93% vs 7%
StatCreative Strategy
Marketers praise creator authenticity but rarely hand over control
93% of marketers say creator campaigns work best when creators use their own voice, yet only 7% give creators full creative control and 36% say handing over control feels risky.
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 8
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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 termStatFew marketers credit creators with strong ROIStatCreator-brand alignment roughly triples conversionStatSuccessful 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."