Digiday Survey Finds 96% of Brands and Agencies Use Creators for Social Content
TLDR
Digiday's first-quarter 2026 survey found 96% of brands and agencies partner with creators for social content, with Instagram, Facebook, YouTube and TikTok the most-used platforms.
Digiday reports that 96% of respondents to its first-quarter survey of brands and agencies said they partner with creators to create social media content. Instagram led at 90%, followed by Facebook at 80%, YouTube at 72% and TikTok at 63%. The article is a member-exclusive preview of the Digiday+ Research 2026 Creator Marketing Index.
How we got here: earlier coverage
- Oct 28Over 80% of Marketers Plan to Increase Influencer Spending, but Consumer Fatigue Is Under Question
Over 80% of marketers plan to increase influencer investments over the next year, while the article questions whether consumers are tiring of creator content.
- Sep 28LinkedIn introduces advanced creator discovery features for brand campaigns
LinkedIn is testing an advanced creator discovery system to help brands identify and partner with subject matter experts for campaign work.
- Sep 17Meta releases holiday 2026 planning guides for brands and marketers
Meta published planning resources for the 2026 holiday season, including AI guidance and an SMB playbook for in-app shopping.
- Sep 15Meta launches new tools to simplify creator partnerships and drive sales
Meta announced new tools at IAB Global Creator Week designed to streamline advertiser and agency connections with creators.