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1、THE STATE OF CREATOR MARKETINGyai_ariza x PandoraOpen Influence commissioned an independent research agency to survey a random sample of 150 brand marketing leaders about whats driving their influencer(creator)marketing strategies today,and whats changing in 2023.The margin of error for the study is
2、+/-8%at the 95%confidence level.New research commissioned by Open Influence shows that influencer(creator)marketing is growing,experimentation is hot,and agencies will play a key role.alehilton x Jean Paul GaultierTo break through to the right consumers in 2023,keeping up with the latest influencer(
3、creator)marketing trends and opportunities is important.Influencer(creator)marketing budget allocations are growing,vertical short-form video is winning,and brands are open to experimenting with new trends.The survey also revealed that brands will continue to lean on influencer(creator)marketing age
4、ncies to run their programs.levitatestyle x Sirius XMWere here to help with that.THE BIG THEMES?Influencer(creator)marketing will own KEY CREATORMARKETINGa bigger share of marketing budgets.Influencer(creator)marketing investments keep growing as creators continue to show their value by delighting a
5、udiences and inspiring action.64%of the brand marketing leaders we surveyed said they expect their influencer(creator)marketing budget to increase in 2023.Many brands have opened up their budgets to influencer(creator)marketing.However,convincing executives to invest in influencer(creator)marketing
6、is still a challenge for brand managers.While 13%of marketers say they allocate at least$1 million to influencer(creator)marketing,not every company executive is persuaded.28.6%said selling the idea of influencer(creator)marketing to upper management remains a big challenge.katherine_josee x Shea Mo
7、istureMost brands will outsource their Influencer(creator)marketing involves many layers.Brands that are looking to execute strategic programs,rely on agency partners capable of supporting large-scale campaigns with great success.We believe this contributes to77%of brand marketing leaders prefer lon
8、g-term relationships with creators.Brand ambassadors and always-on approaches are more valued among marketers because they are cost and time efficient,and allow for stronger connections with audiences as a result of post frequency.Influencer(creator)marketing.why 81%of brand managers manage their in
9、fluencer(creator)marketing partially or fully with an agency.These are two hurdles marketers encounter when running creator programs in-house:20%said negotiations,contracting,and payment flow17.3%said developing an effective creative strategyBrands want to marry creators,not just date them.thatsosof
10、i x T-MobileOnly 40%of brand marketing leaders say its definitely easy to get accurate influencer(creator)marketing metrics.Reliable influencer(creator)marketing metrics are still tough for brands to get.Tracking analytics and optimizing campaign performance is a common challenge we encounter.First
11、party data is always the most reliable,but accessing it can be tricky.This past year,we integrated TikTok and Meta APIs to solve for this.The result?Real-time reporting with platform-direct first party data.-Maggie Reznikoff,VP of Account Management Brands are running paid campaigns behind creators.
12、77%of brand marketing leaders usually run paid social behind an influencer(creator)marketing campaign.In addition to hyper-targeting the content to desired audiences,leveraging paid social campaigns allows brands to maximize both efficiency and ROI while driving more users throughout the conversion
13、funnel.Paid social has become a pivotal part of any creator strategy,offering more control where the organic algorithms do not.Combining creator assets with a strategic paid media layer is how brands can make their dollars work the hardest.-Maggie Reznikoff,VP of Account Management Instagram continu
14、es to be on top for influencer(creator)marketing.While Instagram has remained at the top,we have seen massive and rapid growth from TikTok in the last few years,and it has joined the leading ranks among other social media giants.Short-form video is king.Short-form video has beat out static image pos
15、ts.The rise of short-form video began with the growth of TikTok,as the platform became highly popular other social media platforms have followed suit,causing it to become the most-preferred and most-consumed type of online content.Were seeing the adoption of short-form vertical video across all key
16、platforms.TikTok walked so IG Reels could run.Other examples of adoption include Youtube Shorts,Pinterest Idea Pins,Snapchat Spotlight,and even Google Ads are now auto-generating vertical video ads using machine learning on existing assets.-Maggie Reznikoff,VP of Account Management carriec x Dunkin
17、DonutsBrands still select creators primarily by their follower count.Brands look at follower count 3x more than the expertise of the creator.In fact,some brands(17%)only want to partner with macro creators who have amassed more than 5 million followers.What else do brand teams look for when selectin
18、g creators?Follower Count /49%Engagement Rate /47%Impression Rate/34%Audience Demographic /45%Content Quality/41%Relatable and aspirational creators are about equally sought after.Brands are just as likely to choose creators who are relatable(36%)as they are to choose those who are aspirational(35%)
19、.Innovation is a key theme for 2023 as brands continue to experiment.91%of brand marketing leaders are open to exploring new trends when it comes to influencer(creator)marketing.This is an excellent way for brands to step out of their comfort zones and create campaign content that will cut through t
20、he noise and inspire audiences.An easy way to do this is to lean into the creativity and expertise that creators bring to the table,as opposed to providing a prescriptive brief or campaign ask.murielxo x GarnierThe Metaverse is taking shapeThe creator marketing sphere is growing.As more brands choos
21、e to increase their creator marketing efforts and budgets,its critical to have a finger on the pulse of big changes happening in the space,such as technological advancements and shifts in creators and consumers wants and needs.Metas infinite world of creator content and imagination is moving ahead a
22、s the company pivots away from traditional social media and towards virtual reality.Global metaverse spending is projected to reach$73 billion by 2024.5Certainly,the landscape is wide open for brands that want to expand their influencer(creator)marketing impact.Other major trends and technologies ar
23、e driving fast growth for influence marketing and building new customer engagement channels:ducdubois x MacysOur team at Open Influence works diligently to stay on top of all the latest industry trends.If you want to begin creating awe-inspiring campaigns that audiences will love,reach out to us tod
24、ay to get started.The goal isnt perfection,its to be realCreators can assist with content creationCurated,polished,and perfect content has taken a backseat to authenticity,relatability,and vulnerability within content.The growth of apps like TikTok and BeReal support this trend.With an increase in d
25、emand,creators may expect more compensationAs more brands add influencer(creator)marketing to their budgets,and more creators figure out how to bring in larger audiences,the profits for creators will continue to grow.Being a professional creator with a viable career is no longer just a dream for mil
26、lions of creators.Its not just the big creators who are getting bigger.Small nano and micro-creators are increasingly being targeted by brands because they reach niche audiences,are affordable,and have the greatest growth potential.In addition,platform algorithms have allowed smaller creators to rea
27、ch broad audiences via the For You Page and/or Explore Tab.For that reason,many brands are prioritizing content DNA over audience size.As the creator economy grows,brands are quickly realizing the benefits of actively tapping into the extraordinary contributions of digital creators to scale their content needs.This expands brand-creator partnerships beyond a media buy.Nano and micro-creators will continue to rise