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1、Influencer Marketing Trends ReportKey Findings From CreatorIQs Annual Influencer Marketing Surveys,and Trends to Expect in 2024We know youre busy.Here are some quick hits from this report,and where to find them:Executive SummaryCreator Content Drove More ROI than Traditional Digital AdvertisingPage
2、866%BrandsPage 1982%AgenciesPage 2683%Industry Leaders55%of organizations reported an increase in influencer marketing investment year-over-year,with one in four brands investing$1M or more.The State of Investment Page 6Sponsored digital ads featuring creators proved the most impactful marketing str
3、ategy for marketers at both brands and agencies,edging out other creator-led strategies like affiliate marketing and user-generated content(UGC).Digital Ads Featuring Creators Is the Most Impactful Marketing StrategyPage 8Driving ROI was the greatest challenge for brands,while inadequate budgets rem
4、ained marketers biggest roadblock for the second year in a row.Driving ROI,Inadequate Budgets Present Challenges for BrandsPage 13Influencer Marketing Trends Report|2Executive SummaryFor 48%of brands,creator marketing software is the most effective method for tracking influencer marketing performanc
5、e,outpacing methods like website traffic analytics or search performance,tracking sales,and affiliate links or promo codes.Brand Awareness Is Prioritized 3x vs.ConversionBut Is That the Full Story?Page 1148%55%of brands reported that content production costs for creator marketing have remained the s
6、ame YoY.In-House Traditional Advertising Costs Increase,While Creator Content Production Costs Hold Steady Page 1055%62%of organizations considered Instagram their primary platform,2x the rate of any other platform.For 28%,TikTok proved most integral.Instagram 2x More Integral for Marketers than Tik
7、Tok Page 2362%Influencer Marketing Trends Report|3Organization DemographicsAbout the SurveyWe surveyed 225 organizations,from small businesses to enterprises to agencies.Respondents assessed changes that they experienced in influencer marketing practices from September 2022 to August 2023.Unless oth
8、erwise noted,our findings refer to this period of time.61%percent of respondents were based in the United States.The other most common geographic locations included the U.K.,Canada,Germany,the Netherlands,and Brazil.Weve included demographic data to provide context for our creator marketing insights
9、.The report highlights relevant data from our surveys.Weve elected to round percentages to the nearest whole number,and have also incorporated multi-selection responses.As such,some responses may not add up to exactly 100%.Primary Verticals RepresentedOther Verticals RepresentedSoftwareSports&Outdoo
10、rsTechnology&ComputingBusinessGamingConsumer ElectronicsHome&GardenTravelBeautyRetail&ShoppingFood&BeverageAgencyMedia&EntertainmentFashionHealth&WellnessInfluencer Marketing Trends Report|411%Organization TypeTitleAbout the Survey53%Brand or company#1Agency47%#2Manager#1VP/Director#2IndividualContr
11、ibutor#3Executive#445%17%28%Influencer Marketing Trends Report|5The State of InvestmentOrganizationsThis year,55%of organizations reported increasing their investments in influencer marketing year-over-year,with one in four investing greater than$1M annually.While this percentage marks a slight decr
12、ease from the previous years YoY growth rate(previously 67%for brands,83%for agencies),the total funds allocated toward creator marketing proved greater this year.In terms of team resources,33%of respondents claimed more than six dedicated influencer marketing personnel,while 47%reported that the nu
13、mber of team members who focus wholly on influencer marketing has grown YoY.Organization Size12%35%19%14%10%11%Fewer than 15 employees15-100 employees101-250 employees251-1,000 employees1,001-10,000 employeesMore than 10,000 employeesDedicated Influencer Marketing Personnel04%1-232%3-530%6+33%Change
14、 in Influencer Marketing Personnel Over the Past Year4%10%40%37%10%Significantly decreasedSlightly decreasedRemained constantSlightly increasedSignificantly increasedInfluencer Marketing Trends Report|6*20%of respondents were unsure OrganizationsPercentage of Total Marketing Spend Allocated Toward I
15、nfluencer Marketing54%of respondents allocated up to of their marketing budget toward influencer marketing50%of their total marketing budget toward influencer marketing50%Annual Expenditure on Influencer Marketing*7%11%27%39%16%33%12%5%5%19%6%$250,000$250,001-$500,000$500,001-$750,000$750,001-$1,000
16、,000$1,000,000-$5,000,000Over$5,000,000Significantly decreasedSlightly decreasedRemained constantSlightly increasedSignificantly increasedChange in InvestmentInfluencer Marketing Trends Report|7Digital Ads Featuring Creators Is the Most Impactful Marketing StrategyWeve come a long way from flavorles
17、s,traditional adsthough we cant knock the commercials that gave us the tunes we still remember decades later(thinking of you,Oscar Mayer).In this day and age,consumers are exposed to an endless stream of content.Even mentions of aliens in congress cant hold our attention for long.The content most li
18、kely to make an impression is usually made by,or features,creators whom consumers love.66%of brand respondents reported that creator content drove more ROI than traditional digital advertising(without creators)over the past year.The exact strategy an influencer marketer chooses depends on a host of
19、factors:whether the campaign is an always-on program or a one-off activation,whether the goal is centered around awareness or conversion,and even which creator partners youve partnered with,and their particular strengths.Even among the various creator-led strategies available,one stood out to market
20、ers:22%of brand marketers identified sponsored digital ads featuring creators as the most impactful marketing strategy,edging out other creator-driven strategies like affiliate marketing and user-generated content(UGC).This marks a change from last year,when 33%of brand respondents chose gifting/see
21、ding as the most effective marketing strategy.But most common and most effective arent always the same.UGC ranked as the most common activation by brand respondents with a 76%usage ratea shift from last year,when paid advertising was the most frequent.BrandsMost Common Influencer Marketing Activitie
22、s User-generated content (UGC)on owned media Gifting/seedingAffiliate marketingSponsored digital ads featuring creators76%66%60%60%Influencer Marketing Trends Report|822%Sponsored Digital Ads Featuring Creator#1Affiliate Marketing20%#2Most Impactful Influencer Marketing ActivitiesUGC on owned media#
23、318%Brands66%of brand respondents reported that creator content drove more ROI than traditional digital advertising(without creators).Influencer Marketing Trends Report|9In-House Traditional Advertising Costs Increase,While Creator Content Production Costs Hold SteadyAt present,creator content repre
24、sents only a small sliver of digital advertisements.For a majority of brands(69%),creator content was used in less than a quarter of their digital ads.Only 13%of brands incorporated creator content into a majority of their digital advertisements.That means that theres still more room for brands to i
25、ncorporate creators into their marketing activities.As organizations mature,this number will only grow(a sneak peek:31%of creator marketing leaders incorporated creator content into a majority of their digital advertising).One reason why?Creator content is more cost effective.Weve known that creator
26、 content outperforms traditional advertisements,but in the past year,40%of brands have experienced a YoY increase in costs associated with traditional advertising(i.e.without creator content).At the same time,content production costs associated with creator content is at an equilibrium,according to
27、the 55%of brands who reported that the content production costs for creator marketing stayed the same YoY.If you could get more bang for your buck for less,why wouldnt you?BrandsYoY Changes in In-House Spending on Traditional Digital Advertising 9%15%35%27%13%Significantly decreasedSlightly decrease
28、dRemained constantSlightly increasedSignificantly increased(not including creator content)55%of brands report that content production costs associated with influencer marketing has stayed the sameInfluencer Marketing Trends Report|10Brand Awareness Is Prioritized 3x vs.ConversionBut Is That the Full
29、 Story?We asked brand respondents to choose the most important aspect of their influencer marketing program.The majority of brand respondents(51%)selected developing an influencer marketing strategy that drives results.Which begs the question:which results matter,and to whom?It depends.Companies are
30、 under more pressure than ever to demonstrate their bottom line.Notably,when asked which metric they used to justify their influencer marketing program to decision-makers,conversion was the most selected answer,chosen by 26%of brand respondents.However,when we asked brand respondents to write in the
31、ir top priorities,respondents overwhelmingly wrote“brand awareness.”In fact,marketers were three times more likely to write in“brand awareness”as their top priority than“conversion.”Elsewhere,marketers reported that building brand awareness and loyalty were the least challenging aspect of their infl
32、uencer marketing programs.Was brand awareness truly the goal for these marketing practitioners,or did uncertainty about how to drive conversion via influencer marketing render it less top-of-mind?The truth is that different campaigns require different approaches.Inevitably,the maturity model for the
33、 industry necessitates measuring conversion,among other key metrics.Across the board,the most popular way to track creator marketing performance was via creator marketing software.Respondents selected software at 5x the rate of tracking website analytics or search performance.BrandsInfluencer Market
34、ing Trends Report|1122%26%Conversion#1Impressions23%#2Top Three Marketing Metrics to Justify Influencer Marketing Program to Decision-MakersReturn-on-Ad-Spend(ROAS)#3Most Effective Methods for Tracking Influencer Marketing Performance48%29%Creator marketing software like CreatorIQ or Tribe DynamicsA
35、ffiliate links or promo codesBrandsInfluencer Marketing Trends Report|12Driving ROI,Inadequate Budgets Present Challenges for BrandsSince we launched the Trends Report back in 2020,inadequate budgets and inadequate personnel have stood out to respondents as the biggest roadblocks to their programs s
36、uccess.This year marks the second year in a row that inadequate budgets has been the No.1 roadblock marketers facethe case for three out of our last four reports.Even as creator marketing budgets and teams have steadily increased,the resources allocated to creator marketing havent kept pace with the
37、 growth of the industry.The best creator marketing is measurable.While software tools offer a competitive advantage,marketers are still tasked with knowing what levers to press,how to pivot in real time,and how to translate their efforts to decision-makers.Having an effective program strategy in pla
38、ce is key to driving a return-on-investment,and 28%of brand respondents struggled to capture ROI over the past year.Those brands might focus on forecasting ROI by measuring the cost of working with creators and comparing this figure to how much it would have cost to achieve these results with ads.It
39、s important to keep in mind that not all creators are equaland thats great!Some creator cohorts are better suited to connecting with consumers and getting your name out;others are skilled at driving conversion.Evaluating your creators skillsets(and being open to training creators via recurring partn
40、erships)can go a long way toward generating ROI.28%#1Top Three Most Challenging Aspects of Influencer Marketing Programs#1#2#3Driving return-on-investmentAutomating or streamlining your influencer marketing processesDiscovering new creators or maintaining existing partnerships19%#213%#3BrandsInfluen
41、cer Marketing Trends Report|13Top Roadblocks for BrandsInadequate budget experienced by 52%of brand marketersInadequate personnel experienced by 48%of brand marketersDifficulty measuring influencer performance experienced by 43%of brand marketersMost Challenging Roadblocks for BrandsBrands19%Inadequ
42、ate budget 18%Inadequate personnel 18%Difficulty driving revenue52%48%43%Influencer Marketing Trends Report|1436%A Single Instagram Post Frequently Yields Between$10k-50k for a Powerhouse Creator We polled brands on how much,on average,they pay creators of various follower counts for a single Instag
43、ram post about their brand.These numbers reflect the two most frequently selected responses for each follower count,and the percentage of brands who selected these responses.$500$2.5k36%Fewer than 100k followers28%More than 1M followersBrandsUnder$50023%Between 300k and 1M followers$2.5k$10k31%$10k$
44、50k$2.5k-$10kIn 202231%Between 100k and 300k followers$2.5k$10k$500$2.5k$2.5k-$10kIn 202231%21%$10k$50k$50k$100kInfluencer Marketing Trends Report|1564%of creators viewed financial compensation as“very important”33%of creators viewed financial compensation as“somewhat important”BrandsYoY Change in P
45、roportion of Creators Brands Financially Compensate32%13%Significantly decreasedSlightly decreasedRemained constantSlightly increasedSignificantly increased4%16%35%YoY Change in Recurring Partnerships With Creators51%38%11%IncreasedStayed the sameDecreasedInfluencer Marketing Trends Report|16The rol
46、e of agencies differs by client.Sometimes theyre holistic partners that provide guidance to brand partners on the best way to achieve their aims.Often,theyre running entire programs or campaigns for brand clients.Agencies tend to be ahead of the curve on best practices for creator marketing,in part
47、because they have to hone creator marketing strategies for various stakeholders.For marketers at agencies,its not one-size-fits-all:the most effective strategies depend on the clients aims.Its no surprise,then,that the top priority among agencies was retaining clients and conveying their value-add.S
48、imilarly,what proved most challenging for marketers at agencies was communicating the importance of influencer marketing to stakeholders.24%of respondents reported facing this challenge,while 1/5 of agency marketers indicated that measuring the performance of creator programs was the most challengin
49、g aspect of their roles.Like brands,agencies often encountered inadequate budgets as a roadblock.However,42%of marketers at agencies also reported unclear campaign goals from clients as a roadblock they experienced in the past year.Top Influencer Marketing Priorities for Agencies28%22%Retaining or c
50、onveying value-add to clientsScaling your clients influencer marketing campaignsConveying Value-Add to Clients and Retention,Top Priority for AgenciesAgenciesInfluencer Marketing Trends Report|17Most Challenging Aspects of Influencer Marketing Programs for AgenciesKey Problems Solved by Creator Mark
51、eting Software24%20%#2Communicating the importance of influencer marketing to executivesMeasuring the performance of your clients influencer marketing programs Top Roadblocks for AgenciesAgencies#1Inadequate budget experienced by 45%of agency marketersUnclear campaign goals from clients experienced
52、by 42%of agency marketersLack of buy-in from clients experienced by 33%of agency marketers45%42%33%Influencer Marketing Trends Report|18Creator Marketing Software Proves More Than 3x as Effective as Traffic Analytics at Measuring PerformanceAgencies often reported best practices and preferences that
53、 aligned with brand responseswith slight differences.For agencies,sponsored digital advertisements that feature creators was both the most popular marketing activation,as well as the most effective.Additionally,82%of marketers at agencies found that creator content drove more ROI than traditional di
54、gital advertising(i.e.advertising that didnt feature creator content),greater than the 66%of brand respondents who believed the same.When it came to the best way to track influencer marketing performance,49%of marketers at agencies chose creator marketing software from a list of options that include
55、d website traffic analytics or search performance,tracking sales,and affiliate links or promo codes.Notably,numerous marketers wrote-in influencer screenshot analytics as a useful way to track performance.Finally,as with brands,conversion was selected as the best metric to justify the value of creat
56、or marketing programs.AgenciesDoes Creator Content Drive More ROI than Traditional Digital Advertising?82%Yes18%NoInfluencer Marketing Trends Report|19Top Metrics to Justify the Value of Influencer Marketing ProgramsConversionEngagement37%28%Agencies38%Most Effective Influencer Marketing Strategies
57、for Clients Sponsored digital ads featuring creators19%Product collaborations or gifting/seeding 71%Sponsored digital ads featuring creators Top Influencer Marketing Activities 68%User-generated content(UGC)on a clients owned media 63%Product collaborations or gifting/seeding Influencer Marketing Tr
58、ends Report|20Ad Permissions(Whitelisting)Is the Most Impactful Way to Leverage Creator ContentThis year,we got access to more in-depth insights on how marketers at agencies used creator content,as well as how they think about partnering with creators.Last year,aesthetic alignment proved most import
59、ant for agencies when choosing which creators to partner with.This year,marketers prioritized campaign fit.37%of marketers at agencies selected campaign fit as the most important factor,while 32%selected engagement rate.On the whole,agencies incorporated creator content into more ads than brands:onl
60、y 36%used creator content in of ads(compared to 69%of brands),while twice as many agencies incorporated creator content into greater than of ads compared to brands.Additionally,45%of agency respondents reported that more than of their influencer marketing campaigns were sponsored.Whitelisting(ad per
61、missions)proved the strategy of choice to leverage creator content(claimed by 43%of agency respondents).Most Impactful Ways to Leverage Creator Content25%Sharing sponsored digital ads on owned media 43%Whitelisting or ad permissionsAgenciesInfluencer Marketing Trends Report|21Most Important Factors
62、When Selecting New Creator Partners37%Campaign fit#1Engagement rate#216%22%16%45%0-25%26%-50%51%-75%76%-100%Percentage of Sponsored Influencer Marketing Campaigns36%34%18%12%0-25%26%-50%51%-75%76%-100%Percentage of Client Ads That Incorporate Creator ContentAgencies32%Influencer Marketing Trends Rep
63、ort|22Instagram 2x More Integral for Marketers than TikTokOrganizationsLast year,TikTok cemented itself as more than the platform with viral dances,or the arbiter of the“millennial pause.”Brands selected TikTok as the second platform of choice,while Instagram took the crown.Instagram delivered again
64、 this year:62%of organizations selected it as the most integral social media platform for their creator marketing programs.Instagram proved twice as popular for marketers than TikTok,the next contender for most integral platform.Instagrams share as marketers go-to platform has decreased marginally.P
65、resumably,a portion of this 4%YoY drop has gone to YouTube,which crept up from 5%last year to 8%this year.Still,like last year,Instagram remains the platform that delivers the greatest ROI,as selected by 60%of organizations.Meanwhile,22%of organizations claimed that TikTok drove the greatest ROI.18%
66、31%37%14%025%26%50%51%75%76%100%Percentage of Influencer Marketing Budget Allocated Toward Most Integral Platform62%28%8%1%1%1%InstagramTikTokYouTube Meta TwitchSnapchat Most Integral Social Media PlatformInfluencer Marketing Trends Report|23Which Platform Delivers the Greatest ROI?Organizations11%Y
67、ouTube22%TikTok60%Instagram1%Twitter5%Facebook1%Twitch1%SnapchatInfluencer Marketing Trends Report|24Despite continuous changes to the algorithm,video content is still thriving.82%of organizations reported that both Instagram Reels and TikTok have significantly changed how they approach brand activa
68、tions.For Reels,41%of organizations reported a very significant change in their brand activations approach.Meanwhile,39%reported a very significant change for TikTok.Lets not sleep on YouTube,whose YouTube Shorts format has made an impact.Over 41%of companies have tried YouTube Shorts for influencer
69、 marketing over the past year.Top Two Social Media Strategies for Influencer Marketing Selected sponsoring creators to share content from brand activations such as events and hashtag campaigns42%Selected sponsoring creators to post about product sends48%OrganizationsMost Effective Instagram Medium59
70、%19%11%10%1%0%ReelsStoriesStatic PostsCollab PostLiveThreadsHave You Utilized YouTube Shorts for Influencer Marketing?59%41%YesNoInfluencer Marketing Trends Report|2583%of Industry Leaders Believe That Creator Content Drives More ROI than Traditional AdvertisingIndustry LeadersWhile the creator econ
71、omy as a whole has matured,theres still a gap between organizations that conflate influencer marketing with sharing sponsored posts on social media,and organizations that push the boundaries of what creator marketing can do.We tracked how responses from industry leaders differed from respondents as
72、a whole.Industry leaders were defined as companies whose highest ROI program over the past year was the result of influencer marketing.This cohort also contributed$1.0M or greater annually to influencer marketing.These brands formed 6%of our respondent pool,and represented verticals ranging across b
73、eauty,fashion,food&beverage,retail&shopping,and technology&computing.Industry leaders included a two-day delivery service,a prominent upscale yoga apparel brand,a celebrity-founded clean makeup brand,and one of the largest global beauty brands,among others.62%of our industry leaders boasted an organ
74、ization size of 10,000 or more employees.A majority had more than six dedicated influencer marketing personnel,while 69%experienced an expansion in their influencer marketing personnel over the past year.62%of these industry leaders significantly increased their influencer marketing investment over
75、the past year,while 77%increased their investment either slightly or significantly.While brands overall felt that driving ROI was the most challenging aspect of their program,industry leaders were more focused on figuring out how to automate or streamline their influencer marketing processes.And whi
76、le inadequate budgets and personnels were the most common roadblocks for brands overall,a majority of industry leaders(69%)mentioned difficulty measuring influencer performance as both the most common and most challenging roadblock(selected by 36%).A majority of industry leaders engaged in an integr
77、ated marketing strategy,participating in everything from digital advertising to agency partnerships to growth ad performance.For these leaders,return-on-ad-spend(ROAS)was the most useful metric for justifying their influencer marketing budget to decision-makers.Notably,100%of industry leaders report
78、ed that their rate of recurring creator partnerships stayed the same or increased YoY.Influencer Marketing Trends Report|26Platforms that Deliver the Most ROI According to Industry Leaders23%YouTube23%TikTok46%Instagram8%TwitterYouTube Delivers 2x the ROI for Influencer Marketing Industry Leadersof
79、Industry Leaders selected Increased recurring partnerships69%Industry Leaders Enjoyed More Recurring Partnerships Over the Past Year of Industry Leaders selected Stayed the same31%Industry LeadersInfluencer Marketing Trends Report|27Where do you think the creator economy is headed in the next couple
80、 of years?“Over the last 10 years,I have witnessed the creator economy come to life.We first started with blog writing and amplifying our content on Twitter,then posting on our Instagram feed and hosting Instagram Lives and creating IGTV content.Ten years later,we now have a creator economy filled w
81、ith all different types of influencersfrom fashion,to food and beverage,all the way to the kid YouTubers that my kids watch to learn how to put together certain legos and toys.The creator economy is only going to continue to grow,especially as we see new generations so fully enamored with learning h
82、ow to create content on either TikTok or YouTube to show their friends.I believe that new platforms will continue rising,new ways to monetize will emerge,and the community will only continue growing as more people are influenced by those they follow to make purchasing decisions.”AI-Generated Content
83、More YouTube InvestmentTikTokAffiliate Marketing Katy Coffield,CEO of Foodie TribeIndustry LeadersTrends to Come in 2024 According to Industry LeadersInfluencer Marketing Trends Report|28We cant take a pulse on the creator economy without asking the foundational members of this ever-evolving industr
84、y!We sampled a select group of 35 creators for a deep dive on how they worked with brands.The majority of our creators were based in the U.S.Used“creator”and“influencer”interchangeably51%preferred“influencer”Preferred“creator”Age354526%253454%182414%Over 456%Respondent Follower Count9%51%6%17%11%3%3
85、%5k 5k-25k 25k-50k 50k-100k 100k-300k 300k-1M Over 1M 6%43%43%Prefer to Be Called“Creators”CreatorsInfluencer Marketing Trends Report|29A Majority of Creators Pursued Content Creation on a Part-time Basis,Meaning They Did Not Yet Make a Living From Content CreationFull-time creators34%Part-time crea
86、tors66%LifestyleFashionCosmeticsSkincareTravelHaircareFitness,Health,&WellnessFood&DrinkArt,Entertainment,&MediaCreatorsMost Popular Verticals RepresentedInfluencer Marketing Trends Report|30The Vast Majority of Creators Worked Solo86%Received less than$50034%Monthly Revenue From Content CreationRec
87、eived over$2k23%CreatorsWorked solo6%Solo,outsourcing specific tasksInfluencer Marketing Trends Report|31Instagram Is Most Lucrative Platform,but 41%Used TikTok More FrequentlyNearly All Creators Regularly Created Content on Instagram94%62%53%38%26%21%21%6%3%Their Blog/WebsiteFor NewsletterOnTwitter
88、For SnapchatOnYouTubeOn Meta(Facebook)On TikTokPercentage Regularly CreatedPrimary Platforms56%#112%#3InstagramBlog/Website18%#2TikTokOn InstagramOnPinterestCreatorsInfluencer Marketing Trends Report|32used YouTube Shorts36%considered Instagram Reels the most effective platform for content creation,
89、compared to 24%for static posts65%found YouTube Shorts most effective(over long-form YouTube videos)63%Video Content Creation Frequency YoYCreatorsLess than last year24%More than last year38%Less than last year38%Influencer Marketing Trends Report|3341%26%22%26%used TikTok moreused Instagram moreuse
90、d TikTok lessused Instagram lessTikTok and Instagram Usage Changes YoYMost Lucrative Platforms65%CreatorsInstagram21%TikTok9%YouTubeInfluencer Marketing Trends Report|34The#1 Factor in Determining Brand Partnerships:Product QualityLike last year,product quality proved the#1 factor in determining whe
91、ther or not a creator will work with a brand.The percentage of creators who selected product quality as the most important factor is up this year(56%)compared to last year(43%).While compensation didnt rank as the most significant factor when deciding whether to work with a brand,the rate of creator
92、s who selected compensation is up YoY.59%of creators reported that compensation contributes to brand satisfaction,up from 44%last year.In general,compensation was still“very important”to 64%of our creators,and“somewhat important”to 33%.Notably,a majority of our creators(61%)only received compensatio
93、n for less than of their content.39%reported receiving about the same amount of compensation as the previous year,while 21%reported receiving“significantly more”per post this year.Anecdotally,brand values are increasingly important to both consumers and creators.Among our creator respondents,the rat
94、e of those who ranked brand values over everything else fell from 20%YoY,declining to 12%in 2023.However,for 56%of our respondents,inclusivity,sustainability,or social justice causes factored into whether they partnered with a brand.The most frequent brand interaction that creators experienced was g
95、ifting and seeding.With 91%of our creators receiving a free product from a brand,brands can break through this saturation by tailoring sends to creators who are aligned with the offering.Personalizing these sends according to various milestones(like birthdays,holidays,follower count achievements,or
96、recent press)can further help break through the noise.Creative control remained very important to creators,even more so than the previous year:82%of our creators considered creative control“very important.”Finally,as far as what creators were posting,they reported sharing more lifestyle and fashion
97、content than the previous year.Creators56%of respondents reported inclusivity,sustainability,or social justice causes factored into whether they partnered with a brand.Influencer Marketing Trends Report|35Most Important Factors When Considering Brand PartnershipsBiggest Contributors to Satisfaction
98、With Brand PartnershipsCreators56%26%12%Product QualityCompensationBrand Values59%24%15%CompensationCreative ControlGrowth OpportunitiesInfluencer Marketing Trends Report|36Most Popular Marketing Engagements From BrandsPaid and Unpaid Partnerships with BrandsCreatorsGifted products91%Discount code o
99、r affiliate link82%Product collaboration56%of surveyed creators posted paid content for brands in the past year91%Discount code or affiliate link76%inspired to post unpaid content about a brand when they experienced genuine enthusiasm for the brands offerings.51%Influencer Marketing Trends Report|37
100、Creators Want to Work With Brands That Offer Products They Love67%24%9%were willing to work with brands other than their favorites,but they still have to like these brands products.only work with brands whose products they genuinely love.would work with a brand with lower quality products if the com
101、pensation was high enough.How Important Is Creative Control in Paid Partnerships?82%Very Important18%Somewhat ImportantCreatorsInfluencer Marketing Trends Report|382024s Biggest Influencer Marketing TrendsRapid Adoption of YouTube ShortsWith short-form video reigning as the supreme content type in t
102、he industry,it was only a matter of time before YouTube Shorts gained traction.Respondents predicted that the platform will make waves in Europe because of reported higher engagement rates than Instagram.Plus,upcoming changes will render YouTube Shorts even more attractive.TikTok All the WayTikTok t
103、ook over the responses as brands put in their predictions for 2024.Specifically,updates such as Anchor Links,and live shopping integration more broadly,present an opportunity for more direct attribution.Influencer Marketing Trends Report|39Artificial Intelligence,a Content Generator What can we say?
104、Wait,maybe AI will tell us.While AI-generated creators might be the stuff of Black Mirror,AI will continue to provide rapid advancements in the industry.66%of respondents acknowledged using AI over the past year.Of this cohort of fearless,tech-savvy marketers,42%were using AI for social media captio
105、ns,while 36%were using it for general brainstorming.Other popular uses included email and blog writingso its safe to say by next year,this report might write itself.In all seriousness,marketers can anticipate using AI as a way to free up time to strategize or accomplish their work tasks at scale.42%
106、using AI for social media captions66%used AI over the past year36%using it for general brainstormingUGC on the RiseMarketers foresee UGC being leveraged for owned marketing across social media,as well as email channels.More UGC will allow for a return to the less-polished,more authentic content that
107、s most likely to connect with consumers.While UGC was ranked as the most frequent marketing activity,and 62%of brands reported a YoY increase in UGC,respondents still felt that it would be even more prominent in 2024.UGC YoY Change for Brands and AgenciesBrandsAgencies40%31%Remained constant37%36%Sl
108、ightly increased11%26%Significantly increasedInfluencer Marketing Trends Report|40Key TakeawaysTake a cue from our Industry Leaders:focus on automating and streamlining workflows when possible,leveraging an integrated marketing approach,and measuring campaigns success via creator marketing software
109、and key metrics such as ROAS.Even though Instagram is tried and true,experimentation is the bedrock of the creator economy.Brands stand to benefit from testing out other popular platforms such as YouTube Shorts.While traditional advertising has its uses,as costs increase,marketers can look to creato
110、r marketing to keep their content production costs steady,all while expanding their reach by leveraging creators as publishing partners.Organizations can woo creators with superior product quality,adequate compensation,and initiatives that focus on issues like inclusivity,sustainability,and other so
111、cial causes.Influencer Marketing Trends Report|41Learn More at COPYRIGHT CreatorIQ 2023Ready to take your creator-led marketing to the next level?Grow with Creators.Scale with CreatorIQ.CreatorIQ is the industrys most trusted creator marketing software,powering advanced creator marketing insights an
112、d program management for the worlds most innovative enterprise brands.Supported by cutting-edge data science,our Intelligence Cloud enables creator discovery,streamlines marketing teams workflow,ensures brand security,and provides customized performance metrics.Our intuitive,comprehensive features h
113、ave helped make CreatorIQ the chosen creator marketing software solution for brands such as AB InBev,Airbnb,Calvin Klein,CVS,Disney,H&M,Sephora,Unilever,and more.Founded in 2014,CreatorIQ is headquartered in Los Angeles,with offices in New York,Chicago,London,and Ukraine.In September 2021,CreatorIQ further bolstered our benchmarking and insights capabilities by acquiring Tribe Dynamics,a leading influencer marketing platform that helps passion-driven brands understand the value of their digital earned media.