This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →Keeping the complexities of marketing channels in mind, Digiday+ Research has analyzed strategies and challenges across leading marketing channels — like retail media, CTV and social media — to identify key trends and best practices in our CMO Strategies series. In this installment, Digiday+ Research focuses on an analysis of creator marketing and its role in marketers’ playbooks.
Creator marketing is booming, and it’s no longer confined to social media feeds. U.S. brands are expected to spend $13.7 billion on influencer marketing by 2027, according to eMarketer.
While Instagram, TikTok and YouTube remain dominant social platforms for influencer partnerships, creators are increasingly being used across other media channels, including retail media, CTV and display ads.
Digiday+ Research’s report on creator marketing 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.
Methodology
