The rapid growth of creator economy is transforming marketing strategies

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2022, 1:25 AM GMT+0

CreatorIQ’s and Tribe Dynamics polled 150 brands and 200 influencers.

With 48% of brands investing at least $100,000 in creator marketing, investments in the space have increased significantly. Further, 10% of brands said they spent more than $1 million on creator marketing.

66% of the brands spent more on creator-driven marketing activities in 2021 than in 2020. In addition, Instagram and Instagram Stories are the most popular platforms for creative campaigns. 96% of brands and 88% of influencers use Instagram Stories on a regular basis,

46% of brands and 42% of influencers use TikTok regularly. Also, user-created content (UCC) is on the rise, making up 39% of media hours versus 61% for studio content, as per another study. The rapid growth of the creator economy over the last two years has “changed marketing and business strategies around the globe,” notes CreatorIQ, COO Tim Sovay.

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