Behind the Numbers: an EMARKETER Podcast The Big Creator Breakout in 2026 | Behind the Numbers Special Edition
Mar 5, 2026
New forecasts reveal where creator spending is accelerating and which categories will break out in 2026. The conversation explores shoppable content, CTV’s growing influence, and brands shifting to fuller-funnel partnerships. Topics include rising spend on smaller creators, repurposing creator content across channels, AI’s role in creator workflows, and the measurement and budget challenges marketers face.
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Nano And Micro Creators Now Command Half The Spend
- Spending has shifted heavily toward nano and micro influencers; in 2026 they will capture roughly half of influencer spend.
- In 2021 that cohort had under 20% share, illustrating rapid redistribution to smaller, engaged creators.
Amplification Spend Will Outpace Creator Fees
- Brands are increasingly paying to amplify creator content, and distribution spend will soon exceed payments to creators.
- eMarketer forecasts distribution spend will surpass creator fees by next year as organic reach declines.
AI Is Widely Used For Creative Support
- About 75% of influencer marketers already use AI for ideation, briefs, analysis, and repurposing.
- Linkia data shows AI is common for creative support but less so for deep analysis or automation of relationships.