What Everyday Creators Want From Brands in 2026

The partnership expectations CPG teams need to know and how to work with creators who feel like real customers.

The Creator Economy Has Shifted and So Have Creator Expectations

Everyday creators aren’t influencers. They’re not chasing fame, follower count, or viral moments. They’re real people sharing real products in real markets, and as our report shows, they have very clear expectations for the brands they choose to work with.

Creators want alignment. They want clarity.

And above all, they want authentic partnerships that feel human, not transactional.

When brands understand these expectations, campaigns become easier, faster, more consistent, and far more effective.

Creators Want to Feel Like Their Voice Matters

Everyday creators participate because they genuinely enjoy sharing products they love. They’re not here to read scripts, follow rigid talking points, or mimic influencer-style content.

According to our report, creators want:

• Creative freedom

• Simple briefs

• Messaging that feels natural

• Brand stories they personally connect with

• A chance to express their personality

Creators perform best when brands trust them to create in their own style.

Creators Want Clear, Simple Instructions

Creators are not looking for complexity. They want to know, quickly and clearly:

• What’s the goal?

• What do you want captured?

• Are there any do’s and don’ts?

• What should I show in store?

• What type of moment works best?

Our report highlights that clarity is a major driver of campaign success.

When the instructions are simple, creators produce better content faster, and brands get more consistency across markets.

Creators Want Brands to Respect Their Time

Everyday creators have full-time jobs, families, and real responsibilities. Content creation is something they fit into their actual lives.

That means brands win when they:

• Keep asks manageable

• Minimize back and forth

• Streamline approvals

• Avoid unnecessary reshoots

• Provide quick compensation

Creators will happily go the extra mile when they feel the brand values their time and contribution.

Creators Want Authenticity, Not Perfection

One of the strongest signals from our report is this:

Creators don’t want to fake anything.

They don’t want:

• Scripted content

• Forced enthusiasm

• Aesthetic requirements

• Influencer-style production

They do want:

• Real storytelling

• Real experiences

• Real opinions

• Real-life integration

Brands that embrace authenticity get content that feels relatable, the kind that moves product because shoppers trust it.

Creators Want Brands They Actually Like

This may be the most important insight of all.

Creators want to work with:

• Products they use

• Brands they care about

• Companies whose values align with their own

• Categories that fit their lifestyle

• Stories they feel proud to share

When a creator loves a brand, the content doesn’t feel like marketing. It feels like connection.

And that’s exactly what builds trust with consumers.

Creators Want to Be Seen as Partners, Not Assets

Everyday creators choose campaigns based on how the brand makes them feel.

From our report, they emphasized:

• “Talk to me like a real person.”

• “Make me feel part of something.”

• “Give me a clear role in the story.”

• “Let me know the impact I made.”

When brands treat creators as collaborators instead of contractors, campaigns get better, participation increases, and creators become long-term partners.

Creators Want to See Their Work Used

Creators love seeing their videos:

• Reposted

• Shared

• Used in paid media

• Highlighted by the brand

• Added to retail pages

• Included in email flows

This signals that the brand values their contribution.

It builds loyalty.

It builds excitement.

And it encourages creators to keep showing up and sharing.

What This Means for CPG Teams

If your brand wants creators who:

• Show up consistently

• Film in store

• Capture real moments

• Produce high-performing UGC

• Advocate for your brand authentically

Then you need to design creator experiences that feel personal, simple, and meaningful.

The brands winning in 2026 are the ones who:

• Collaborate, not direct

• Let creators be themselves

• Communicate clearly

• Avoid friction

• Celebrate creator contributions

Everyday creators aren’t “doing a gig.”

They’re helping shape a brand’s story in their own communities.

And that is powerful.

FAQ

• What motivates everyday creators to join a campaign?

  Clear direction, creative freedom, and a genuine personal interest in the brand.

• What frustrates creators most?

  Overly complicated briefs, scripts, slow communication, and requests that feel inauthentic.

• Do creators want perks or product alone?

  Brands should offer both: fair perks and product that fits the creator’s actual lifestyle.

• What makes creators return for future campaigns?

  Feeling valued, respected, and seeing their content used across brand channels.

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