Brands are increasingly engaging influencers not only to boost awareness but also for seasonal campaigns, product launches, and even co-development of products. According to a fresh Digiday+ study based on a survey of 125 professionals from brands and agencies, as well as interviews with marketing directors, marketing with content creators is becoming a key element of growth strategies. In this article, we will explore how companies are moving from one-off promotions to long-term partnerships and what trends are shaping the future of the industry.
Seasonal campaigns and product launches
88% of respondents said they collaborate with influencers for seasonal promotions, and 78% for launching new products. For example, in September 2025, Best Buy partnered with the Dude Perfect group for brand exposure during the NFL and holidays. That same month, Albertsons Media Collective, together with agency Linqia, ran a campaign dedicated to the Lunar New Year. The results are impressive: engagement on Instagram was three times higher, and on Facebook four times higher compared to benchmarks.
Co-development of products
Some marketers go further, co-developing product lines with creators. Home goods brand Ruggable created a collection with chef and influencer Dan Pelosi after the success of his ShopMy page. Lauren Sherman-Caud, CMO of Ruggable, noted: «ShopMy allowed us to scale our influencer program 20 times. We use this data for deeper collaborations, especially with micro-influencers.»
Categorization of content creators
Jeremy Lowenstein, CMO of Milani Cosmetics, divides creators into three groups:
- Those who shape brand perception.
- Those who educate consumers (e.g., makeup artists).
- Affiliate creators focused on sales through livestream shopping.
This approach helps more accurately select partners for campaign goals and improve influencer marketing effectiveness.
Creator programs: long-term relationships
Instead of one-off campaigns, brands are increasingly launching creator programs, offering training, commissions, and early access to promotions. For example, fitness app Strava requires that all partners genuinely use the service. Louise Vee, CMO of Strava, explained: «We work with those who have pro status or are verified. They create content that we use across different channels.»
YouTube, with over 3 million creators in its partner program, emphasizes the importance of authenticity in marketing. Brian Albert, Managing Director of YouTube, noted: «When brands micromanage the script, the audience senses the ad and leaves. The marketer’s job is to set goals, not dictate words, and trust the creator.»
In-house influencers
Some brands use employees as content creators. Ulta Beauty, for example, has a program for both external influencers and its own associates. Kelly Mahoney, CMO of Ulta Beauty, said: «Our employees are already trusted experts; their authentic content deeply resonates with shoppers. And the Ulta Beauty team brings together external creators, helping us stay relevant in cultural and beauty trends.»
Milani Cosmetics also engages its own developers for educational content. Lowenstein added: «The influencer world organically and inorganically amplifies the brand’s message. We’ve entered cultural conversations because algorithmically it resonates on platforms.»
Non-human influencers
Duolingo uses its mascot—the owl Duo—as an influencer. Manu Orssow, CMO of Duolingo, explained: «We have our own influencer—the owl. Creators want to work with us because they see us not just as a brand, but as a good content creator. This changes the dynamic: we collaborate as two creators, not a brand and a creator.»
Frequently asked questions
What types of influencer campaigns are most popular?
According to the survey, 88% of brands use influencers for seasonal campaigns, 78% for product launches, and many for awareness.
How do brands select creators for programs?
Criteria include authentic product use, expertise (e.g., Olympians for Strava), and the ability to create content that can be used across multiple channels.
Why is authenticity so important in creator marketing?
YouTube confirms that audiences sense «overproduced» content. Trust in the creator and natural brand integration improve effectiveness.
Conclusion
Marketing with content creators is evolving from one-off promotions to long-term programs, including co-development of products and using employees as influencers. Brands should invest in authentic partnerships and trust creators to achieve better engagement and sales. Want to learn how to implement such strategies in your business? Contact us for a consultation.