Hummingbirds Expands Nationally with New York City Launch as Everyday Creator Demand Accelerates

After 3x Growth in Creators, Hummingbirds Expands Nationally, Connecting More Brands, Everyday Creators and Retailers to Drive Product Discovery

DES MOINES, Iowa--(BUSINESS WIRE)--Hummingbirds, a female-founded creator marketing platform that connects CPG brands with everyday creators to drive product discovery, today announced its launch in New York City. The company’s expansion into the Northeast cements its footprint as a national platform, making it available to thousands of everyday creators in the region.

The milestone comes as the $32.5 billion creator economy continues to shift toward nano and micro creators, now the fastest-growing segment of brand partnerships. Retail brands are increasingly challenged not only by getting products onto shelves, but by maintaining visibility, engagement and driving repeat purchase after launch. Hummingbirds enables brands to activate everyday creators within specific communities, translating discovery into ongoing retail performance through peer-to-peer recommendations.

“Creator marketing only works if it's happening where products are actually on shelves,” said Emily Steele, CEO and Co-Founder of Hummingbirds. “Brands don't need more reach — they need creator activity in the markets where they're trying to win. Expanding nationally means we can match our creator network to the retail footprint brands already have, from Target in Des Moines to Whole Foods in Brooklyn.”

Hummingbirds now operates in 78 cities across the Midwest, West Coast and East Coast, which now includes key markets such as Albany, Buffalo, Syracuse, Rochester, Portland, Long Island, Hoboken/Jersey City, Princeton and Stamford. The expansion is driven by clear demand from brands and creators:

• 44.6% of inbound brands request Northeast support, due to the region’s retail density and early-adopter consumer behavior, which drives greater CPG spend per capita in the specialty and premium food categories.
• Creator demand is strong in the Northeast. For example, NYC drove more creator waitlist interest than any single market in Hummingbirds' history, surpassing Los Angeles by over 50%.

According to Sasha McKenzie, Deal Lead at Wellington Access Ventures, and an investor, “Content creation isn’t just evolving who creates, it’s reshaping how products are discovered. We’re moving from broadcast-driven awareness to localized, trust-driven demand. Hummingbirds is building the infrastructure to activate that at scale, and this expansion is an early signal that a new distribution layer is taking hold.”

Since raising over $9M in funding, Hummingbirds has tripled its creator base to 50k+, primarily women and parents across 70+ cities nationwide, while expanding to 280+ brand partners including Graza, Recess, Ritual and Goodles.

About Hummingbirds:

Hummingbirds is a female-founded creator marketing platform for consumer brands that connects companies with everyday creators who drive product discovery in the communities where they sell. The platform enables brands to run retailer-specific creator campaigns across markets, translating discovery into measurable awareness, trial and repeat purchase. Hummingbirds works with more than 280 brands and a network of 50k+ creators in 70+ cities nationwide. Learn more at hummingbirds.com.