The creator economy is booming, valued at over $24 billion in 2024 alone. Yet, while brands scramble to leverage influencer marketing as part of their marketing and growth strategies, they’re not always aligned with the very people they’re hiring to do the work. In short, everyone is debating creator marketing, without asking for input from the creators themselves.
Industry heavyweight Influencer, founded by YouTuber-turned-entrepreneur and investor Caspar Lee and entrepreneur Ben Jeffries, has just released an industry-first report that puts creator voices front and centre: the Creator Perspectives report.
The report surveyed 500 of the UK and US’s top content creators to uncover what’s working, what isn’t, and how brands can build stronger partnerships. So, what were the findings?
The KPI Disconnect: Brief Better, Win Bigger:
Over half (54%) of creators say they’re left in the dark about what brands actually want. Without clear KPIs, content falls flat, revisions pile up, and frustration brews. Brands can fix this by crafting sharper briefs that outline objectives from the get-go. Creators aren’t just talent—they’re strategic partners. When they understand success metrics, they can tailor content to deliver real ROI.
A Seat at the Table: Education Equals Execution:
Creators don’t just want to post and pray; they want insight into how their work fits into a brand’s wider strategy. A staggering 64% want to learn more about brand KPIs, and 57% want to understand their place in the overall marketing funnel. Brands that invest in educating creators—whether through strategy workshops, deeper onboarding, or co-creation sessions—will reap the benefits of smarter, more aligned content.
The Full-Time Creator Myth: Stability Sells
Despite the industry’s explosive growth, only 12% of creators do this full-time. Even among high-profile names, just 25% rely solely on content creation for income. This means brands have an opportunity to offer more stability. Retainers, long-term partnerships, and ambassador roles give creators financial security while ensuring brands get consistent, high-quality content from a trusted voice.
One-Night Stands vs. Long-Term Love: Finding the Balance
Creators crave commitment—72% prefer long-term partnerships, yet only 54% have them. For brands, the challenge is balancing flexibility with consistency. Long-term deals build trust, deepen audience engagement, and create a more professional industry. But short-term activations still have their place, especially for trend-driven brands. The key? Knowing when to use each strategically.
Platform-Specific Content: Invest in the Process
A whopping 76% of creators tailor content for each platform, yet 64% say brands underestimate the time and effort this takes. What works on TikTok won’t necessarily work on Instagram or YouTube. Brands that embrace platform-specific strategies—and budget accordingly—will see stronger performance and deeper engagement.
Moving Beyond the Transactional Approach
As Caspar Lee said: “The most successful partnerships today aren’t just about slapping a logo onto a video—they’re about co-creating stories that resonate.” Brands that treat creators as genuine collaborators, rather than just another ad channel, will stand out. This means offering creative freedom, valuing their expertise, and fostering relationships beyond one-off campaigns.
The Bottom Line
Creator marketing is no longer a ‘nice to have’—it’s a crucial growth driver. As Ben Jeffries puts it, “If we move away from a transactional, surface-level approach with creators and see them as strategic partners, brands will build deeper trust, stronger engagement, and far more effective campaigns.”
For brands willing to listen, the Creator Perspectives report is more than just data—it’s a playbook for turning creator frustrations into brand wins. The only question is: are you in?
To receive your copy of the playbook, visit here.