LTK Study Finds Brands’ Creator Rosters Rose 275% as Always-On Marketing Expands

LTK and Northwestern University’s fourth annual Creator Marketing Study, released October 21, found that 91% of surveyed brands have an always-on component to their creator programs. LTK reported that the average number of creators those brands work with rose 275% year over year. The scale of that increase needs context.

The study announcement says its sample and questionnaire changed in 2026, making annual comparisons directional rather than a like-for-like measure. The research surveyed 209 senior marketing decision-makers in June, all at brands investing in creator marketing, with most representing businesses above $100 million in revenue.

The takeaway is an operating challenge: a growing roster requires clearer ownership of briefs, approvals, content rights and performance reporting. More partnerships create more work before they necessarily create more value.

A year-round role for creator partnerships The Northwestern findings show that 62% of respondents combine campaigns with continuous activity, while 29% run fully continuous programs. Eighty percent are increasing creator budgets. That combination suggests creator partnerships increasingly need year-round planning,…