For the last decade, marketers have argued about where creators belong in the funnel. Awareness? Consideration? A line item under “social”?

That debate is over. In 2025, US brands spent $37B on creator marketing, growing 26% year over year. 49% of consumers now make a purchase because of an influencer post. Social commerce hit $87B and is on pace to clear $100B in 2026.

Creators aren’t a stage of the funnel anymore. They are the funnel.

We pulled the results and frameworks together into one place: The 2026 Creator Commerce Report.

Get the Creator Commerce Report

Built by the team at Social Native, the creator marketing platform behind some of the world’s most recognized brands.

Brand marketer looking to learn more? Reach out and book a demo.

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