New York, NY – Brands are significantly expanding their creator marketing strategies, according to new research from Modern Retail+. The report, titled “The marketer’s 2026 guide to creator marketing, including Duolingo, Ulta and YouTube,” analyzes the evolving landscape of influencer partnerships, the types of campaigns brands are investing in, and the metrics they use to measure success. The findings are based on a survey of 125 brand and agency professionals, supplemented by in-depth interviews with marketing executives from leading companies.
The research highlights a clear shift toward more comprehensive and integrated creator marketing approaches. Brands are moving beyond one-off sponsored posts to develop long-term relationships with creators, integrating them into broader brand campaigns across multiple channels. The report examines the specific campaign types that are gaining traction, including product collaborations, affiliate programs, and ambassador initiatives. It also delves into the key performance indicators (KPIs) that marketers prioritize, such as engagement rates, conversion metrics, and brand lift, as they seek to demonstrate the tangible ROI of their creator investments.
In addition to quantifying current trends, the report also addresses the challenges brands face in scaling their creator programs. These include issues related to discovery, measurement, and relationship management. The interviews with marketing executives from major brands like Duolingo, Ulta, and YouTube provide real-world context, offering insights into how successful companies are navigating the complexities of the creator economy. The Modern Retail+ research underscores that creator marketing is no longer an experimental channel but a core component of the modern marketing mix, with brands actively refining their strategies to maximize impact and build authentic connections with consumers.
