Marketing professionals rely a little more on content creators. According to an influencer marketing report by CreatorIQ, budgets for running advertising campaigns are on the rise at 66% of brands and 52% of companies surveyed report that their teams have grown to keep up with this trend.
To gain notoriety and renew its image, it is necessary today to redouble imagination and originality. With platforms like Instagram very popular with advertisers and “new” players like TikTok, marketers have gradually revised their approach to reach their target and interact with consumers. In concrete terms, 96% of brands and 88% of influencers say they use Instagram Stories a lot. And as for TikTok, 46% of brands say they are present there, and 42% among influencers. A figure that should certainly grow again this year!
More budget
While the Meta ecosystem is already well saturated in terms of advertising, platforms like TikTok attract brands and allow experimentation at a lower cost while keeping an eye on new practices. To get an order of magnitude, 48% of advertisers surveyed by CreatorIQ say they have invested at least $100,000 in creators in 2021. An amount that reaches one million dollars for 10% of the brands surveyed.
Promotional methods that were effective yesterday are no longer effective today. Professionals are turning more to influence marketing, in order to get closer to their customers. But we also see that content created by users has a high value in the eyes of advertisers. The latter represents 39% of the time spent by Internet users consuming branded content, compared to 61% for productions from studios.
Without taking any risks, we can say that creation occupies an increasingly large place in the media market. Like television in its time, the younger generations are fond of it and there is no marketing strategy that does not take this into account today. “Creators have the power to transform industries, platforms, and even boardroom conversations, so savvy marketers need to know how the coming landscape is changing and what is changing it,” says Tim Sovay of CreatorIQ .
The example that always comes up is none other than TikTok. The platform has shaken up the comfortably installed giants for years and it is the success with users that has forced Facebook, Instagram and many others to review their services as well as their strategies. Result: the major market players are trying to seduce creators to adopt their network rather than a competitor.