‘It scared the hell out of me to hand over the keys’: What brands have learned from creator partnerships

Brands and retailers say they’re seeing strong returns from creator content, whether that’s from mini-series or unboxing videos.

While creator programs aren’t new, more retail players are jumping into the space to court consumers, drive engagement and spur sales. This year, Aerie launched a creator program for its most avid fans, while Gap Inc. began an employee creator program. Ugg started working with art students on creative content and product description pages, and Target debuted two new creator programs, Club Target and Target Ambassadors. Meanwhile, Kohl’s began giving its creators a chance to earn a commission on every sale, in addition to getting free products.

Data indicates this trend — and broader interest in the creator space — isn’t slowing down. CreatorIQ’s seventh annual global State of Creator Marketing report shows that nearly half of brands now earn 3x or greater ROI from creators. What’s more, brands’ creator budgets have increased 33% year over year, the report found. U.S. brands are expected to spend $13.7 billion on influencer marketing by 2027, according to eMarketer. 

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