LTK and Northwestern University Study Reveals Creator Marketing as Top Investment for 2026

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…