Key stat: Video production tops the creator skill investment list at 22.4%, ahead of branding (20.0%), storytelling (14.3%), community building (12.8%), and AI tools (9.6%), according to a January survey from Influencer Marketing Factory.

Beyond the chart:

• The craft-first priorities reflect what's actually driving results. Some 58% of consumers have purchased a product because of an influencer endorsement, per BBB National Programs.
• Meanwhile, the low ranking for AI tools isn't an oversight. Consumer enthusiasm for AI-generated creator content has dropped from 60% to 26%, per Billion Dollar Boy and Censuswide.

Use this chart: Drop this in your next influencer marketing or creator partnership meeting to show where creators are investing in their skills. Use the video-first ranking to benchmark your content strategy, and make the case for why supporting creator craft development builds stronger brand partnerships than any AI shortcut can.

Related EMARKETER reports:

• Creator Economy 2026 (EMARKETER subscription required)
• Creator Economy Trends to Watch in 2026 (EMARKETER subscription required)

Methodology: Data is from the February 2026 Influencer Marketing Factory report "2026 Creator Economy Report." 1,000 US creators ages 18-65 were surveyed during January 2026.

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