"Key stat: 45% of creators prioritize working with high-quality brands above all else when evaluating brand deals, according to a July survey from Ipsos and Publicis Media. Beyond the chart: Authenticity is driving real results on both sides of the partnership. 58% of consumers have made a purchase because of an influencer endorsement, according to a National Advertising Division of BBB National Programs report."
"Use this chart: Drop this into your next creator strategy deck to show why brand perception matters before outreach. If your brand doesn't signal quality, creators may pass regardless of budget. Use this to build the case for investing in brand equity as a prerequisite for effective influencer partnerships. Related EMARKETER reports: Methodology: Data is from the November 2025 Ipsos report titled "What Creators Want" commissioned by Snap Inc. in partnership with Publicis Media. 1,120 creators ages 18-49 in 6 countries worldwide were surveyed during May-July 2025."
Forty-five percent of creators prioritize working with high-quality brands above all when evaluating brand deals. Authenticity drives measurable results: 58% of consumers have made a purchase because of an influencer endorsement, and 55% of marketers use influencer marketing to build credibility and trust. Brand perception directly affects creator willingness to collaborate; creators may decline partnerships even when budgets are sufficient. Investing in brand equity increases the likelihood of successful influencer partnerships and improves outreach effectiveness. Data come from the November 2025 Ipsos report "What Creators Want," surveying 1,120 creators ages 18–49 across six countries during May–July 2025.
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