B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

25 -- creators per campaign for brand creator campaigns (2026)

Name: Creators Per Campaign Statistics
Creator: Lighthouse Intelligence
Published: 2026-09-26

2026 · PMG

Brands now typically ask for 25 to 30 creators per average campaign.

Reported as a range of 25 to 30 creators per campaign
Based on qualitative industry observations from an agency executive

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Attribution: PMG View source

Lighthouse Research Team

Last verified: 2026-09-26 · How we verify data →

Source verified Evidence graded

Value

Unit

Count

Data Vintage

2026

Entity

brand creator campaigns

Geography

Global

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

65/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

PMG Primary Tier B

https://digiday.com/marketing/to-manage-300000-creators-unilever-automates-everything-but-the-relati… ↗

Confidence: 56/100 Vintage: 2026 Channel: Deep Crawl

Source Article

To manage 300,000 creators, Unilever automates everything but the relationship

To manage 300,000 creators, Unilever automates everything but the relationship The ad industry seems hellbent on scaling creator marketing. Adding more creators to the roster? That’s the easy part. It’s the infrastructure — discovery and vetting, talent management and content approvals — that’s like…

Original Research

PMG · Original study ↗

Methodology

Range 25-30, midpoint used; per PMG vp of strategy and partnerships

Methodology documented

Segmentation

IndustryB2C Company SizeEnterprise RegionGlobal RoleAll marketers Channelinfluencer

Cite this stat

Plain Text

brand creator campaigns: 25 creators per campaign. Source: PMG (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/creator-campaign-roster-growth

HTML Embed

<blockquote cite="https://lighthousedata.io/data/creator-campaign-roster-growth" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25</strong> -- creators per campaign for brand creator campaigns<br><small>Source: PMG (2026) · <a href="https://lighthousedata.io/data/creator-campaign-roster-growth" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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