BY Kathy Crosett
How much are your accounts spending on content creators? In one survey by CreatorIQ, the average spend was $2.9M. This spending can generate new interest and leads for marketers. To make the most of this investment, your accounts should know the trends in influencer marketing. As AudienceSCAN data reveals, 29% of U.S. adults have responded to social media influencer posts in the past month.
How do brands feel about spending more on content creators?
Brands are increasing spending on content creators. And enterprises, companies with 1,000 employees are more likely to channel additional funds to this form of marketing. (80%). The CreatorIQ research included mid-market and enterprise organizations. The analysts also identified a cohort of industry leaders — companies that are getting the most out of their investment. For those companies, an average of 54% of ad spending goes to influencer marketing.
With economic uncertainty still threatening the bottom line, marketing activity is under scrutiny.
Around half of surveyed businesses (51%) want to squeeze what they can out of ROI. They’re either restricting budgets (44%) or finding other ways to save money (46%). And this sometimes means shifting marketing to channels that have a proven track record.
But brands are committed to following influencer marketing trends. And, they are spending more on influencers. Where are they finding the money? 64% shifted funds from digital advertising. Specifically, email marketing (44%), event (42%) and print/broadcast advertising (33%) funds were tapped.
And there is the impact of new technology. 46% of brands state that the cost savings realized from using AI allowed them to pay for influencers.
What do brands expect from this investment?
For 31%, the top goal is for creators to build “brand awareness and audience affinity.” 14% seek to manage “influencer campaigns efficiently and effectively.”
Brands also make efficient use of their creator content. This content appears in multiple places. The most popular locations for distributing content include:
- Website 58%
- Paid social/digital ads 55%
- Organic social 53%
- Email marketing 43%
And brands also use creator content for TV/OTT ads (26%) and print ads (21%).
What are the top challenges faced by brands as they work with creators?
Because creators are the new content producers, a watchful eye is required. When agencies hire a creator, 36% say a top challenge is making sure they’re compatible with the client. They won’t take chances with brand safety. And 35% report that managing client expectations with respect to creators is also a top challenge.
The additional investment in content creators comes with expectations around ROI. Brands say the following activities on their part can drive improved ROI.
- Boosting creator posts 39%
- Brand-sponsored post featuring creator 38%
- Measuring effectiveness
To measure effectiveness, over 20% of brands are tracking engagement. Research points to inadequate budgets as the key factor holding back influencer program success. But there may be another reason for brands’ frustration with the influencer format. Around 26% of brands can’t effectively measure influencer performance.
On the topic of performance, the standard for influencers and creators was always about the number of followers. Brands now realize that other metrics have more value. For example, 22% score creator suitability as the most important factor.
Marketers emphasize the placement of created content on social media. And they pay attention to which social platforms deliver the best ROI. It comes down to:
- Instagram 29%
- TikTok 27%
- Facebook 18%
- YouTube 17%
How does content creation balance with other marketing challenges?
Brands must determine how to balance their marketing resources with content creation. Their top concerns include:
- AI and content automation 40%
- Increased influencer commerce such as TikTok shop 34%
- Brand safety/vetting 28%
How is AI impacting content creation?
And agencies report more demands from clients. 48% of agencies report their clients seek strategic guidance especially with respect to AI. Brands know they can gain efficiencies with the technology. But they’re not sure how to make that happen.
Between generative and agentic AI, this new technology can complete several types of marketing tasks. Around 69% of CreatorIQ survey takers agree or somewhat agree that AI can help automate the content creator process.
But a substantial number, 39%, see the need for human interaction when it comes to managing the creator relationships.
What challenges do content creators face?
41% of creators don’t want AI generating their “voice or likeness.” These concerns mimic those of Hollywood actors who want protections against AI being used to negatively impact their livelihoods.
And these creators face other challenges. For example, But 18% struggle with platform algorithm changes. As they strive to generate business, they encounter:
- Lack of consistent brand deals 17%
- Low pay 16%
- Limited access to analytics 15%
To get the most from their content creator investments, your accounts must treat creators as partners. In addition, they should highlight target audience data, available from AudienceSCAN by AdMall. Don't let your accounts miss out on the latest trends in influencer marketing.
Photo by Yunus Tug on Pexels.
