campaign formats evolve, algorithms change, and a new \u201cbest practice\u201d emerges every few months.<\/p>\n

    But two forces consistently shape how brands and creators work together. Understanding them is key for any brand stepping into the creator economy.<\/p>\n

    Communities, not creatives, control the conversation<\/strong><\/h2>\n

    As American Eagle found out with the Sydney Sweeney jeans campaign, a campaign\u2019s intent can (and will) be reshaped by an audience once it launches. Content rarely follows a linear path. People discover, remix, and respond in ways that no media plan can fully, well, plan for.<\/p>\n

    And so, the best marketers build flexibility into their plans, with creators serving as both amplifiers and<\/em> interpreters. Their closeness to their communities gives them a unique read on what will land and what won\u2019t. For brands, it\u2019s an opportunity and a test of comfort. Success means ceding a little control and embracing a little more co-creation.<\/p>\n

    That means new briefing processes, clearer expectations, and relationships built on honesty rather than oversight. When done well, the results speak for themselves. The marketers we surveyed who reported success with creator campaigns are 1.7x more likely to let those creators ideate and create content than those who didn\u2019t see success. Even in highly regulated spaces (think banking), global brands like Monzo are proving co-creation pays off.<\/p>\n

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    \u201cOur customers are 100 times funnier than we\u2019ll ever be,\u201d the social media lead at Monzo said. By tapping straight into the consumer world (think memes and viral trends) Monzo\u2019s social media presence helped positively shape brand associations.<\/p>\n

    In the UK, Monzo\u2019s consideration (an indication of purchase intent) increased from 22% (Oct. \u201924) to 25% (Sept. \u201925), according to Tracksuit data.<\/p>\n<\/div>\n

    By working with creators like Kait Park, who openly shares her financial ups and downs, Monzo found a new way to connect with younger audiences. What could have felt risky (a bank partnering with a creator who jokes about impulse shopping) instead delivered authentic storytelling and fresh creative insights that now inform the brand\u2019s other campaigns.<\/p>\n

    Creator communities can serve as a safe space to iterate, have fun, and push boundaries. Off the company\u2019s owned channels, they create space to test and learn and bring that back to the business.<\/p>\n

    The smartest marketers will use creators as a real-time read on what audiences actually care about.<\/p>\n

    Scale \u2260 success<\/strong><\/h2>\n

    For years, brands treated scale like the only metric that mattered. The bigger the audience, the bigger the impact. But that thinking has aged out. Influence today isn\u2019t about casting the widest net; it’s about connecting with the communities that actually care. The real power sits inside smaller, high-trust pockets where creators show up consistently, build routines with their followers, and shape how people think day-to-day.<\/p>\n

    Creator and brand strategist Eugene Healey, one of Tracksuit\u2019s early partners, refers to this as \u201cniche at scale,\u201d where the path to mass relevance runs directly through clusters of hyperspecific communities. \u201cYour brand is being built in the aggregate\u2014when you buy my perspective, you\u2019re likely buying the perspective of a bunch of other creators alongside mine. You\u2019re creating a mosaic of different associations\u2014a content universe.\u201d<\/p>\n

    That content universe is made up of many interconnected voices that, together, shape how your brand is understood. That mosaic is worth more than any one megaphone.<\/p>\n

    This shift shows up clearly in categories like celebrity beauty. Tracksuit data shows that while brands like Kylie Cosmetics and Fenty Beauty lead in their category for being \u201ctrendy,\u201d they score toward the bottom of the pack on trust and relatability. Attention is easy. Affinity is the hard part. And that\u2019s where smaller creators win.<\/p>\n

    That\u2019s the model behind brands like Olipop, which built trust and cultural credibility by showing up across a wide range of creators and communities. Their strategy didn\u2019t hinge on one creator. It hinged on many smaller ones, which ultimately drove stronger awareness, consideration, and long-term growth than any single spike in impressions ever could. You can see echoes of that same approach in modern media ecosystems, too. It\u2019s the same engine that shaped Morning Brew\u2019s own growth: Serve highly engaged communities, not the masses, and influence follows.<\/p>\n

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    <\/div>\n<\/div>\n

    An unlock most marketers overlook: The next high-impact creator might already be inside the company. Employees at every level are building their own followings, sharing their expertise, and becoming trusted voices in their corners of the internet. When brands tap into this internal creator class, they get an immediate testing ground, richer employee engagement, and early signals before scaling an idea externally. It also helps the business get comfortable with a creator-led model by using voices they already know and trust.<\/p>\n

    All of this represents a mindset shift. It asks marketers to value depth over breadth, relationships over transactions, and ongoing dialogue over one-off hits. Long-term creator partnerships make more sense because creators aren\u2019t just distribution channels. They are consumers who\u2019ve built a community of other consumers who trust them. Treating those relationships as partnerships, not campaigns, is ultimately how brands strengthen credibility and influence over time.<\/p>\n

    The takeaway: Brands don\u2019t need bigger creators. They need the right creators. <\/strong>The ones who sit inside the culture pockets their audience actually cares about today. Influence is getting more distributed, more personal, and more powerful. The brands that win will be the ones building with creators, not just buying from them.<\/p>\n

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    The new creator brief template<\/h3>\n

    The old creator brief is broken. We fixed it. If you’re looking for a better way to build with<\/em> creators, we tapped a few to co-create a new way to onboard and collaborate with them.<\/p>\n<\/div>\n<\/div>\n

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    How can brands new to creator marketing learn both from those that have had success and <\/em>from the very creators that are out in front of that opportunity? We\u2019ve developed an iterative framework that will help marketers go from start to scale, fast.<\/p>\n

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    A Crawl, Walk, Run Framework<\/h2>\n
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    Crawl<\/p>\n

    Test with small-scale pilots to learn audience and creator fit.<\/h3>\n
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    • The abundance of creators can be daunting. That said, the rise of niche creators makes it easier to focus your energy. <\/strong>The trick is understanding how to find one and kick off a mutually beneficial relationship.<\/li>\n
    • Start with media organizations and\/or agencies you know. These outlets understand your KPIs and can propose creator campaigns as part of a full-funnel, multi-product strategy, balancing creators with tried-and-true media tactics that can be measured, tracked, and converted on.<\/li>\n
    • Creators within media companies may also have access to broader insights that enable stronger stories and better post-campaign learnings.<\/li>\n
    • Choose individuals who value data at every step in the process and want to share back insights with your team that extend beyond one campaign.\n
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      • That data becomes a lever you can use to get cross-functional teams on board, driving value across <\/em>the business and affirming creator marketing as a revenue engine versus a cost center.<\/li>\n<\/ul>\n<\/li>\n
      • Employees can also be a great way to stand up creator campaigns. Make sure you define what\u2019s in it for them if and when they become externally facing brand ambassadors and share in product perks<\/li>\n<\/ul>\n<\/div>\n
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        Walk<\/p>\n

        Tap more creators but start to brief them differently<\/h3>\n
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        • Once you\u2019ve piloted early creator campaigns (and identified the best way to share data from that work across the organization), you\u2019re ready to level up. But the next challenge isn\u2019t just scaling spend; it\u2019s scaling trust.<\/li>\n
        • Expanding your creator network means inviting more voices, more creative energy, and yes, more opinions into the room. But that only works if brands evolve how they brief, collaborate, and measure success. You can\u2019t manage creators the way you manage an agency.<\/li>\n
        • So, to help marketers evolve their ways of working, we consolidated insights from our marketer survey and tapped a few of our own creators to design a new briefing framework.<\/strong><\/li>\n
        • It flips the traditional top-down brief into a two-way tool kit that empowers creators to bring their perspective and helps brands get out of their own way.<\/li>\n
        • The new creator brief gives brands a smarter starting point, one that prioritizes clarity, collaboration, and cultural fluency over control.<\/li>\n
        • But even the best brief is just the beginning. The real growth happens in what comes after.<\/li>\n
        • Once the campaign wraps, schedule a conversation with your creator partners\u2026not a post-mortem, a dialogue.<\/li>\n
        • This step might sound optional, but it\u2019s where the best insights hide. Treat it like R&D. Every creator you work with is a focus group, strategist, and trend antenna rolled into one. Their perspective can make your next campaign faster, smarter, and more effective.<\/li>\n<\/ul>\n<\/div>\n
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          Run<\/p>\n

          Treat creators as strategic engines, from transactional one-offs to long-term partnerships.<\/h3>\n
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          • When you move from briefing<\/em> creators to building<\/em> with creators, everything changes. Brands leading in the creator marketing space are the ones tapping into those individuals\u2019 creative intelligence.\n
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            • The value, as Morning Brew Inc. creator and branded content producer Henrik Blix sees it, is serving as an early mirror for brands. \u201cWe show you how people actually<\/em> see your product, not how you hope they see it. That kind of outside perspective can be uncomfortable, but it\u2019s brand development gold if you\u2019re willing to listen.\u201d<\/li>\n<\/ul>\n<\/li>\n
            • In the Run phase, creators inform positioning, codevelop campaigns, and even influence product or thought leadership strategy. A feedback loop between brand and culture that makes every campaign sharper, faster, and more relevant.<\/li>\n
            • If you\u2019re in B2B, finance, or another \u201cserious\u201d category, this is your opening. Your competitors probably still cling to the same playbook they wrote in 2015. Creator-led storytelling is your chance to leap ahead.<\/li>\n
            • Input from a growing creator network also gives brands an opportunity to rethink their competition. Your rivals aren\u2019t the other firms in your category. They\u2019re the other accounts in your audience\u2019s feed.<\/li>\n
            • Your brand isn\u2019t fighting for share of wallet; it\u2019s fighting for share of thumb.<\/li>\n
            • Creators know what stops the scroll. Respect that. Trust that. And make attention your new benchmark.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n

              Regardless of where you are on your creator journey, you know full-funnel measurement isn\u2019t a nice-to-have. It\u2019s the grown-up move. It shows the real value creators bring and gives you confidence to make calls that actually ladder up to your goals.<\/p>\n

              Think of it as a multi-stage framework plugged straight into your MMM. Because it\u2019s way too easy to fixate on metrics with zero real-world impact, especially the so-called vanity metrics that look shiny but don\u2019t move business outcomes. With full-funnel, integrated measurement, you see how influencer efforts echo across the entire funnel. That way you can stop reacting to noise and start making decisions that build long-term, compounding marketing momentum.<\/p>\n

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              \"Chart\"<\/div>\n<\/div>\n<\/div>\n
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              Every brand wants to move faster. Every team wants to make work that lands harder. But speed and impact don\u2019t come from more processes. They come from more trust.<\/p>\n

              Creators have proven they can deliver reach, relevance, and results. What\u2019s next is trusted partnership.<\/p>\n

              The brands that will win are the ones that move beyond managing creators to building with them, integrating their perspective into everything from storytelling to strategy. So as you rethink how your brand shows up in this next era of creator marketing, keep these principles front and center:<\/p>\n

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              The New Creator Effectiveness Principles<\/h2>\n
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              Collaboration over control<\/h3>\n

              The strongest creator work comes from trust. Trade micromanagement for alignment. Focus on shared vision, not shared spreadsheets.<\/p>\n<\/div>\n

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              Aim for easy to execute<\/h3>\n

              Don’t let processes get in the way of production. Get the basics right\u2014the right formats, the right files, the right creative freedom as you build new muscle and bring more of the business into the fold.<\/p>\n<\/div>\n

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              Keep it human<\/h3>\n

              This is still a relationship business. Build partnerships, not transactions. Listening, curiosity, and humility keep creators coming back.<\/p>\n<\/div>\n

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              Measure your impact<\/h3>\n

              Because the more you spend, the more you’ll need to know the impact you’re driving. And the more you measure, the more you’ll be able to understand, steer, and value those relationships.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

              Creator marketing isn\u2019t a new tactic. It\u2019s a new operating system for how brands connect, communicate, and create. The most effective teams will be the ones that rewire their internal habits to match the speed and authenticity of the people they work with. And the brands that build for collaboration (not just campaigns) will move faster, create smarter, and stay relevant longer.<\/p>\n<\/div>\n

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              About The Authors<\/h3>\n

              Ekimetrics <\/p>\n

              Ekimetrics helps brands connect creator activity to both short-term sales performance and long-term brand equity. It follows the funnel to inform decisions on everything from budget allocation to partner choice to paid boost timing. The goal is clear: Understand exactly what types of influencer activity drives sales.<\/p>\n<\/div>\n

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              Tracksuit<\/p>\n

              Tracksuit tracks how those same efforts change brand awareness and <\/strong>perceptions over time. These metrics give marketers the proof they need to secure investment in the right places and show the value of modern brand building.<\/p>\n<\/div>\n

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              Morning Brew Inc.<\/p>\n

              Morning Brew Inc. has spent the past decade building human-first, creator-led media, from a newsletter to an ecosystem of more than 20 brands across B2B and B2C, all focused on making business approachable, understandable, and even a little fun.<\/p>\n<\/div>\n<\/div>\n

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              Get marketing news you’ll actually want to read<\/h5>\n

              Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<\/div>\n