How CPG Brands Can Leverage Creator Marketing to Drive Results

1. Creators Shopping Influencer Goes Beyond A Click

In 2025, Creators are driving the consumer journey from discovery to purchase in powerful new ways. According to LTK’s study with Northwestern University, 41 percent of brands now allocate at least half (or more) of their digital marketing budgets to Creators – a sign that Creator shopping is shaping both online and in-store purchases.

2. LTK Creators Are Posting More Across All Categories

LTK research shows Creators have become an essential part of omnichannel marketing, with brands using Creator content across an average of four channels outside of social media. These channels may include:

• Content marketing: 56 percent
• Sponsorships: 44 percent
• Connected TV: 43 percent
• Display advertising: 43 percent
• Affiliate marketing: 31 percent

3. Millennials Are Most Influenced to Purchase CPG Products Through Creator Recommendations

Creators being the leading driver of brand and product awareness is strong within the consumer packaged goods (CPG) category, with 61 percent of CPG consumers having changed their opinion about a brand because of Creator content.

4. Seasonal and Life-Stage Shopping Are Top Searches in the LTK App

Brands report that Creator Marketing enables them to tap into important moments and categories, such as seasonal shopping and family-focused needs. Creators’ authentic content fuels cross-category shopping, while 93 percent of brands plan to increase their Creator Marketing investments in 2025 to capture these moments.

In Summary

What does new LTK data mean for CPG brands?

• Creator Marketing spend is rising fast, with almost all brands planning further increases. 
• Awareness impact is especially pronounced in CPG (61 percent) and beauty (72 percent). 
• Cross-channel, full-funnel creator strategies are the new standard. 
• Paid boosting of creator content delivers 86 percent more impressions; brands are focusing on metrics such as awareness, engagement, conversion, and return on ad spend. 
• Brands leveraging Creators’ authentic reach are winning market share and building deeper connections amid changing shopper behaviors.

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Blog originally published in August 2022 and updated in August 2025.