Vendor reportCreatorIQ, 2025

74% of enterprise brands said creator marketing ROI went up over the past year

Channel validation

Creator marketing ROI change YoY: Enterprise Brands

Significantly increased21%
Slightly increased53%
Remained the same13%
Slightly decreased6%
Significantly decreased3%
Unsure4%

Creator marketing ROI change YoY: Enterprise Brands
Response category	Share of respondents (%)
Significantly increased	21%
Slightly increased	53%
Remained the same	13%
Slightly decreased	6%
Significantly decreased	3%
Unsure	4%

Reader Note:: The chart splits enterprise brand respondents into six answer options for how creator marketing ROI changed over the past year: 21% significantly increased, 53% slightly increased, 13% remained the same, 6% slightly decreased, 3% significantly decreased, and 4% unsure. Enterprise organizations are defined here as brands and agencies with 1,000 or more employees. The report does not state the exact enterprise brand base for this chart, and ROI is self-reported rather than audited.
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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74% of enterprise brands said creator marketing ROI went up over the past year

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