12%
StatCreative Strategy
Few marketers credit creators with strong ROI
Only 12% of marketers list strong ROI as a benefit of working with creators, even though IPA data puts long-term influencer ROI on par with TV. Belief in creators is high; the way their impact is measured undervalues it.
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 9
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StatTwo thirds of marketers already work with creatorsStatHalf of marketers expect creators to be a core or secondary channelStatMarketers use creators for awareness, not for the sales they say they wantStatMeasurement is the biggest barrier to creator marketingStatInfluencer marketing pays back most in the long termStatCreator-brand alignment roughly triples conversionStatMarketers praise creator authenticity but rarely hand over controlStatSuccessful creator programmes let creators lead the ideaStatCreators are vetted on fit, rarely on dataWarningCelebrity reach buys attention, not trustCaseMonzo grew consideration by letting creators be funnier than the bankQuote"Your brand is being built in the aggregate - when you buy my perspective, you're likely buying the perspective of a bunch of other creators alongside mine. You're creating a mosaic of different associations - a content universe."