Hummingbirds Releases Report on the State of the Everyday Creator Ahead of 2026

DES MOINES, IOWA - Hummingbirds, the first of its kind platform connecting consumer brands with everyday creators across the country, launched their inaugural report on the state of the everyday creator. The report is an actionable compilation of all the data and insights Hummingbirds has collected over the year working with hundreds of fast-growing consumer brands and thousands of creators "birds" on their platform bringing the brand campaigns to life.

With the creator marketing space slated to surpass over $500 billion by 2027, all eyes are on how brands can most meaningfully engage with the space and leverage it for growth. As a leader in the creator space and a category creator in their own right, this report leverages Hummingbirds expertise to distill meaningful insights that consumer brands can implement nano or "everyday" creators into their strategy as they strategize their marketing plans for 2026 and think beyond glossy, ultra-expensive influencer ads. Brands like Olipop, Goodles, MUSH, and more rely on Hummingbirds to amplify their brand awareness across the country with the help of everyday creators, this report highlights the learnings found and trends spotted as the year ends.

What the report includes:

• How everyday consumers are redefining influence and brand discovery.

• Why authenticity is outranking polish - and how everyday creators build trust at scale.

• What smaller creators are looking for in brand partners.

• Where the creator economy is headed - and what CPG brands need to know and need to do to keep pace.

"We are thrilled to bring this report to life. It's an amalgamation of years of expertise and data from our team, customers and creators," said Cofounder and CEO Emily Steele. "We've seen everyday creators drive shelf-level impact. We know what works—and we're giving consumer brands the intel to win with creators at retail.

This year, Hummingbirds expanded their offerings to 40 cities nationwide giving brands on their platform a foothold with creators from Atlanta to Dallas. Steele alongside her cofounder Charise Flynn and team are bullish on the power of everyday creators' ability to spark consumer behavior in their communities that drive real growth for the consumer brands that trust Hummingbirds.

With this new era of the creator economy, when brands are looking to stretch their budgets further, consumers are looking for authenticity and creators are looking for discovery and community, looking at creative ways to engage with the creator space is more important than ever. This data-packed resource is intended to educate brands and CPG marketers.

"The interest and excitement for Hummingbirds has been consistently growing," said cofounder and COO Charise Flynn. "No one wants their brand to be left behind and everyone wants a piece of this growing space. Our hope is that this report provides inspiration and guideposts for brands to craft a creator strategy that doesn't leave anything on the table."

With Hummingbirds' cross-country expansion and the release of this industry-leading report, Hummingbirds is poised to continue their growth and leadership within the space.

The report is free for anyone to download at the link below along with other resources for brands looking to incorporate creators into their brand strategy.

About Hummingbirds:

Hummingbirds is a fast growing category creator in the marketing space for consumer brands. The brand is women-owned, mom-owned and Midwest-based with marketing and tech experts at the helm. Hummingbirds is a first of its kind platform that connects brands with everyday creators to share their favorite products found in their community. Hummingbirds allows brands to leverage many little voices for big impact with their geotargeted approach to creator marketing. Hummingbirds works with brands like Olipop and Goodles as well as smaller, more regional brands. In addition to helping brands connect with these regional audiences and pull new consumers into retail. Hummingbirds hold the growth, happiness and discovery of their birds at equal weight providing free resources and training to help their creators build meaningful communities and businesses too.