Key stat: 45% of creators prioritize working with high-quality brands above all else when evaluating brand deals, according to a July survey from Ipsos and Publicis Media.

Beyond the chart:

• Authenticity is driving real results on both sides of the partnership. 58% of consumers have made a purchase because of an influencer endorsement, according to a National Advertising Division of BBB National Programs report.
• Meanwhile, 55% of marketers now use influencer marketing specifically to build credibility and trust, according to a January survey from Sprout Social and Glimpse.

Use this chart: Drop this into your next creator strategy deck to show why brand perception matters before outreach. If your brand doesn't signal quality, creators may pass regardless of budget. Use this to build the case for investing in brand equity as a prerequisite for effective influencer partnerships.

Related EMARKETER reports:

• Influencer Marketing Measurement 2025 (EMARKETER subscription required)
• Social Trends to Watch in 2026 (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.