Industry surveyLinqia, 2026

84% of brands work with creators on sponsored content

Channel validation

Share of brands working with creators, by engagement type (%)

Share of brands working with creators, by engagement type (%)
Engagement type	Share of brands (%)
Sponsored Content	84%
Long-Term Partnerships/Ambassadors	74%
Creator-Generated Content (CGC)	65%
Gifting	53%
Live Events	53%
Affiliates	37%
Product Collaboration	16%

Reader Note:: This figure shows the share of brands using each creator engagement type.
Evidence:: Stated intention
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 over 200 enterprise marketers; selection method and further sample details not disclosed in the provided source text.

Good for

Reading the mood, and deciding what to test yourself.

Not for

Predicting what people will actually do. Intentions and behaviour come apart.
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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84% of brands work with creators on sponsored content

Good for

Not for

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