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Modern Retail+ Research 2026 Creator Marketing Index: A brand guide to effective social media campaigns

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Modern Retail+ Research 2026 Creator Marketing Index: A brand guide to effective social media campaigns

As creator marketing becomes a fixture in many brands’ marketing strategies, creators’ roles are shifting and expanding. Brands may pay creators to produce sponsored content, gift products to them in the hope of organic posts, or rely on a combination of creator- and brand-produced content published on their own social media accounts. 

Overall, social media remains the leading channel for creator partnerships: 96% of respondents to Modern Retail’s first-quarter survey of brands and agencies said they partner with creators to create social media content. Within social media, Instagram (90%), Facebook (80%), YouTube (72%) and TikTok (63%) were the platforms marketers said they used most.

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