Today, Influencer launches ‘Creator Perspectives’ - the first report of its kind to examine professional brand partnerships through the lens of creators.

Working in collaboration with Crowd DNA, Influencer surveyed over 500 of the industry’s top creators worldwide to understand how they feel about working with brands. The report is an unfiltered view of the realities creators navigate, highlighting opportunities and areas for growth to unlock even more impactful, ROI-driven collaborations.

The result is a comprehensive guide for brands to navigate these new findings and insights, providing a roadmap towards better connections between creators and advertisers.

Report Headlines:

✅ The KPI disconnect: 54% of creators said that a clearer understanding of KPIs would significantly improve campaign results—but most are left guessing what’s important, leading to disputes later. Clear, strategic briefs are the game-changer.

✅ Creators want a seat at the table: 64% said they want deeper insight into overall brand and marketing goals in order to align their content strategies better, while 57% want to understand their role in the wider marketing ecosystem.

✅ The full-time creator myth: Despite a booming industry, only 12% of creators produce content full-time - even among the most high-profile creators only 25% rely on it as their primary source of income.

✅ Long term VS. short term: Whilst 72% of creators prefer long-term partnerships, only 54% actually have them. For brands, the decision is far from simple. Long-term deals can deepen relationships and help to professionalise the industry, but they aren't always the right fit for fast-moving industries that need to stay on top of trends. The key isn’t choosing one over the other—it’s about knowing when to use each approach to maximise impact.

✅ Content is never one-size-fits-all: 76% of creators tailor content for each platform, but 64% say brands underestimate the effort involved. Platform-specific strategies lead to stronger engagement, as what works on TikTok doesn’t always translate to Instagram. The creators you choose should also be platform-first, meaning their content style and approach should align with the platform they’ll be posting on for the best results. 

Influencer’s Creator Perspectives report seeks to empower brands to rethink their approach to creator marketing - bridging gaps, maximising impact, and setting the stage for more effective, mutually beneficial collaborations. 

Thoughts from our founders:‍

"Influencer is all about creators. We’re backed by creators and founded by creators. Creators tell all of our brand stories, and without them, we wouldn’t exist. When we put together this report, we really wanted to understand and broadcast their perspectives in more depth and detail—not only to get valuable insight we could share with the industry but to learn more from them ourselves.’’‍

Caspar Lee, CVO and Co-Founder of Influencer‍

"At Influencer we forge powerful connections between brands and creators every day. Seeing creators as partners rather than vendors, helps us open more doors to creativity.  The backbone of all of this is true insight and research and what’s clear from clients and creators alike is that we all want to move towards closing the creator and brand communication gap.” ‍

Ben Jeffries, CEO and Co-Founder of Influencer‍

Make 2025 your year for creator-led marketing:‍

Want to build stronger, more effective creator partnerships? Download the full report here.

‍For a consultation on how to elevate your creator marketing strategy, contact us.

UK Press/Marketing enquiries: Sophie.Donovan@influencer.com

US Press/Marketing enquiries: Erin.Mcfadden@influencer.com