Digiday+ Research 2026 Creator Marketing Index: A brand guide to social media campaigns
As creator marketing becomes a fixture in many brands’ marketing strategies, creators’ roles are shifting and expanding.
The Digiday+ Research 2026 Creator Marketing Index provides a comprehensive guide to social media campaigns for brands and agencies. With 96% of respondents partnering with creators for social media content, the research highlights the leading platforms for these partnerships, which are Instagram (90%), Facebook (80%), YouTube (72%), and TikTok (63%).
The Index analyzed 1,755 social media posts and 20 branded campaigns, scoring them on key dimensions to create an average score. The results show that Instagram Reels had the highest video views, while TikTok videos had higher average engagement. However, it's important to note that these results are specific to the Index's focus on branded social media campaigns and may not reflect the performance of non-brand-related content on other platforms like YouTube.
The research emphasizes the importance of understanding the performance of different content formats and approaches to creator campaigns in order to make informed decisions about partnerships, content formats, and campaign investment.
Brief written by urgent.news from Digiday's own syndicated text. Machine-written — may contain errors; check the original before relying on it.
