Join IZEA's Ryan Schram for a deep dive into the 'State of the Creator Economy' - examining the latest trends and industry research on earnings, equity, and more. This interactive Master Class will equip current Influencer Marketing professionals, as well as those interested in potentially harnessing the power of this rapidly growing sector, with the latest insights to take back to their day to day efforts.

1. SAN DIEGO, CA ~ MAY 22 - 23, 2023
DIGIMARCONCALIFORNIA.COM | #DigiMarConCalifornia
Ryan Schram
PRESIDENT & COO
IZEA
The State of the
Creator Economy
KEYNOTE

2. Adapting
to Changing
Consumer Behavior
INFLUENCER MARKETING
TRENDS IN 2023

3. - The Evolution of Content & Platforms
- Consumers Prioritizing Privacy &
Personalization
- The Shift to Long-Term In
fl
uencer
Partnerships
KEY
TRENDS

4. The Evolution of
Content & Platforms

5. Platforms continue to rise
and fall, as well as the content
people consume, and 2023
will be no di
ff
erent. Time
spent on Facebook, Snapchat
and Twitter will decrease and
time spent on TikTok and
Instagram will increase with
emerging platforms
continuing to pop up. - eMarketer

6. Static content
continues to decline
while consumers and
platforms demand
more video.
The average engagement rate for
static content decreased by 42%
from 2020 to 2021. 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.
Video content is non-negotiable for brands in order to
stay relevant and continue to show up within feeds. Gone
are the days of highly curated branded content. Viewers
want entertaining, engaging and informative content.
- eMarketer

8. Interactivity within content is
key for engagement. Brands
are experimenting with:
- Data.ai
Tying brick-and-mortar and digital
experiences together.
AI
fi
lters: TikTok recently launched the
feature on their platform.
Livestreaming: Consumers will spend
548 billion hours livestreaming in top
social apps this year.
Web3 experiences 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. 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.
A social presence, combined with
keyword optimization and consistent
content output, is more important
now than ever.
Dad, How Do I? teaches basic life skills
for people who grew up without a father
fi
gure through wholesome content.
- Fortune

10. Back to Basics:
Consumers Prioritize
Privacy & Personalization

11. 69% of consumers are concerned about
how personal data is collected within
mobile applications. - Forbes
81% of companies are still dependent
on third-party data. - Forbes
Policies are being put into place that make
it harder to capture people’s data
It takes us back to marketing basics. If you want to target a
speci
fi
c group of people, you put an ad in a publication
geared toward that niche. The same is true with in
fl
uencers
who have a speci
fi
c engaged audience. Brands can reach
targeted audiences via niche in
fl
uencers.

12. Personalization is key. In a
survey conducted by IMRG,
49% of respondents indicated
that personalization was
important to them.
Personalization of content was de
fi
ned as tailored
o
ff
ers, personalized product recommendations via
the brand’s website, email or social media pro
fi
les.

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 (71%) expect brands to
promote diversity and inclusion
in their online advertising.
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 e
ffi
ciencies decrease.
Customer retention will be more important
than ever along with
fi
rst-party data. Getting
more granular with targeting will be critical.
Social media enables brands to build a
relationship with their customers. Content on
social, when done right, can e
ff
ectively build
awareness and create conversations which is
essential for engagement and customer
retention.
Marketers should prioritize evergreen content
that can regularly be repurposed, leading to
e
ffi
ciencies in cost, time and resources.

15. In 2022, IZEA’s campaigns with retargeting saw a
nearly 20% decrease in cost per click with a 40%
higher click-through rate. Retargeting is a valuable
strategy for driving lower-funnel engagement
cost-e
ff
ectively.

16. The Shift From
One-O
ff
to Long-
Term Partnerships

17. In
fl
uencers are able to act as an
extension of a brand’s teams to
create cost-e
ff
ective content.
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
% of respondents
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 in
fl
uencer partnerships
will evolve into larger opportunities
for brands and in
fl
uencers. Brands
have started engaging in
fl
uencers
for larger initiatives and this will be
more prominent in 2023.
Charli and Dixie D’Amelio launched
their own apparel brand, Social
Tourist, within the Abercrombie &
Fitch Co. portfolio. The sisters
worked with Hollister to design,
brand, position and market Social
Tourist, launching with none other
than a TikTok challenge,
#MoreHappyDenimDance, that
garnered over 5.9B+ views.

19. As in
fl
uencers grow their brands and diversify their
revenue streams, they’re able to be more selective
about the brand partnerships they take on.
Long-term brand partnerships have more appeal and
this means in
fl
uencers will become increasingly more
selective.
These partnerships provide brands with access to
reliable, established creators and minimize the
onboarding needed for new creators.

20. Long-term partnerships present
bene
fi
ts on both sides:
• E
ffi
ciencies (time, cost and resources)
• Stronger, more credible collaborations as in
fl
uencers
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
In
fl
uencer Marketing
© 2023 IZEA

22. For the second consecutive year, we surveyed over
1,200 U.S.-based consumers to help understand their
sentiments around in
fl
uencer marketing and see how
those thoughts di
ff
er 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 in
fl
uencer marketing trends to operate
their businesses.
• Help all parties understand how they may be able to interact
with consumers as social media preferences and in
fl
uencer
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 identi
fi
cation 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
in
fl
uencer.
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 in
fl
uencer?

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 in
fl
uencer?
18%
Decrease
27%
Decrease
63%
Increase
Gen Z is turning to TikTok as
their preferred platform for
in
fl
uencing.

25. More 18 to 29-Year-Olds Turn to
TikTok Than Friends & Family
0%
15%
30%
45%
60%
75%
Search TikTok Search YouTube Ask Family & Friends
57.4%
28.7%
0.8%
39%
30%
15%
35%
34%
17%
25%
40%
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 In
fl
uencer 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 in
fl
uencer posts are
the No. 1 way to get them
to try new products.
35%
OF ALL RESPONDENTS

27. 1
Influencer posts are the top
choice for respondents
under 60.
F RESPONSES BY AGE GROUP
18-29 30-44 45-60 >60
In
fl
uencer Post 44.0% 36.8% 36.3% 23.5%
Television Ad 11.6% 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%
Q: Which of these is most
likely to get you to try a
new product?
#
Gillette + @iamowencain

28. say they are more likely
to trust a sponsored post
from an in
fl
uencer over
an A-List celebrity.
62%
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 In
fl
uencer”
By Age Group
0%
10%
20%
30%
40%
50%
60%
70%
Social Media
In
fl
uencer
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 in
fl
uencer?

29. have engaged
with a sponsored
in
fl
uencer post.
Q: Have you "liked" or
commented on a
sponsored in
fl
uencer
post in the past?
0%
15%
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 in
fl
uencers do you
follow on social media?
0%
10%
20%
30%
40%
50%
60%
I do not follow any in
fl
uencers 1-20 In
fl
uencers 21-50 In
fl
uencers More Than 50 In
fl
uencers
4%
5%
42%
49%
9%
20%
48%
23%
9%
16%
51%
24%
15%
18%
57%
10%
18-29 30-44 45-60 > 60
Response by Age Group Social media in
fl
uencers
reach 90% of all respondents
ages 18-29.

31. 0% 100%
33.6%
YouTube
20.8%
Facebook
20.8%
Instagram
11.8%
TikTok
Men
0% 100%
18%
YouTube
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 in
fl
uencer?
8.9%
Other Platforms
13%
Other Platforms

32. Q: In your opinion, what is the best platform to
promote a product through an in
fl
uencer?
0%
5%
10%
15%
20%
25%
YouTube Facebook Instagram TikTok Twitter Pinterest LinkedIn
1%
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. 2023
The State of
In
fl
uencer
Earnings
IZEA INSIGHTS
™
IZEA INSIGHTS SPECIAL REPORT
The 2023 State of
In
fl
uencer Earnings

35. Cost Per Post by Platform
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
Facebook Instagram Photo Pinterest Twitter YouTube TikTok Instagram Story Twitch
$4,373
$2,102
$2,741
$1,450
$2,784
$1,643
$1,311
$642
Source: IZEA platform data
2022 Average Cost Paid Per Post Per Platform
(Single post on one platform, in
fl
uencers of all size)
Video-based platforms
continue to drive higher costs
per post on average

36. Cost Per Post by Platform
$0
$1,400
$2,800
$4,200
$5,600
$7,000
$8,400
$9,800
$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, in
fl
uencers 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 In
fl
uencer Tier
$0
$800
$1,600
$2,400
$3,200
$4,000
$4,800
$5,600
$6,400
$7,200
$8,000
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
From nano to mid-tier, the core
in
fl
uencer tiers continued their
rise from the 2020 dip, but
those with larger audiences saw
declines year over year.
In
fl
uencers with
less than 200K
followers hit new
record highs

38. Nano-In
fl
uencer Cost Per Post
$0
$120
$240
$360
$480
$600
$720
$840
$960
$1,080
$1,200
2015 2016 2017 2018 2019 2020 2021 2022
$1,105
$901
$362
$484
$442
$229
$64
$25
Nano 3 Year Moving Average
Influencers With 1,000-9,999 Followers: All Platforms (2015-2022)
Source: IZEA platform data
44x

39. Micro-In
fl
uencer Cost Per Post
$0
$180
$360
$540
$720
$900
$1,080
$1,260
$1,440
$1,620
$1,800
2015 2016 2017 2018 2019 2020 2021 2022
$1,674
$1,516
$869
$1,000
$728
$574
$229
$109
Micro 3 Year Moving Average
Influencers With 10,000-49,999 Followers: All Platforms (2015-2022)
Source: IZEA platform data
15.4x

40. For additional research visit:
izea.com/resources
© 2023 IZEA