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EMARKETER

Creator Economy Trends to Watch in 2026

Brands Will Scale Creator Marketing Efforts Even as They Grapple with ROI

Report by Minda Smiley  |  Dec 18, 2025

Top Trends to Watch in 2026

Need-to-Know Trends Reshaping the Digital Future

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Table of Contents
Creators’ fears over AI’s impact on their livelihoods will turn out to be overblown
Brands will turn to creators to bolster their live shopping efforts
Social platforms will use subscriber revenues and other perks to (unofficially) seek more creator exclusivity
Brands’ pursuit of scale will revive investment, M&A in the creator economy
Newsrooms will double down on the creator economy but struggle to find their footing
Sources
Media Gallery
About This Report
Creator marketing will scale in 2026 as brands chase measurable outcomes. At the same time, pressures from AI, shifting platform incentives, and rising automation will reshape how creators earn and grow.
Topics
Social Media Marketing
Brand Marketing
United States
Table of Contents
Creators’ fears over AI’s impact on their livelihoods will turn out to be overblown
Brands will turn to creators to bolster their live shopping efforts
Social platforms will use subscriber revenues and other perks to (unofficially) seek more creator exclusivity
Brands’ pursuit of scale will revive investment, M&A in the creator economy
Newsrooms will double down on the creator economy but struggle to find their footing
Sources
Media Gallery

Several forces will reshape creator marketing in 2026. AI pressure, platform shifts, and demands for measurable performance will collide with creators’ push for control, defining where investment grows—and where it strains.

authors

Minda Smiley

Contributors

Rahul Chadha
Director, Report Editing
Nikolai Dineros
Tracy Tang
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
Max Willens
Yoram Wurmser
Principal Analyst
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