Influencer marketing has become one of the most effective strategies for brands in 2026, especially for reaching Gen Z audiences. Research shows over half of Gen Z users find influencer content more relevant than traditional media, while many now use social media platforms as their primary search tool.

The Influencer Marketing Factory’s 2026 Brand Deals Report, created with data from Modash, analyzed more than 316,000 creator accounts to uncover major trends in brand partnerships, disclosures, and creator earnings across Instagram, TikTok, and YouTube.

Figure 1. New Creator Economy Report.

The report found that brand deals now make up a significant share of creator income, with many influencers seeing strong earnings growth in 2025. However, disclosure practices remain inconsistent across platforms. TikTok leads in paid partnership disclosures at 52%, ahead of YouTube at 42% and Instagram at 29%. Figure 1 shows new creator economy report.

YouTube stands out for long-term creator partnerships, averaging 13.5 months with high repeat collaboration rates. In contrast, TikTok and Instagram are dominated by one-off brand deals. Affiliate-based partnerships are especially common on YouTube, supporting longer and more stable creator relationships.

The study also highlights strong seasonality in influencer marketing, with nearly one-third of all brand deals occurring during Q4 between October and December [1]. Brands are advised to plan campaigns early to avoid rising costs and competition, while creators are encouraged to diversify income streams and negotiate partnerships earlier in the year.

Looking ahead, the report emphasizes that compliance with advertising disclosure rules is becoming increasingly important in the creator economy. It also notes that creators increasingly value stable, long-term brand relationships over short-term collaborations, signaling a shift toward deeper partnerships between influencers and brands.

References:

1. https://www.digitalinformationworld.com/2026/05/new-report-reveals-tiktok-leads.html

Cite this article:

Keerthana S (2026), New Creator Economy Report Shows TikTok Excels in Compliance, YouTube in Brand Loyalty, AnaTechMaz, pp.146