The creator economy is entering a new phase in 2026. Social media creator revenue will increase 16.2% this year to $20.6 billion, EMARKETER forecasts. As the industry grows, marketers face measurement gaps, fragile trust, and platform changes. This FAQ addresses the trends shaping creator marketing strategy for the year ahead.

What is the creator economy?

The creator economy connects creators, brands, and social platforms through the exchange of content. The word “creator” includes a range of professionals, including influencers, video producers, and podcasters.

Creators share a common goal of building a digital audience and monetizing their work through a combination of brand partnerships, platform compensation, subscriptions, and their own products. In 2026, creators will earn most (59%) of their revenue from sponsored content, followed by platform payouts (24.4%) and affiliate marketing (8.2%), EMARKETER forecasts.

TikTok, YouTube, and Instagram remain dominant platforms for sponsorships, but creator content doesn't end there. Creators now build audiences across streaming platforms, newsletters, and live events. LinkedIn has emerged as a hub for B2B creators, and retail media platforms like Amazon are attracting established creators for lower-funnel partnerships.

What role do creators play in social commerce?

Advertisers rely on creators to reach audiences skeptical of traditional advertising. 58% of US consumers over 18 have purchased products because of an influencer endorsement, according to the National Advertising Division of BBB National Programs. The scale of investment suggests brands view creator partnerships as essential to their media mix.

Creators have become essential drivers of social commerce, particularly on TikTok Shop. The platform's US ecommerce sales are projected to reach $23.4 billion in 2026, a 48% increase YoY, according to EMARKETER. At that level, TikTok Shop would surpass Target, Costco, Best Buy, and Kroger in US ecommerce.

Adoption skews younger. 33% of adults ages 18 to 34 have made a purchase on social media, compared with 23% of 35- to 54-year-olds and 13% of adults 55 to 65, according to a survey by Bizrate Insights for EMARKETER. Beauty, cosmetics, and apparel are top-performing categories on TikTok Shop, driven by creator formats like "get ready with me" videos and shopping hauls. Products that succeed on the platform tend to combine low price points, trend appeal, and strong creator amplification.

Why do marketers struggle to measure creator marketing ROI?

Measurement remains the biggest challenge in influencer marketing. 79% of marketers cited determining ROI as their biggest challenge, according to a survey by Linqia. Several factors contribute:

• Attribution gaps. Creator content often drives awareness and consideration rather than direct conversions, making it difficult to isolate impact.
• Platform fragmentation. Each platform offers different metrics, attribution windows, and reporting standards, complicating cross-channel comparison.
• Inconsistent vetting. Over 50% of marketers spend only 30 minutes or less vetting a single influencer, and only 25.6% consistently receive documentation on influencer vetting, according to an EMARKETER and Viral Nation report.

The lower-funnel nature of live shopping alleviates some measurement concerns, which partly explains why brands are leaning into the format.

Are AI influencers a threat to human creators?

Marketers see limited value in AI creators. 89% of marketers said they have no plans to partner with virtual influencers or digital avatars, according to a Linqia survey. Consumer skepticism is also growing.

• The share of consumers who view generative AI as a negative disruptor in the creator economy has nearly doubled, from 18% to 32% since November 2023, according to a July 2025 survey from Billion Dollar Boy and Censuswide.
• Consumer enthusiasm for AI-generated creator content dropped from 60% to 26% over the same period.
• 52% of consumers are concerned about brands posting AI-generated content without disclosure, per Sprout Social.

While working with AI influencers may seem cost effective, marketers may face audience resistance and a decrease in consumer trust.

How are social platforms competing for creator exclusivity?

Platforms are experimenting with incentives to secure exclusive creator content. TikTok partnered with iHeartMedia to launch a creator-driven podcast network, and YouTube is promoting high-profile, creator-driven shows debuting exclusively on its platform. Instagram is testing "lock" and "early access" features that let creators gate content for followers.

This push reflects platforms' evolution into entertainment hubs. Nearly half of US adults watch clips from TV shows or movies on social media at least weekly, according to a CivicScience survey. Creators and brands are responding by leaning into episodic, series-like content. However, exclusivity hampers audience growth, and creators who have spent recent years diversifying may resist tying their strategies to a single platform.

How are creators building businesses beyond social media?

Creators are diversifying revenue streams and building audiences outside social platforms. Podcasting represents a major growth area. 56% of weekly podcast listeners say podcast hosts are the type of influencer that matters most to them, nearly triple the share who say the same about social media influencers, according to a survey from Cumulus Media and Signal Hill Insights.

That trust converts to action. 67% of global podcast listeners have made a purchase directly because of a podcaster, and 85% have taken brand action after listening, according to Acast. Creators are also moving into newsletters, live events, and connected TV. For brands, this diversification opens partnership opportunities beyond social feeds.

How should marketers approach creator partnerships in 2026?

Marketers should build creator strategies around three priorities:

• Prioritize partnership quality over scale. Shift toward partnerships with creators who are genuine brand users rather than chasing follower counts.
• Invest in vetting and brand safety. Formalize influencer vetting procedures, maintain detailed brand guidelines, and require disclosure compliance.
• Expand beyond social feeds. Test live shopping integrations, podcast sponsorships, and event partnerships. These formats offer different measurement capabilities and reach audiences skeptical of traditional social content.

Brands that approach creator marketing as a full-funnel discipline, with formal processes and diversified tactics, are better positioned to succeed as the ecosystem matures.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.

EMARKETER forecast data was current at publication and may have changed. EMARKETER clients have access to up-to-date forecast data. To explore EMARKETER solutions, click here.