A new study from LTK and Northwestern University’s Retail Analytics Council unveils that creator marketing will dominate Chief Marketing Officers’ (CMOs) investment strategies for 2026, with a record 97% of CMOs planning to expand creator marketing budgets. This annual survey places creators as the top priority, outstripping AI-driven search, paid social, and paid search highlighting creators as the most trusted voices for product advocacy.
Creator Marketing Surges for 2026
For 2026, the study emphasizes that creators rank above AI-driven search, paid social, and paid search for increased investment, with 97% of CMOs reporting they will expand creator marketing budgets next year. Trust in creators is the driver, with CMOs citing creators as the most trusted source of product recommendations for consumers, outperforming social media ads and celebrities. That aligns with the rise in consumer trust in creators, which increased 21% year-over-year.
As digital platforms continue to evolve, brands are seeking more authentic ways to connect with their audiences. Creator marketing bridges this gap by leveraging trusted voices who genuinely influence buying decisions. This shift is not just about digital advertising—it signals a lasting change in how brands and consumers build relationships. The growing focus on creator-led strategies demonstrates a crucial move toward authenticity and transparency in modern marketing.
The Rise of Always-On Creator Communities
Brands are ramping up by building always-on creator communities. The report notes, “65% of CMOs report their teams are working with more than 50 creators and 41% with more than 100 creators. And, within brand creator communities, lifestyle creators are ranked most important by 60% of CMOs.” This pivot underscores the expansion of creator roles into authentic, daily-life storytelling and trusted recommendations.
Cross-Department Integration and Hybrid Platforms
Creator marketing is now embedded across at least seven departments, including social, media, PR, shopper marketing, and brand teams. The study reveals, “CMOs report their preference for a hybrid approach—a mix of managed and self-service tools in one platform—for their teams to manage all creator activities. In addition, creative control is shifting. 62% of CMOs leave interpretation to creators, providing only general brand guidelines, while almost 40% now give creators full creative control.”
The Future of Creator Commerce: LTK’s Platform Evolution
LTK is evolving its brand platform, as the release details that next month, LTK will expand its brand platform into a full creator management platform and, for the first time, make it free for brands to access, with advanced paid features available. Brands can now curate their own profiles on the LTK app and leverage LTK Creator content to tell their brand story and showcase products in an authentic, trusted way. LTK’s ecosystem drives nearly $6 billion in annual sales, serving 40 million monthly users, including nearly 40% of U.S. Gen Z and Millennial women.
Expert Voices: Quotes From the Field
“Creator content is number one in marketing investment growth and is now full-funnel, used across all marketing departments,” said Rodney Mason, Head of Marketing, Brand Platform at LTK. “The hyper growth is creating demand to bring creator marketing together in one place to scale impact faster and more efficiently.”
Frank Dudley, Professor of Marketing Strategy at Northwestern University, stated, “Going into 2026, creators are becoming the connective tissue across channels, delivering impact from awareness all the way through conversion and loyalty.”
Research Methodology
These findings are based on a survey conducted by LTK with Northwestern University in July 2025, involving 204 marketing leaders from organizations with revenues exceeding $10 million (most surpassing $100 million).
A New Era for Influencer and Creator Commerce
As creator marketing moves into an “always-on” era, it’s poised to drive marketing strategies, transcend channels, and deliver measurable results for brands. The LTK–Northwestern University annual CMO Creator Marketing Study positions creators at the heart of trust, innovation, and investment—a trend brands and marketers must embrace for success in 2026 and beyond.
