A new report from the Interactive Advertising Bureau (IAB), released this week, has found that advertiser interest in creator content marketing is growing rapidly, with 89% of advertisers feeling positive about the channel and 92% considering it a high quality option.
The report, titled "The Creator Economy Opportunity: Where Authenticity Meets Impact," also found that 86% of advertisers say it's easy to move ad budgets to creator content. In addition, 44% of advertisers plan to increase their investment in creator content in 2024, with an average increase of 25%.
The report also found that creator content is effective at driving action from consumers, with 39% of consumers watching more creator content than a year ago compared to just 22% watching more studio content. Additionally, consumers who watch creator content are more likely to search for additional content about the topic and interact with the content by liking, commenting, or subscribing.
The report's findings suggest that creator content is a powerful tool for advertisers who are looking to connect with consumers in a more authentic and engaging way.
The report offers a number of recommendations for advertisers who are interested in using creator content marketing. These include:
- Identify the right creators to partner with. Start by identifying creators who have a strong following among your target audience and whose content aligns with your brand values.
- Develop clear campaign goals. What do you want to achieve with your creator content campaign? Do you want to increase brand awareness, drive website traffic, or boost sales?
- Set appropriate KPIs. Track the metrics that are important to you, such as impressions, clicks, and conversions.
- Measure results regularly. Use analytics to track your campaign's performance and make adjustments as needed.
- Partner with a reputable agency. An agency can help you develop and execute a successful creator content marketing campaign. The report also includes case studies from a number of brands that have successfully used creator content marketing. These case studies provide valuable insights into the best practices for using this channel.