By Brit Starr, CMO at CreatorIQ
Uncertainty is nothing new for marketers. We’ve weathered shifting budgets, changing priorities, and fast-moving market dynamics before—and we’ve come out stronger.
Today’s challenges—rising U.S. tariffs, supply chain headwinds, and economic volatility—are real. But so is the opportunity. Moments like this create the conditions for bold thinking, smarter investments, and meaningful innovation.
At CreatorIQ, we believe this isn’t just a test—it’s a turning point. With the right strategy, brands can not only adapt, but lead. And marketers will continue to shape the next wave of growth, just as we've always done.
New and proposed U.S. tariffs are driving up the cost of imported goods—impacting pricing strategies, squeezing profit margins, and softening demand. According to Sapio Research1, 58% of senior leaders expect tariffs to impact their marketing strategy. That number jumps even higher among large, global organizations.
But tariffs are just one part of a broader landscape of volatility. Supply chains are still recalibrating after the pandemic. Inflation remains stubborn. Consumer behavior is evolving fast. In response, marketing teams are being asked to do more with less—to move faster, spend smarter, and deliver measurable results, and make every dollar count.
Here’s the good news: Creator marketing is one of the most resilient and high-ROI marketing strategies available today.
In fact, we believe that creator-led strategies are the smart play in volatile conditions. Why?
Traditional advertising is increasingly expensive and rigid. Creators, by contrast, give you the power to pivot quickly. Messaging, geography, platform—everything can adapt in real time. You can scale up or down depending on inventory availability, campaign goals, or regional needs. And the CPMs are consistently lower than traditional paid media.
Creators don’t just build brand awareness—they drive demand. Whether it’s generating waitlist sign-ups, promoting a limited-edition launch, or perhaps most valuable, deepening customer loyalty, creators are the most efficient way to engage your audience at every stage of the funnel.
It’s a simple truth that many of today’s consumers pay more attention to creators than brands. Nearly a third of Gen Z and Millennials2 have purchased from influencer-founded brands in the past year. Creators are connectors. They build trust, spark conversation, and create content that feels human. That trust is your brand’s moat—and it’s especially powerful in turbulent times.
| 💡 Preston Rutherford, Co-founder at Chubbies, discusses the value of investing in brand building: Building your moat while most competitors panic. Creators are your moat, and can help you weather the storm. |
More brands are investing in creator marketing—and getting results. According to our 2024-2025 State of Creator Marketing report3:
And this isn’t theoretical. Global parent enterprises like Unilever4 are doubling down on creator investments as they transform marketing organizations. We’ve seen brands like Amazon, Erewhon, TikTok Shop, and RHODE Skin grow their share of voice—and their market share—by leaning into creator-led strategies during times of industry-wide pullback. Creator marketing is a driver of success.
This moment requires marketers to lead with clarity and confidence. Here are a few steps you can take to protect performance and position your brand for growth:
How are your creator campaigns performing? What’s your share of voice relative to competitors? Where are you seeing momentum—or lag?
| 💡 CreatorIQ customers: CreatorIQ’s platform provides these insights and more. Connect with your customer success partner for a strategic check-in or performance review. |
Genuine creator relationships and multi-platform creator campaigns offer the greatest ROI and impact. Don’t just sponsor a few posts—build integrated creator partnerships that power brand storytelling, content creation, and conversion across channels.
If your goals or budget have shifted, don’t go it alone. Our team is here to help you adjust course, prioritize outcomes, and explore new opportunities—from competitive dashboards to flexible resourcing.
There’s an old marketing truth: excess Share of Voice (eSOV) drives market share growth5. In times of uncertainty, many brands pull back—creating space for others to break through. We’ve seen this play out again and again. Brands that stay visible and build community during tough times emerge stronger.
The window for meaningful growth hasn’t closed—it’s just transforming. Creator marketing gives you a way to stay close to your consumers, create more value from every dollar, and build a brand that lasts.
We’re here to help you navigate this moment—and uncover even more opportunities on the other side.
| From Sasha’s Desk: I’ve spoken with so many of you recently who are navigating tighter budgets, shifting goals, and a need to do more with less. These moments can be challenging—but they also offer a chance to refocus, rethink, and build even stronger foundations. At CreatorIQ, our Customer Success team is here to be more than just a point of contact—we’re your strategic partners. Whether you need to pivot a campaign, dig into performance data, or figure out what’s next, we’re in it with you. Creator marketing has always been about connection, trust, and adaptability. And so has our approach to supporting you. —Sasha Wallace, Sr. Director, Customer Success at CreatorIQ |
Sources:
1. Sapio Research: How US tariffs impact businesses in the UK?
2. eMarketer: 1 in 3 Gen Zers have bought from an influencer-founded brand in the past year
3. CreatorIQ: The State of Creator Marketing Report: Trends and Trajectory 2024-2025
4. New Unilever CEO Plans to Level up Marketing by Hiring ‘20 Times More Influencers’ in Ambitious Move
5. Nielsen: Budgeting for the Upturn – Does Share of Voice Matter