Creator marketing is attracting a growing share of advertising budgets as brands look for new ways to reach consumers. According to the Interactive Advertising Bureau (IAB), 48% of marketers now consider creators a "must buy" in their media plans. U.S. advertiser spending on creator content is also expected to reach $43.9 billion this year.
Despite this growth, many brands continue to face the same challenge. Creator campaigns often generate strong engagement while they are active, but the momentum rarely lasts beyond the campaign period. As a result, brands return to the market each quarter looking to recreate the same attention they generated only months earlier.
