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66% of Brands Spent More on Creator Marketing in Past Year

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How the Producer Economy Is Changing Influencer Marketing

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CreatorIQ’s 2022 influencer marketing report suggests that creator-driven marketing campaigns will only continue to surge in popularity among brands in the year ahead. The report is based on a survey 150 brands and 200 influencers. 

Noteworthy Stats

  • Brands are increasingly shifting budgets to power creator-driven marketing campaigns, with 66% reporting they spent more on this area in the past year compared with previous years, according to a new CreatorIQ and Tribe Dynamics survey shared with Marketing Dive. Additionally, 52% noted that their creator marketing teams have expanded to support this growing trend.
  • While Instagram and Instagram Stories remain the most popular social platforms for creator campaigns, TikTok has forced marketers to rethink their approach for finding and engaging with consumers. About 96% of brands and 88% of influencers reported regularly using Instagram Stories, while 46% of brands and 42% of influencers said they regularly use TikTok.
  • Amid swelling budgets, emerging platforms like TikTok and the proliferation of social commerce, brands and creators will continue to experiment and seek out best practices for the evolving influencer marketing landscape. 

Nearly half (48%) of brands CreatorIQ surveyed reported investing at least $100,000 annually on creator marketing, while 10% spent over $1 million. Those numbers, along with the space’s growth compared with past years, signal ripe opportunities for marketers to tap into influencers’ large and dedicated followings.

Meanwhile, specific approaches and platforms surrounding influencer marketing continue to evolve over time. Methods that once worked are no longer effective for brands that look to make authentic connections with consumers via social media personalities. Less polished, user-created content (UCC) is the media style du jour, accounting for 39% of media hours versus 61% for traditional studio content, the Consumer Technology Association and YouGov found in early January.

Together, the CTA and CreatorIQ reports highlight the creator economy’s growing role in the media landscape, particularly among teens, with the cohort increasingly streaming user-created videos the way previous generations watched TV.

“Over the past two years, the creator economy has blossomed into a full-fledged social media force that has changed marketing and business strategies around the globe,” CreatorIQ COO Tim Sovay said in emailed comments. “Creators have the power to transform industries, platforms and even boardroom conversations, so savvy marketers need to know how the landscape ahead is changing, and what’s causing it to change.”

Newer platforms like TikTok have forced more established sites like Facebook to keep up with changing user habits and demands. Facebook in December introduced a professional mode for profiles in the U.S., allowing creators new revenue opportunities and providing tools to help grow their audience. The company also debuted support for Facebook Live in the platform’s Stories bar, letting creators share their livestreams in Stories to boost discoverability. The social media behemoth’s announcements signaled a greater emphasis on enticing and supporting creators, online influencers who possess large, engaged audiences and carry significant sway in consumer trends and purchases.

Facebook and its sister app Instagram aren’t alone in unveiling tools and new features to woo creators and their fans. TikTok is a clear driver of this shift toward supporting creators, with Meta CEO and founder Mark Zuckerberg in October calling the video-sharing app “one of the most effective competitors we have ever faced.”

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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