Creators prioritize brand quality and shared values in partnerships

"Key stat: 45% of creators say working with a high-quality brand is their top priority when considering a brand deal, according to a July 2025 survey from Ipsos and Publicis Media. Beyond the chart: Only 26% of UK/US consumers in July 2025 prefer genAI creator content over traditional content, down from 60% in 2023, according to a November report from Censuswide and Billion Dollar Boy."

"37% of brand marketers use a hybrid model, mixing in-house and agency resources, to run creator campaigns, according to July 2025 data from CreatorIQ. Use this chart: For marketers building creator partnerships, this chart is a checklist. Prioritize authenticity, values alignment, and product quality to attract top talent. Let creators test products, co-create campaigns, and maintain transparency-trust is currency in creator-driven marketing."

45% of creators say working with a high-quality brand is their top priority when considering a brand deal (July 2025 Ipsos/Publicis Media). Only 26% of UK/US consumers in July 2025 prefer genAI creator content over traditional content, down from 60% in 2023 (Censuswide/Billion Dollar Boy). 37% of brand marketers use a hybrid model mixing in-house and agency resources to run creator campaigns (CreatorIQ). Marketers should prioritize authenticity, values alignment, and product quality to attract top creators. Allow creators to test products, co-create campaigns, and maintain transparency to build and preserve trust.

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