Vendor reportCreatorIQ, 2025

Brand awareness was the top creator marketing priority across brand types

Channel validation

Priority	Mid-market Brands (%)	Enterprise Brands (%)	Industry Leaders (%)
Building brand awareness and audience affinity through creators	31%	25%	23%
Managing influencer campaigns efficiently and effectively	14%	17%	16%
Demonstrating measurable impact or ROI	10%	14%	12%
Discovering new creators or strengthening existing partnerships	10%	13%	11%
Driving strategic alignment across teams and marketing functions	10%	13%	15%

Top priority for influencer marketing program by brand type

Reader Note:: This table compares the top priority for creator marketing programs across mid-market brands, enterprise brands, and industry leaders. “Building brand awareness and audience affinity through creators” ranks first in each cohort at 31% for mid-market brands, 25% for enterprise brands, and 23% for industry leaders. The table also shows operational priorities such as managing campaigns efficiently, demonstrating ROI, discovering creators, and driving strategic alignment.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 1,723 respondents: 747 brands, 676 agencies, and 300 creators across 17+ industries and 9+ regions, conducted by Sapio Research in July 2025, with additional CreatorIQ research in August 2025.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Brand awareness was the top creator marketing priority across brand types

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