Key stat: 45% of creators say working with a high-quality brand is their top priority when considering a brand deal, according to a July 2025 survey from Ipsos and Publicis Media.

Beyond the chart:

• Only 26% of UK/US consumers in July 2025 prefer genAI creator content over traditional content, down from 60% in 2023, according to a November report from Censuswide and Billion Dollar Boy.
• 37% of brand marketers use a hybrid model, mixing in-house and agency resources, to run creator campaigns, according to July 2025 data from CreatorIQ.

Use this chart: For marketers building creator partnerships, this chart is a checklist. Prioritize authenticity, values alignment, and product quality to attract top talent. Let creators test products, co-create campaigns, and maintain transparency—trust is currency in creator-driven marketing.

Related EMARKETER reports:

• Creator Economy Trends to Watch in 2026 (EMARKETER subscription required)
• YouTube Influencer Marketing 2025 (EMARKETER subscription required)

Methodology: Data is from the November 2025 Ipsos report titled "What Creators Want" commissioned by Snap Inc. in partnership with Publicis Media. 1,120 creators ages 18-49 in 6 countries worldwide were surveyed during May-July 2025. Creators must have used Snapchat and one other social/video platform at least once per week for the purpose of being a professional content creator, and had to have worked with a brand on social campaigns. The countries surveyed were Canada, France, Norway, Saudi Arabia, the UK, and US.