82% vs 29%
StatCreative Strategy
Marketers use creators for awareness, not for the sales they say they want
82% of marketers use creators for brand awareness, but only 29% use them for direct sales, even though 54% name direct sales as a top overall marketing goal (tied with awareness at 54%).
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 7-8
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StatTwo thirds of marketers already work with creatorsStatHalf of marketers expect creators to be a core or secondary channelStatMeasurement 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 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."