Brands Shift Ad Spending Toward Apolitical and Conservative Creators, Report Finds
A significant shift in brand partnerships is steering advertising dollars away from politically progressive creators toward apolitical and conservative-aligned digital influencers, according to multiple experts speaking at SXSW 2026.
This trend marks a notable change from the previous few years, when many mainstream brands actively sought partnerships with creators advocating for social justice causes. Now, advertisers are increasingly comfortable aligning with right-wing voices and are prioritizing creators who avoid partisan commentary altogether.
The movement follows a similar pattern observed in traditional media. Following the 2024 election, reports noted that major brands expanded advertising on conservative platforms like Fox News and The Daily Wire, driven by a desire to avoid perceived political risks and reach specific audiences.
The creator economy, where ad spending reached an estimated $37 billion in 2025 according to the IAB, is experiencing a parallel realignment. “There’s certainly a level of comfortability with conservatives,” said Arthur Leopold, CEO of creator ad platform Agentio. He pointed to a reduced public backlash against brands for not taking visible political stances, such as displaying Pride flags, describing a broader “desensitization to politics” on social media.
This shift directly impacts creator incomes, as brand deals are often essential for sustainability beyond platform monetization. Proudly progressive creators focused on issues like LGBTQ+ rights or climate change report losing opportunities that were more accessible two years prior. “I think before it was OK to have more of a social perspective or moral perspective,” noted creator economy strategist Antonia Alakija. “I’m seeing brands choose creators who don’t really speak to those topics.”
Brooke Berry, head of creator development at Snapchat, advises affected creators not to abandon their viewpoints but to diversify into adjacent, brand-friendly content niches like fitness or autism advocacy, where deals may still be available.
However, experts caution that any overt political stance can now limit opportunities. “Even sometimes when you do do the apolitical stuff, if you do even have a roster of any political stuff, that could get in the way of opportunities,” Alakija said.
Leopold clarified that brands still draw hard lines against extreme or controversial figures, regardless of political leaning, and often request creators aligned with specific audience demographics, which can include conservative audiences.
The trend raises concerns about the diversity of voices in the digital space, as progressive creators may be economically pressured to reduce their advocacy. The long-term trajectory suggests this realignment may not be permanent, reflecting a cyclical nature in the relationship between commerce, politics, and media.
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