2017 “State of the Creator Economy”: Content and Influencer Marketing Ranked Most-Effective Investment by U.S. Marketers
February 13 2017 - 8:01AM
Business Wire
Traditional media-mix advertising receives
continued downward effectiveness ratings
When it comes to effectiveness, Influencer Marketing and Content
Marketing drive the most value for brands and agencies compared to
all other forms of marketing and advertising investment. These and
other findings were announced today in the 2017 “State of the
Creator Economy” report, commissioned by IZEA and conducted in
partnership with research firms The Right Brain Consumer
Consulting, Halverson Group, Lightspeed GMI, and Research Now. To
watch a video of the presentation from IZEAFest 2017, visit:
http://izea.me/2017SoCEVideo.
The study, now in its seventh year and known previously as “The
State of Sponsored Social,” is the industry-leading independent
view of both the influencer and content marketing categories from
the vantage points of creators, consumers, and marketers.
Key findings from this year’s study include:
- Top in Effectiveness. Content
and Influencer Marketing achieved chart-topping Effectiveness
Ratings among client and agency marketers studied with year-on-year
perceptual gains.
- Increased Spending. A third of
Marketers surveyed are now dedicating over $500,000 per year for
influencer marketing – up 25% from the previous study. Over half of
Marketers surveyed have stand-alone budgets for content marketing,
with 29% investing over $500,000 per year.
- Snackable Investments.
Marketers’ preferred Influencer and Content Marketing approaches
that lean toward “snackable” and visual (infographics/animated
imagery/short videos), with notable year-on-year gains in the use
of these social media approaches and platforms.
- Regulatory Violations. Pressure
from clients to not properly disclose compensation within
Influencer Marketing is an industry issue. Nearly 3 in 10 creators
indicated that they have received a direct request from a client to
not disclose that they were compensated – a violation of FTC and
ASC policies.
- Market potential of Content
Marketing. Across the 20 popular subjects measured that
dominate today's news feeds, the average U.S. consumer reads 207
articles and visits 398 websites per month -- representing over 20
opportunities for content marketing engagement per day.
“Once again, IZEA is to be commended for its leadership
investment in an objective nationwide investigation that reveals
how Influencer and Content Marketing approaches stack up against
traditional advertising techniques,” said Jana O’Brien, Principal
at The Right Brain Consumer Consulting. “This year’s study went
deeper and broader in sample, scope, and subject matter to more
fully explore these disciplines, providing a rich industry resource
for insight and understanding.”
This year’s State of the Creator Economy also revealed that the
effectiveness of influencer and content marketing was rated by
consumers to be equal to or stronger than traditional advertising
across the media mix. Of the forty-one marketing message types
rated by consumers in the study, only online quality/product
ratings, online reviews/articles, and TV commercials were rated as
highly as influencer marketing in the findings. Consumers also
indicated that content creator credibility, expertise, and respect
– plus firsthand consumer product experience – are top
message-effectiveness drivers in Influencer Marketing.
“The three-year trends show steady perceptual gains for
Influencer Marketing, while at the same time, traditional
advertising approaches show a continued flat line or downward
effectiveness trend line,” said Ted Murphy, Chairman & CEO of
IZEA. “We believe this demonstrates an incredible opportunity for
brands and creators alike to connect with consumers by developing
engaging, sharable content in the years ahead. Content is what is
driving results for Marketers.”
A full version of 2017 “State of the Creator Economy” study is
available for free download on the Resources section of the IZEA
corporate website: http://www.izea.com/resources/.
About IZEA
IZEA operates IZEAx, the premier technology platform that
connects marketers with influential content creators. IZEAx
automates influencer marketing and custom content development,
allowing brands and agencies to scale their marketing programs.
IZEA creators range from leading bloggers and social media
personalities, to A-list celebrities and professional journalists.
Creators are compensated for developing and distributing text,
videos, photos and status updates through social media. Marketers
receive influential content and engaging, shareable stories that
drive awareness. For more information about IZEA, visit
www.izea.com.
Safe Harbor Statement
This press release contains forward-looking statements within
the meaning of Section 21E of the Securities Exchange Act of 1934.
These forward-looking statements are based largely on IZEA's
expectations and are subject to a number of risks and
uncertainties, certain of which are beyond IZEA's control. Actual
results could differ materially from these forward-looking
statements as a result of, among other factors, competitive
conditions in the content and social sponsorship segment in which
IZEA operates, failure to popularize one or more of the marketplace
platforms of IZEA and changing economic conditions that are less
favorable than expected. In light of these risks and uncertainties,
there can be no assurance that the forward-looking information
contained in this respect will in fact occur.
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version on businesswire.com: http://www.businesswire.com/news/home/20170213005279/en/
IZEAFest Contact:Lindsay Broadhurst,
407-215-6218Director, Corporate Events &
Communicationlindsay.broadhurst@izea.com
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