1.7x
StatCreative Strategy
Successful creator programmes let creators lead the idea
Marketers who report success with creator campaigns are 1.7x more likely to let creators ideate and create the content than marketers who did not see success.
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 13
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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 conversionStatMarketers praise creator authenticity but rarely hand over controlStatCreators 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."