The 2026 creator marketing benchmarks report

Every brand wants to know the same thing: “Are my numbers good?” This report pulls together what strong creator programs actually look like in 2026 — so you can benchmark your own and find the gaps worth closing.

GMV per creator

The gap between average and top-quartile programs is widening. The difference is rarely the creators themselves — it’s structure: tiered incentives, clean attribution, and fast payouts that keep the best partners active.

Conversion rates by channel

TikTok Shop continues to lead on direct conversion for impulse-friendly products, while YouTube drives fewer but higher-intent purchases. Instagram sits in between and remains the strongest channel for building longer-term brand affinity.

• TikTok Shop — highest velocity, best for launches and trend-driven products.
• YouTube — lower volume, higher average order value and intent.
• Instagram — balanced reach and trust, strong for evergreen partnerships.

Payout speed

Speed to payout has quietly become a competitive advantage. Programs that pay within days rather than weeks retain more top creators and get first pick on their calendars.

Tier structures top programs run

The best programs no longer treat every creator the same. A typical structure: a base commission for all, an elevated rate for proven performers, and bonus triggers at GMV milestones. This keeps acquisition affordable while giving stars a reason to lean in.

How to use these benchmarks

Don’t chase every number at once. Find the single metric where you’re furthest below top-quartile, fix the structural cause, and re-measure. Growi surfaces all of these metrics per creator in real time, so you always know where you stand.