Finding the right creators remains the biggest hurdle for brand marketers, with 43.9% citing it as their top challenge despite 77.7% saying they increased their creator marketing budgets this year. That’s a key finding of new research from Spotter and EMARKETER on brands’ approaches to long-term partnerships.
The study surveyed 139 US marketers and found that beyond finding creators, brands face challenges in aligning creator content with brand strategy (28.1%) and balancing brand requirements with creator authenticity (27.3%).
"Creator discovery has largely been solved, but identifying the right partners remains a top challenge," said our analyst Jasmine Enberg in the report. "In an era of algorithmic social feeds and where ROI matters more than ever, relying on gut feeling or vanity metrics like follower counts just doesn't cut it."
The findings signal a fundamental shift in brand approach to creator partnerships. Marketers are moving beyond one-off promotional deals toward sustained relationships with creators who align with their brand values. Finding long-term creator partnerships and ambassadors was cited as the most valuable emerging tactic by 37.4% of respondents.
This pivot makes sense when examining what marketers value: 33.1% seek "creators with strong contextual alignment with their brand" to justify continued investment. Rather than pursuing reach through multiple shallow partnerships, brands are cultivating dedicated relationships with creators who genuinely connect with their products and services.
"Marketers are recognizing that creators aren't just producing buzzworthy and high-value content,” said Vineet Pathak, vice president of ad sales research, insights, and measurement at Spotter. “They are creating loyal and lasting fandom within their ecosystems."
The research shows marketers' evolving understanding of creator marketing's role in the purchase funnel. While traditionally viewed as an awareness tool, creator partnerships are expected to deliver measurable results. Some 27.3% of respondents cited conversions or sales as the top metrics for measuring partnership value.
Marketers also recognize that scripted testimonials fall flat. The most effective creator content integrates brand messages into authentic narratives instead of obvious sales pitches. In fact, 61.9% of respondents define creator marketing as "deeply integrating into the storyline of creator content."
Read the full report here
This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.