ReportContent Strategy
State of Creator Marketing 2025 — BAZ analysis
BAZ Research — analysis of CreatorIQ/Sapio dataOct 8, 2026 11 min
BAZ analysis: for the first time in 5 years, measurement — not budget — is the top roadblock.
BAZ analysis of CreatorIQ + Sapio survey data (1,723 brands/agencies). Avg annual creator spend $2.9M (brands), $4.4M (agencies). 94% say creator content beats traditional ads. Follower count is now the least-important selection factor; brand suitability leads. Implications for the BAZ Influencer engine.