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KEYNOTE
Ryan Schram
PRESIDENT
IZEA
The State of the
Creator Economy
LAS VEGAS, NV ~ NOVEMBER 6 - 8, 2023
DIGIMARCONWORLD.COM | #DigiMarConWorld
Adapting
to Changing
Consumer Behavior
INFLUENCER MARKETING
TRENDS IN 2023
- The Evolution of Content & Platforms
- Consumers Prioritizing Privacy &
Personalization
- The Shift to Long-Term
Influencer Partnerships
KEY
TRENDS
The Evolution of
Content & Platforms
Platforms continue to rise
and fall, as well as the content
people consume, and 2023
will be no different. Time
spent on Facebook, Snapchat
and Twitter will decrease and
- eMarketer
Static content
continues to decline
while consumers and
platforms demand
more video.
Video content
on average has 16x the engagement
of static content.
- IZEA internal benchmarks
Time spent with social video will be
45 minutes daily in 2023. - eMarketer
Brands
are experimenting with:
Tying and
.
TikTok recently launched the
feature on their platform.
Consumers will spend
548 billion hours livestreaming in top
social apps this year. - Data.ai
that transcend
physical boundaries.
Streamer XQC
Twitch Streamer xQc is the
most-watched streamer of
2021. They have 11.3M
subscribers and average of
73k viewers per month.
Twitch is a highly
interactive
streaming platform for
followers and creators.
teaches basic life skills
for people who grew up without a father
figure through wholesome content.
Gen Z is increasingly turning to social
media as a search engine. Almost
40% of Gen Z prefer to search for
things on TikTok or Instagram, not
Google, according to Google’s own
data. - Fortune
Back to Basics:
Consumers Prioritize
Privacy & Personalization
- Forbes
81%of companies are still dependent
on third-party data. - Forbes
It takes us back to marketing basics. If you want to target a
specific group of people, you put an ad in a publication
geared toward that niche. The same is true with influencers
who have a specific engaged audience. Brands can reach
targeted audiences via niche influencers.
Personalization is key. In a
survey conducted by IMRG,
Personalization of content was defined as tailored
offers, personalized product recommendations via
the brand’s website, email or social media profiles.
Inclusion is important. According
to a Facebook study, many feel
underrepresented: the majority
of consumers (54%) said they do
not feel fully culturally
represented in online advertising
and most
Additionally, campaigns with more diverse
representation tend to have higher ad recall
compared with campaigns featuring a single
traditional representation. In more than 90%
of simulations, diverse representation was the
winning strategy for ad recall lift.
The cookieless world
marketers have been
preparing for means CPC
(cost per click) will likely
increase while efficiencies
decrease.
Social media enables brands to build a
relationship with their customers.
In 2022, IZEA’s campaigns with retargeting saw a
nearly 20% decrease in cost per click with a 40%
higher click-through rate.
The Shift From
One-Off to Long-
Term Partnerships
With longer-term partnerships,
brand ambassadors are able to
build a relationship with both the
brand and their audience as a
source of expertise. By producing a
variety of educational content, like
how-to videos, alongside unboxing
videos and honest reviews of the
latest products, these creators
become a go-to source for
information about the brand.
24%
28%
31%
42%
42%
43%
50%
Types of Content US Social Media Marketers
Hire Creators to Produce, May 2022
Source: Sprout Social. “Creator
Economy Report.” July 19, 2022
Educational content
Testimony
Giveaway/challenge
Unboxing/reveal
Behind-the-scenes content
Trending topic commentary
Skit/comedy
Long-term influencer partnerships
will evolve into larger opportunities
for brands and influencers. Brands
have started engaging influencers
for larger initiatives and this will be
more prominent in 2023.
As influencers grow their brands and diversify their
revenue streams, they’re able to be more selective
about the brand partnerships they take on.
These partnerships provide
brands with access to reliable,
established creators and
minimize the onboarding
needed for new creators.
• Efficiencies (time, cost and resources)
• Stronger, more credible collaborations as influencers
gain a stronger understanding of a brand/product
• Benchmarking and continual optimization
throughout the partnership
• Lower-funnel engagement for brands
IZEA INSIGHTS SPECIAL REPORT
2023 Trust in
Influencer Marketing
©2023 IZEA
For the second consecutive year, we surveyed over
1,200 U.S.-based consumers to help understand their
sentiments around influencer marketing and see how
those thoughts differ across gender, age and other
key demographic data.
BACKGROUND
• Provide insights for our partners who are responsible for
marketing products and services on digital platforms.
• Educate and assist decision makers that must stay informed
on social media and influencer marketing trends to operate
their businesses.
• Help all parties understand how they may be able to interact
with consumers as social media preferences and influencer
reach evolve over time.
GOALS
All product names, logos, and brands are the intellectual property of their respective owners. All company, product, and service names used
in this report are for identification purposes only. Use of these names, logos, and brands does not imply endorsement or partnership.
GUESS +@rocioccamacho
More than half of all
respondents now say
that they’ve purchased
a product after seeing
it used by a social
media influencer.
The 45-60 age range saw the biggest
increase (+38.5%) year-over-year.
18-29
30-44
45-60
60+
0% 10% 20% 30% 40% 50% 60% 70%
31.1%
53.8%
55.8%
58.5%
33.2%
39.0%
56.4%
55.8%
2021 2022
“Yes” by Age Group
0%
20%
40%
60%
2021 2022
50.2%
46.2%
“Yes” - All Respondents
38.5%
Increase
Q: Have you purchased a
product after seeing it used by
a social media influencer?
0%
5%
10%
15%
20%
25%
30%
35%
YouTube Instagram TikTok
31%
24%
26%
19%
33%
32%
2021 2022
Filter: 18-29 Year Olds
Q: In your opinion, what is the
best platform to promote a
product through an influencer?
18%
Decrease
27%
Decrease
63%
Increase
Gen Z is turning to TikTok as
their preferred platform for
influencing.
More 18 to 29-Year-Olds Turn to
TikTok Than Friends & Family
0%
15%
30%
60%
75%
Search TikTok Search YouTube Ask Family & Friends
57.4%
28.7%
0.8%
39%
30%
15%
35%
34%
17%
25%
40%
45%
42%
18-29 30-44 45-60 >60
Q: How do you typically research a product/
service before making a big purchase?
Nintendo +@ryansecret
RESPONSES BY GENDER
ALL MALE FEMALE
1
.Social Media Influencer Posts 35.2% 26.5% 42.7%
2.Television Ads 29.8% 30.4% 29.4%
3. Paid Social Ads 12.9% 16.4% 9.9%
4. Magazine Ads 9.7% 10.3% 9
.
1
%
5. Banner Ads 8
.
1
% 9.9% 6.6%
6. Radio Ads 4.3% 6.5% 2.3%
Q: Which of these is
most likely to get you
to try a new product?
say influencer posts are
the No. 1way to get them
to try new products.
35%
OF ALL RESPONDENTS
1
Influencer posts are the top
choice for respondents
under 60.
Q: Which of th
F
ese is
most likely to get
you to try a new
product?
RESPONSES BY AGE GROUP
18-29 30-44 45-60 >60
Influencer Post 44.0% 36.8% 36.3% 23.5%
Television Ad 1
1
.
6
% 27.9% 32.7% 45.4%
Paid Social Ad 24.1% 14.5% 9.3% 5.6%
Banner Ad 10.4% 6.7% 9.3% 6.0%
Magazine Ad 7.5% 10.6% 6.8% 14.7%
Radio Ad 2.5% 3.5% 5.6% 4.8%
#
Gillette +@iamowencain
62% say they are more likely
to trust a sponsored post
from an influencer over
an A-List celebrity.
OF ALL RESPONDENTS
0%
10%
20%
30%
40%
50%
60%
70%
18-29 30-44 45-60 60+
64.5%
57.8%
64.7%
64.3%
A: “Social Media Influencer”
By Age Group
0%
30%
20%
10%
50%
40%
60%
70%
Social Media
Influencer
A-List Celebrity
37.6%
62.4%
All Respondents
Ebay +@maallymall
Q: Are you more likely to
trust a sponsored post
from an A-List celebrity or
a social media influencer?
have engaged
with a sponsored
influencer post.
Q: Have you "liked" or
commented on a
sponsored influencer
post in the past?
15%
0%
30%
45%
60%
75%
18-29 30-44 45-60 > 60
56.2%
65.4%
60.1%
71.4%
A: “YES” BY AGE GROUP
63%
OF ALL RESPONDENTS
T-Mobile +@shadesofpinck
Q: How many influencers do you
follow on social media?
0%
10%
20%
30%
40%
50%
60%
I do not follow any influencers 1-20 Influencers 21-50 Influencers
5%
42%
49%
20%
48%
23%
9% 9%
4%
More Than 50 Influencers
16%
51%
24%
15%
18%
57%
10%
18-29 30-44 45-60 >60
Response by Age Group Social media influencers
reach 90% of all respondents
ages 18-29.
0% 100%
33.6%
You Tube
20.8%
Facebook
20.8%
Instagram
11.8%
TikTok
Men
0% 100%
18%
You Tube
26.9%
Facebook
24.4%
Instagram
21.8%
TikTok
Women
Women are more likely to say Instagram and Facebook are the top ways to promote products,
but men are more likely to say YouTube is the top way.
Q: In your opinion, what is the
best platform to promote a
product through an influencer?
8.9%
Other Platforms
13%
Other Platforms
Q: In your opinion, what is the
best platform to promote a
product through an influencer?
0%
5%
10%
15%
20%
25%
YouTube Facebook Instagram TikTok Twitter Pinterest
1
%
LinkedIn
3%
3%
17%
23%
24%
25%
All Social Media Users
YouTube, Facebook, Instagram
and TikTok remain the top four
picks for all social media users.
For additional research visit:
izea.com/resources
©2023 IZEA
IZEA INSIGHTS
2023
The State of
Influencer
Earnings™
IZEA INSIGHTS SPECIAL REPORT
The 2023 State of
Influencer Earnings
Cost Per Post by
Platform
$0
$500
$1,000
$1,500
$2,000
$2,500
$5,000
$4,500
$4,000
$3,500
$3,000
Facebook Instagram Photo Pinterest Twitter YouTube TikTok Instagram Story Twitch
$2,102
$2,741
$1,450
$2,784
$1,643
$1,311
$642
Video-based platforms
continue to drive higher
costs per post on average
$4,373
Source: IZEA platform data
2022 Average Cost Paid Per Post Per Platform
(Single post on one platform, influencers of all size)
Cost Per Post by
Platform
$0
$1,400
$2,800
$5,600
$4,200
$9,800
$8,400
$7,000
$11,200
$12,600
$14,000
Blog + FB IG Story + IG Photo FB +IG Photo FB + IG Story + IG Photo IG Story + TikTok IG Story + YouTube
$3,737
$1,735
$3,101
$2,784
$12,007
$6,444
Source: IZEA platform data
2022 Average Cost Paid Per Post Per Platform Combo
(One post on each platform, influencers of all size)
On average, creators can earn up to
3.9 times more per activation when
posting multiplatform video content.
3.9x
Cost Per Post by
Influencer Tier
$1,600
$800
$0
$2,400
$3,200
$4,000
$4,800
$5,600
$6,400
$8,000
$7,200
2015 2016 2017 2018 2019 2020 2021 2022
Nano Micro Mid-Tier Macro Mega Web Celebrity
Influencers of All Tiers on All Platforms (2015-2022)
Source: IZEA platform data
Influencers with
less than 200K
followers hit new
record highs
From nano to mid-tier, the core
influencer tiers continued their
rise from the 2020 dip, but
those with larger audiences saw
declines year over year.
Nano-Influencer
Cost Per Post
$0
$120
$240
$360
$480
$840
$720
$600
$960
$1,080
$1,200
2015 2016 2017 2018 2019 2020 2021 2022
$1,105
$901
$362
$484
$442
$229
$64
$25
Nano
Influencers With 1,000-9,999 Followers: All Platforms (2015-2022)
3 Year Moving Average
Source: IZEA platform data
44x
Micro-Influencer
Cost Per Post
$0
$180
$540
$360
$720
$900
$1,440
$1,260
$1,080
$1,620
$1,800
2015 2016 2017 2018 2019 2020 2021 2022
$1,674
$1,516
$869
$1,000
$728
$574
$229
$109
Micro
Influencers With 10,000-49,999 Followers: All Platforms (2015-2022)
3 Year Moving Average
Source: IZEA platform data
15.4x
For additional research visit:
izea.com/resources
©2023 IZEA
The State of the Creator Economy - Ryan Schram, IZEA

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The State of the Creator Economy - Ryan Schram, IZEA

  • 1. KEYNOTE Ryan Schram PRESIDENT IZEA The State of the Creator Economy LAS VEGAS, NV ~ NOVEMBER 6 - 8, 2023 DIGIMARCONWORLD.COM | #DigiMarConWorld
  • 3. - The Evolution of Content & Platforms - Consumers Prioritizing Privacy & Personalization - The Shift to Long-Term Influencer Partnerships KEY TRENDS
  • 5. Platforms continue to rise and fall, as well as the content people consume, and 2023 will be no different. Time spent on Facebook, Snapchat and Twitter will decrease and - eMarketer
  • 6. Static content continues to decline while consumers and platforms demand more video. Video content on average has 16x the engagement of static content. - IZEA internal benchmarks
  • 7. Time spent with social video will be 45 minutes daily in 2023. - eMarketer
  • 8. Brands are experimenting with: Tying and . TikTok recently launched the feature on their platform. Consumers will spend 548 billion hours livestreaming in top social apps this year. - Data.ai that transcend physical boundaries. Streamer XQC Twitch Streamer xQc is the most-watched streamer of 2021. They have 11.3M subscribers and average of 73k viewers per month. Twitch is a highly interactive streaming platform for followers and creators.
  • 9. teaches basic life skills for people who grew up without a father figure through wholesome content. Gen Z is increasingly turning to social media as a search engine. Almost 40% of Gen Z prefer to search for things on TikTok or Instagram, not Google, according to Google’s own data. - Fortune
  • 10. Back to Basics: Consumers Prioritize Privacy & Personalization
  • 11. - Forbes 81%of companies are still dependent on third-party data. - Forbes It takes us back to marketing basics. If you want to target a specific group of people, you put an ad in a publication geared toward that niche. The same is true with influencers who have a specific engaged audience. Brands can reach targeted audiences via niche influencers.
  • 12. Personalization is key. In a survey conducted by IMRG, Personalization of content was defined as tailored offers, personalized product recommendations via the brand’s website, email or social media profiles.
  • 13. Inclusion is important. According to a Facebook study, many feel underrepresented: the majority of consumers (54%) said they do not feel fully culturally represented in online advertising and most Additionally, campaigns with more diverse representation tend to have higher ad recall compared with campaigns featuring a single traditional representation. In more than 90% of simulations, diverse representation was the winning strategy for ad recall lift.
  • 14. The cookieless world marketers have been preparing for means CPC (cost per click) will likely increase while efficiencies decrease. Social media enables brands to build a relationship with their customers.
  • 15. In 2022, IZEA’s campaigns with retargeting saw a nearly 20% decrease in cost per click with a 40% higher click-through rate.
  • 16. The Shift From One-Off to Long- Term Partnerships
  • 17. With longer-term partnerships, brand ambassadors are able to build a relationship with both the brand and their audience as a source of expertise. By producing a variety of educational content, like how-to videos, alongside unboxing videos and honest reviews of the latest products, these creators become a go-to source for information about the brand. 24% 28% 31% 42% 42% 43% 50% Types of Content US Social Media Marketers Hire Creators to Produce, May 2022 Source: Sprout Social. “Creator Economy Report.” July 19, 2022 Educational content Testimony Giveaway/challenge Unboxing/reveal Behind-the-scenes content Trending topic commentary Skit/comedy
  • 18. Long-term influencer partnerships will evolve into larger opportunities for brands and influencers. Brands have started engaging influencers for larger initiatives and this will be more prominent in 2023.
  • 19. As influencers grow their brands and diversify their revenue streams, they’re able to be more selective about the brand partnerships they take on. These partnerships provide brands with access to reliable, established creators and minimize the onboarding needed for new creators.
  • 20. • Efficiencies (time, cost and resources) • Stronger, more credible collaborations as influencers gain a stronger understanding of a brand/product • Benchmarking and continual optimization throughout the partnership • Lower-funnel engagement for brands
  • 21. IZEA INSIGHTS SPECIAL REPORT 2023 Trust in Influencer Marketing ©2023 IZEA
  • 22. For the second consecutive year, we surveyed over 1,200 U.S.-based consumers to help understand their sentiments around influencer marketing and see how those thoughts differ across gender, age and other key demographic data. BACKGROUND • Provide insights for our partners who are responsible for marketing products and services on digital platforms. • Educate and assist decision makers that must stay informed on social media and influencer marketing trends to operate their businesses. • Help all parties understand how they may be able to interact with consumers as social media preferences and influencer reach evolve over time. GOALS All product names, logos, and brands are the intellectual property of their respective owners. All company, product, and service names used in this report are for identification purposes only. Use of these names, logos, and brands does not imply endorsement or partnership. GUESS +@rocioccamacho
  • 23. More than half of all respondents now say that they’ve purchased a product after seeing it used by a social media influencer. The 45-60 age range saw the biggest increase (+38.5%) year-over-year. 18-29 30-44 45-60 60+ 0% 10% 20% 30% 40% 50% 60% 70% 31.1% 53.8% 55.8% 58.5% 33.2% 39.0% 56.4% 55.8% 2021 2022 “Yes” by Age Group 0% 20% 40% 60% 2021 2022 50.2% 46.2% “Yes” - All Respondents 38.5% Increase Q: Have you purchased a product after seeing it used by a social media influencer?
  • 24. 0% 5% 10% 15% 20% 25% 30% 35% YouTube Instagram TikTok 31% 24% 26% 19% 33% 32% 2021 2022 Filter: 18-29 Year Olds Q: In your opinion, what is the best platform to promote a product through an influencer? 18% Decrease 27% Decrease 63% Increase Gen Z is turning to TikTok as their preferred platform for influencing.
  • 25. More 18 to 29-Year-Olds Turn to TikTok Than Friends & Family 0% 15% 30% 60% 75% Search TikTok Search YouTube Ask Family & Friends 57.4% 28.7% 0.8% 39% 30% 15% 35% 34% 17% 25% 40% 45% 42% 18-29 30-44 45-60 >60 Q: How do you typically research a product/ service before making a big purchase?
  • 26. Nintendo +@ryansecret RESPONSES BY GENDER ALL MALE FEMALE 1 .Social Media Influencer Posts 35.2% 26.5% 42.7% 2.Television Ads 29.8% 30.4% 29.4% 3. Paid Social Ads 12.9% 16.4% 9.9% 4. Magazine Ads 9.7% 10.3% 9 . 1 % 5. Banner Ads 8 . 1 % 9.9% 6.6% 6. Radio Ads 4.3% 6.5% 2.3% Q: Which of these is most likely to get you to try a new product? say influencer posts are the No. 1way to get them to try new products. 35% OF ALL RESPONDENTS
  • 27. 1 Influencer posts are the top choice for respondents under 60. Q: Which of th F ese is most likely to get you to try a new product? RESPONSES BY AGE GROUP 18-29 30-44 45-60 >60 Influencer Post 44.0% 36.8% 36.3% 23.5% Television Ad 1 1 . 6 % 27.9% 32.7% 45.4% Paid Social Ad 24.1% 14.5% 9.3% 5.6% Banner Ad 10.4% 6.7% 9.3% 6.0% Magazine Ad 7.5% 10.6% 6.8% 14.7% Radio Ad 2.5% 3.5% 5.6% 4.8% # Gillette +@iamowencain
  • 28. 62% say they are more likely to trust a sponsored post from an influencer over an A-List celebrity. OF ALL RESPONDENTS 0% 10% 20% 30% 40% 50% 60% 70% 18-29 30-44 45-60 60+ 64.5% 57.8% 64.7% 64.3% A: “Social Media Influencer” By Age Group 0% 30% 20% 10% 50% 40% 60% 70% Social Media Influencer A-List Celebrity 37.6% 62.4% All Respondents Ebay +@maallymall Q: Are you more likely to trust a sponsored post from an A-List celebrity or a social media influencer?
  • 29. have engaged with a sponsored influencer post. Q: Have you "liked" or commented on a sponsored influencer post in the past? 15% 0% 30% 45% 60% 75% 18-29 30-44 45-60 > 60 56.2% 65.4% 60.1% 71.4% A: “YES” BY AGE GROUP 63% OF ALL RESPONDENTS T-Mobile +@shadesofpinck
  • 30. Q: How many influencers do you follow on social media? 0% 10% 20% 30% 40% 50% 60% I do not follow any influencers 1-20 Influencers 21-50 Influencers 5% 42% 49% 20% 48% 23% 9% 9% 4% More Than 50 Influencers 16% 51% 24% 15% 18% 57% 10% 18-29 30-44 45-60 >60 Response by Age Group Social media influencers reach 90% of all respondents ages 18-29.
  • 31. 0% 100% 33.6% You Tube 20.8% Facebook 20.8% Instagram 11.8% TikTok Men 0% 100% 18% You Tube 26.9% Facebook 24.4% Instagram 21.8% TikTok Women Women are more likely to say Instagram and Facebook are the top ways to promote products, but men are more likely to say YouTube is the top way. Q: In your opinion, what is the best platform to promote a product through an influencer? 8.9% Other Platforms 13% Other Platforms
  • 32. Q: In your opinion, what is the best platform to promote a product through an influencer? 0% 5% 10% 15% 20% 25% YouTube Facebook Instagram TikTok Twitter Pinterest 1 % LinkedIn 3% 3% 17% 23% 24% 25% All Social Media Users YouTube, Facebook, Instagram and TikTok remain the top four picks for all social media users.
  • 33. For additional research visit: izea.com/resources ©2023 IZEA
  • 34. IZEA INSIGHTS 2023 The State of Influencer Earnings™ IZEA INSIGHTS SPECIAL REPORT The 2023 State of Influencer Earnings
  • 35. Cost Per Post by Platform $0 $500 $1,000 $1,500 $2,000 $2,500 $5,000 $4,500 $4,000 $3,500 $3,000 Facebook Instagram Photo Pinterest Twitter YouTube TikTok Instagram Story Twitch $2,102 $2,741 $1,450 $2,784 $1,643 $1,311 $642 Video-based platforms continue to drive higher costs per post on average $4,373 Source: IZEA platform data 2022 Average Cost Paid Per Post Per Platform (Single post on one platform, influencers of all size)
  • 36. Cost Per Post by Platform $0 $1,400 $2,800 $5,600 $4,200 $9,800 $8,400 $7,000 $11,200 $12,600 $14,000 Blog + FB IG Story + IG Photo FB +IG Photo FB + IG Story + IG Photo IG Story + TikTok IG Story + YouTube $3,737 $1,735 $3,101 $2,784 $12,007 $6,444 Source: IZEA platform data 2022 Average Cost Paid Per Post Per Platform Combo (One post on each platform, influencers of all size) On average, creators can earn up to 3.9 times more per activation when posting multiplatform video content. 3.9x
  • 37. Cost Per Post by Influencer Tier $1,600 $800 $0 $2,400 $3,200 $4,000 $4,800 $5,600 $6,400 $8,000 $7,200 2015 2016 2017 2018 2019 2020 2021 2022 Nano Micro Mid-Tier Macro Mega Web Celebrity Influencers of All Tiers on All Platforms (2015-2022) Source: IZEA platform data Influencers with less than 200K followers hit new record highs From nano to mid-tier, the core influencer tiers continued their rise from the 2020 dip, but those with larger audiences saw declines year over year.
  • 38. Nano-Influencer Cost Per Post $0 $120 $240 $360 $480 $840 $720 $600 $960 $1,080 $1,200 2015 2016 2017 2018 2019 2020 2021 2022 $1,105 $901 $362 $484 $442 $229 $64 $25 Nano Influencers With 1,000-9,999 Followers: All Platforms (2015-2022) 3 Year Moving Average Source: IZEA platform data 44x
  • 39. Micro-Influencer Cost Per Post $0 $180 $540 $360 $720 $900 $1,440 $1,260 $1,080 $1,620 $1,800 2015 2016 2017 2018 2019 2020 2021 2022 $1,674 $1,516 $869 $1,000 $728 $574 $229 $109 Micro Influencers With 10,000-49,999 Followers: All Platforms (2015-2022) 3 Year Moving Average Source: IZEA platform data 15.4x
  • 40. For additional research visit: izea.com/resources ©2023 IZEA