Brands’ Need For Content Hits Record High Despite Fewer Influencer Partnerships, New Study Shows: A new eMarketer report titled "The State of Influencer-Brand Deals 2024" reveals brands are taking a more strategic approach to influencer partnerships despite an intensifying need for creator content. While the number of income-earning U.S. creators has soared to 27 million, brands are focusing on fewer, more meaningful long-term collaborations with trusted influencers - downsizing from 11-20 creators per campaign in 2021 to just 1-5 in 2023. As measurement becomes paramount, brands are chasing hard metrics like sales conversions and audience growth rather than broad awareness plays. Just 21% prioritize the "consideration" mid-funnel stage. Niche nano and micro-influencers are gaining prominence for their engaged audiences and high ROI. But mid-tier creators face an influencer "squeeze" with rising fees and fierce competition. To stretch budgets, low-cost strategies like affiliate marketing, user-generated content licensing, and amplifying organic creator posts as paid ads are exploding in popularity. While U.S. sponsored influencer spending will top $9 billion by 2025, growth is slowing as brands evaluate campaign performance. The findings signal a maturing creator economy emphasizing measurable business outcomes over vanity metrics. 👉🏼 Read the full story by clicking here: https://lnkd.in/g3wMh83W #InfluencerMarketing #Influencer
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CreatorFest: The Event Promising To Bridge The Creator-Entrepreneur Gap: The creator economy is rapidly evolving, with increased competition and market maturation. Patrick Israel, founder of Stem Media, is launching CreatorFest to bridge the gap between content creation and entrepreneurship. Set in Orlando from August 15-18, 2024, the event promises to empower creators with business acumen, covering monetization, legal considerations, and sustainable practices. CreatorFest distinguishes itself by focusing on the business side of content creation, offering a comprehensive look at building sustainable enterprises. As the lines between creator and entrepreneur blur, the event emerges as a catalyst for transforming creators into business-savvy entrepreneurs. 👉🏼 Read the full story by clicking here: https://lnkd.in/gfucqSVA #InfluencerMarketing #Influencer #CreatorEconomy #Creatorfest
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Decked Media’s Adorian Deck Challenges YouTube-First Mindset: Decked Media CEO Adorian Deck is challenging conventional wisdom around platform prioritization for creators. At VidCon 2024, Deck shared insights on navigating long-form vs short-form content across platforms like YouTube, Facebook, TikTok and more. He revealed some creators make more money on Facebook than YouTube, defying the "YouTube-first" mindset. Decked Media helps creators syndicate content to maximize reach and find new audiences. Deck believes authenticity is key to the creator economy's rapid growth, allowing deeper audience connections than traditional media. He encourages newcomers to experiment, be persistent, and embrace incremental progress. Looking ahead, Deck sees the creator economy offering sustainable careers for more people but highlights challenges around platform power and policy instability. He stresses the need for more creator control and support from platforms. Despite this, Deck is optimistic, stating "If you are someone who's on the fence of creating something, take the freaking steps. I'm telling you, you will change your life for that." 👉🏼 Read the full story by clicking here: https://lnkd.in/g3ReCzhn #InfluencerMarketing #Influencer #YouTube #DeckedMedia
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NIL (Name and Likeness) has completely reshaped the college athletics. We had a chance to sit down with Ayden Syal founder of MOGL to learn about how brands, athletes, and universities are operating in this new environment
Sports marketing is evolving rapidly and expanding into new areas Similarly, we are seeing influencer marketing with athletes move from an experimental strategy to a reliable, predictable marketing channel 25% of brands are now allocating over 40% of their total marketing budget to influencer marketing For every dollar spent on influencer marketing, brands are earning nearly six dollars back By matching brands with athlete influencers, MOGL enables brands to build awareness at ease while giving them the ability to scale up seamlessly when ready Within #NIL, we are witnessing two major trends: 1. Expanding Brand Engagement i.e more national brands want to engage with college athletes because they're focused on reaching Gen Z consumers 2. Diversification of Athlete Participation i.e we have seen a drastic evolution in the mix of athletes who are participating and landing deals compared to an initial concentration in football and basketball in 2021 If you'd like to learn more about our story and how the technology streamlines this process for brands, check out the article below: https://lnkd.in/eAkmwtyb #linkedinsports Garnet S. Heraman Tod Plotkin Will Allen
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Why Cannes Lions became an influencer hotspot: The Cannes Lions International Festival of Creativity, traditionally focused on advertising and marketing, has become a hotspot for influencers and creators in recent years. Brands like Eos, Amazon, and Popsockets flew out top creators, hosted them, and featured them on panels, recognizing their power to drive sales and audience engagement. Creators valued the networking opportunities and being treated as creative partners rather than just promoters. The festival introduced a creator-specific pass to attract more digital talent. This shift signals the growing influence of creators in the marketing world and brands' increasing efforts to collaborate with them beyond sponsored posts. 👉🏼 Read the full story by clicking here: https://lnkd.in/g2bKsqg4 #InfluencerMarketing #Influencer
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Smosh CEO Alessandra Catanese Reveals How The Comedy Brand Stays Relevant In 2024: Smosh CEO Alessandra Catanese is leading the digital comedy brand through challenges in the creator economy. With a background rooted in the early days of content creation, she is modernizing Smosh's approach while maintaining its core identity. Catanese emphasizes talent diversity, platform adaptation, and ambitious projects. She views platforms like TikTok as valuable for organic marketing and talent development. While embracing new formats, Smosh remains committed to ambitious projects appealing to long-time fans and attracting new audiences. Catanese advocates for increased transparency between brands and creators, seeing it as crucial for advancing partnerships. She envisions Smosh undertaking increasingly ambitious projects, driven by the company's creative talent. Her insights offer a perspective on how established digital brands adapt to remain competitive in 2024. 👉🏼 Read the full story by clicking here: https://lnkd.in/guTiqG74 #InfluencerMarketing #Influencer #Smosh
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Creator Teams Of The Future: Influencers.club CEO Nikola Sokolov Shares Industry Vision: The creator economy is rapidly evolving, with platforms like Influencers.club aiming to bridge the gap between brands and content creators. Led by CEO Nikola Sokolov, the North Macedonia-based startup leverages comprehensive data analytics to facilitate more strategic creator partnerships. Influencers.club provides brands with insights into creators' business models, revenue streams, and audience engagement beyond just follower counts. Sokolov envisions a future where content creation becomes ubiquitous, necessitating better education for creators to transform their talent into viable businesses. At VidCon 2024, he aims to share strategies for effective creator acquisition, emphasizing personalized approaches over traditional B2B pitching. As the industry matures, Influencers.club exemplifies the innovative solutions emerging to support the changing dynamics of creator-brand collaboration. 👉🏼 Read the full story by clicking here: https://lnkd.in/geuzY5Df #InfluencerMarketing #Influencer #Influencers.club
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How Cetaphil Is Tapping “Dadfluencers” To Market Skincare To Men: Drugstore skincare brand Cetaphil is pursuing a new influencer marketing strategy to reach male consumers interested in skincare routines. The "Made for Phil" campaign features humorous videos and unconventional product packaging aimed at appealing to traditionally masculine interests. A key part involves partnering with over 100 male influencers, including "dadfluencers" who create family-focused content. Cetaphil mailed these creators custom "Ceta Six Pack" packages designed to look like six-packs of beer. The brand noticed a spike in interest from men after an NFL player enthusiastically endorsed Cetaphil products. The marketing push comes as dermatologists report an "unprecedented number" of men seeking skincare advice. In addition to the influencer collaborations, Cetaphil released videos depicting men using Cetaphil bottles on a grill. The campaign aims to make skincare appealing to stereotypically masculine scenarios while positioning the brand for the growing male skincare market. 👉🏼 Read the full story by clicking here: https://lnkd.in/gaXMtgU7 #InfluencerMarketing #Influencer #Cetaphil
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A Decade Into The Creator Economy, James Creech Has Built The Ultimate Job Board For Creator Professionals: A decade into the creator economy, entrepreneur James Creech has built Creator Economy Jobs - a specialized job board connecting qualified candidates with career opportunities at businesses focused on creators, influencers and the broader ecosystem. Identifying an underserved need, Creech launched the "premier job board" to facilitate efficient hiring in an industry with unique roles like talent management and creator partnerships. The venture helps creators and companies find the right operational support as more influencers build their own media brands and businesses. Creech is driven by enabling others to earn a living doing what they love in this rapidly evolving space. 👉🏼 Read the full story by clicking here: https://lnkd.in/gDNG_vJz #InfluencerMarketing #Influencer #CreatorEconomyJobs
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LTK Unveils Feature That Turns Instagram Comments Into Instant Shopping Links: LTK launched a new feature called LTK DM that allows creators to convert Instagram comments into direct shopping links. When a follower comments "Shop" on a creator's Instagram post, they automatically receive a direct message with a link to the creator's LTK page featuring recommended products from that post. LTK reports this tool can boost creator earnings by up to 60% by streamlining the shopping experience for followers. The feature integrates with LTK's creator app and is part of their suite of free tools aimed at maximizing earnings for creators on their platform. 👉🏼 Read the full story by clicking here: https://lnkd.in/gqNjK3cV #InfluencerMarketing #Influencer #LTK
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Impressive insights here. To amplify ROI and challenge the norm, consider leveraging sequential storytelling across platforms, diving deeper than the usual content formats and experimenting with H to N testing, expanding beyond traditional limits to uncover untapped audience insights.