Now We Get to the Economy Part of the Creator Economy

Statistics, industry insights and best practices for both creators and brands

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The Economy Part of the Creator Economy: What’s Changed?

"Marketers are finally starting to embrace creator content after many, many years of considering it to be less than or lower quality than studio-produced content,” explains Jasmine Enberg, principal analyst at eMarketer in a session at VidCon.

Indeed, there’s a growing convergence between serious business investors and the world of content creators, with more traditional investors recognizing the potential and value of the Creator Economy.

“Marketers are shifting their budgets from traditional and digital channels to influencer marketing, recognizing the authenticity and engagement that creators bring to their campaigns,” she continues. So what's changed?  

What’s (Currently) Driving Revenue in the Creator Economy

“The Creator Economy is maturing,” eMarketer Social Media Principal Analyst Jasmine Enberg says.

“The need for content is at an all-time high right now, and creators have really become an important source of content for a lot of brands,” Enberg says. 

Although sponsored content remains the top revenue stream (followed by ad revenue sharing and creator funds, considered platform payouts) for content creators on social media, Enberg said, “alternative revenue streams… are growing the quickest.”

These primarily consist of “direct audience monetization tactics” such as “tipping and gifting, merchandising and subscriptions.”  

Recognizing ROI in Influencer Marketing: Growth, Trends and Challenges

In 2024 the influencer marketing industry is projected to reach $24 billion, according to a new report from Influencer Marketing Hub, powered by social media platforms like Instagram and TikTok and the increasing adoption of AI.

The report outlines the significant trends, challenges and strategies shaping the future of influencer marketing.  

Companies typically earn $5.20 for each dollar invested, Influencer Marketing Hub reported in January, and for the highest-performing of businesses (roughly 13%), the return balloons up to $20 or more for every dollar expended. But how are brands achieving such substantial ROI in this crowded digital landscape? According to the “Influencer Marketing Benchmark Report 2024,” the answer lies in strategic, authentic influencer marketing.

Here, NAB Amplify breaks down the highlights of this substantial report.  

Recognizing ROI in Influencer Marketing: AI and Virtual Influencers

Next, we delve into the emerging trends and technologies that will shape the influencer marketing landscape in the years to come, including artificial intelligence, virtual influencers, and the critical role of micro and nano-influencers.

Estimations and Calculations for Influencer Pricing

Digital marketing strategies today heavily rely on influencers to amplify brand messages. With 80% of marketers recognizing their value, according to Sprout Social’s most recent survey, the challenge lies in both decoding the complexities of influencer pricing and measuring ROI. 

Breaking down the numbers and understanding the various partnership types can simplify this task. In this guide, we lay out out the essentials to help marketers and brands optimize their influencer marketing budgets and achieve impactful campaigns.  

How Are Marketers Utilizing User-Generated Content?

It’s no secret that UGC video is a staple of modern marketing.  But this research from MASV examines trends and draws a few important conclusions about platforms that may help brands invest in the right complement of content marketing for their target audience.