According to the results of CreatorIQ’s 2022 influencer marketing report, which surveyed 150 brands and 200 influencers, an increasing number of brands is shifting their budget towards creator-driven marketing campaigns.
Namely, an astounding 66% of brands said they spent more money on this type of marketing in the past year. Moreover, 52% of brands claim their creator marketing teams have grown in size to support this emerging trend.
Though, what is creator marketing?
Well, in a nutshell, creator marketing entails working with creators who make content related to a certain product, service, or brand. This content can then be shared on social media platforms, after which the creators get compensated for their work.
Now, when it comes to social media platforms, 88% of influencers and 96% of brands use Instagram Stories, and 42% of influencers and 46% of brands use TikTok to engage with their consumers.
That said, 20% of marketers invest in branded storytelling, and 48% of brands already invested $100,000 per year on creator marketing, whereas a staggering 10% spent more than $1 million.
New platforms, such as TikTok, have forced older platforms, such as Facebook, to change the way they do things to keep up with user demands. For instance, Facebook introduced a new model that allows creators to make money and also helps them grow their audience.
In addition to that, Facebook introduced a Live option that lets creators share their live streams in Stories.
Facebook and Instagram are not the only social media platforms that decided to add new features to attract creators and their fans. Their main competitor, TikTok, is the leader of this shift.
