42%
StatCreative Strategy
Measurement is the biggest barrier to creator marketing
42% of marketers name measurement as their biggest barrier in creator marketing, ahead of cost and low engagement. Teams hesitate to set sales goals for creators because they cannot measure them confidently.
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 wantStatInfluencer 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."