WARC: Brands Wasting Creator Marketing Spend Amid Rapid Sector Growth.

The creator economy is entering a period of rapid maturation, with global revenues projected to more than double to $376.6 billion by 2030, according to WPP Media.

But according to a new report from the World Advertising Research Center (WARC), a significant share of current spending is being lost to inefficiencies, as marketers struggle with unclear definitions, poor brand fit and weak measurement practices.

Those findings are among the key themes outlined in “The Future of Media 2026,” a new report from WARC that examines how media investment, platforms and marketing practices are evolving. Drawing on WARC’s own insights alongside external research, the report aims to provide marketers and strategists with practical guidance as creator-led marketing becomes a larger component of media budgets.

Despite the scale of investment flowing into creator partnerships, WARC’s analysis suggests that many brands are failing to generate stable returns. The report points to several recurring issues, including confusion over what constitutes creator marketing, inconsistent standards across platforms and markets, and a tendency to prioritize reach over relevance. As a result, campaigns often feature creators whose audiences or values do not align closely with the brand, limiting their effectiveness.

To improve return on investment, the report argues that marketers must take a more disciplined approach. Central to this is working with creators who authentically align with a brand’s identity and objectives, rather than selecting partners based solely on follower counts or short-term performance metrics. The report also stresses the importance of setting clear, measurable goals at the outset of campaigns, allowing performance to be evaluated against defined business outcomes rather than surface-level engagement.

Measurement is highlighted as a persistent weakness in creator marketing. According to the report, many brands rely on metrics that fail to capture true business impact, such as sales uplift or long-term brand equity. WARC recommends the adoption of more robust measurement frameworks that connect creator activity to broader marketing and commercial performance, enabling marketers to distinguish between effective investment and wasted spending.

Creative quality is identified as another critical factor in creator marketing success. The report notes that while creators bring distinctive styles and formats, brands must still make careful decisions about how their assets are integrated. Selecting the right brand cues, messaging and levels of control requires a nuanced balance that preserves creator authenticity while maintaining brand consistency.

Beyond individual campaigns, the report places strong emphasis on learning and experimentation. WARC argues that sustained improvement depends on a structured learning agenda, in which marketers analyze what has worked, identify gaps and test new hypotheses. This approach is positioned as essential for adapting to a media environment shaped by platform changes, shifting consumer behavior and increasing competition for attention.

The report forms part of WARC’s Evolution of Marketing program, which is designed to help marketers navigate major industry shifts and improve marketing effectiveness.