68% vs 32-36%
StatCreative Strategy
Creators are vetted on fit, rarely on data
Creator-brand fit is the top vetting requirement for 68% of marketers, while data-led criteria trail: past performance 36%, brand safety 34%, audience data 32%. Only 10% name data as a key success factor.
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 8, p. 12
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