This is an excerpt from our Digiday+ Research report “The marketer’s 2026 guide to creator marketing, including Duolingo, Ulta and YouTube,” which analyzes the types of campaigns marketers are partnering with influencers on, their top success metrics for those campaigns and the challenges they face with influencer campaigns. The report is based on a survey of 125 brand and agency professionals, as well as individual interviews with marketing executives.
Marketers tap creators for campaigns beyond brand awareness
As brands expand their creator marketing strategies, they are increasingly tapping influencers for more than just awareness campaigns. Many are partnering with creators to help drive seasonal campaigns, support product launches and, in some cases, even help develop products — indicating the continued role creators play as trusted experts and advisors.
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