Join IZEA President & Chief Operating Officer, Ryan Schram, for a deep dive on the latest insights from the world of Influencer and Content Marketing. The `State of the Creator Economy’ research initiative provides an in-depth view of how the maturation of social media and other industry-relevant changes have affected consumers, marketers and creators. This marks the tenth year of the study, which aims to provide ongoing measurement of and credible knowledge of how influencer marketing and content marketing are both perceived and used. In his session, Ryan will share findings that will help attendees to better understand these fast-shifting trends in marketing strategies, consumer behaviours, and creator habits around the Creator Economy and provide actionable insights on how to shape your brand's approach to maximize outcomes.

1. KEYNOTE
Ryan Schram
PRESIDENT & COO
IZEA
The State of the
Creator Economy
DETROIT, MI ~ JUNE 6 - 7, 2022
DIGIMARCONGREATLAKES.COM | #DigiMarConGreatLakes

2. Software Services
Chris Han + Space Jam
+
The most experienced
company 100% focused
on Influencer Marketing.
Alex + Kahula Melissa Williams + Raised & Rooted Kewon Vines + Audible Christine Martin + Goldfish Savannah Usher + Fancl JJ Garcia + Amerigas Elizabeth Sagan + Too Far Derrick Downey Jr. + Milk Maya Fitzpatrick + GoGo squeeZ

3. Jamal Adams + Chipolte Stephanie Ziajka + eBay Areane Polter + Cottonellle
Cranberry Tantrums + Maidenform
@multimarz + Harley Davidson Mandana Ansari + Planet Fitness
+ + + +
+ +
Influencer
Brand
Insights
Content
Engagement
=
ROI
+
PLATFORM AGNOSTIC

4. 14
Technology and Services for The Creator Economy.

5. Monitoring the
impact of social
media influencers
Trust in
Influencer
Marketing

6. • 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.
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.

7. say influencer posts are
the No. 1 way to get
them to try new
products.
Q:

8. Q:

9. Adults aged 18-44 are
twice as likely to say that
influencer marketing
posts are better than TV
ads at getting them to try
new products.
For most adults older
than 45, influencer
marketing is second only
to TV ads.
IZEA INSIGHT
39%
43%
32%
28%
16%
23%
37%
47%
19%
14%
10%
7%
0%
10%
20%
30%
40%
50%
18-29 30-44 45-60 > 60
Influencer Posts TV Commercials Other Social Ads

10. say they are more likely to
trust a sponsored post from
an influencer over an A-List
celebrity.
59.7%
62.5% 61.3%
65.2%
0%
10%
20%
30%
40%
50%
60%
70%
18-29 30-44 45-60 60+
61.9%
38.1%
0%
10%
20%
30%
40%
50%
60%
70%
Social Media
Influencer
A-List Celebrity
Q: Are you more likely to trust a
sponsored post from an A-List
celebrity or a social media
influencer?

11. have purchased a product
after seeing it used by an
influencer.
Q: Have you purchased a
product after seeing it used
by an influencer?

12. Q: Have you purchased a product
after seeing it used by an influencer?
Our 2022 State of
Influencer Equality®
showed that 83% of all
influencer marketing deal
flow went
to female influencers.
But with 43% of males
making influencer-inspired
purchases, the impact of
influencer marketing is
much more balanced
across gender and age
groups.
IZEA INSIGHT
46.2%
43.0%
49.2%
0%
10%
20%
30%
40%
50%
All Male Female
Answer: Yes

13. have engaged
with a sponsored
influencer post.
Q: 64.2% 64.9%
61.5%
51.9%
0%
10%
20%
30%
40%
50%
60%
70%
18-29 30-44 45-60 > 60

14. Q: How many influencers do you
follow on social media?
8%
55%
24%
14%
14%
57%
16%
14%
26%
49%
13% 13%
39%
52%
4% 4%
0%
10%
20%
30%
40%
50%
60%
No Influencers 1-20 Influencers 21-50 Influencers More Than 50 Influencers
18-29 30-44 45-60 > 60
Social media influencers
reach 92% of all
respondents aged 18-29.
Response by Age Group

15. Q: In your opinion, what is the best platform to
promote a product through an influencer?
26%
24%
24%
14%
4%
3%
2% 2% 2%
0%
5%
10%
15%
20%
25%
30%
YouTube Facebook Instagram TikTok Twitter Pinterest Podcast LinkedIn Blogs
All Social Media Users
YouTube, Facebook, Instagram
and TikTok are the top four
picks for all social media users.

16. 0% 85%
32.6%
YouTube
22.1%
Facebook
19.8%
Instagram
11.4%
TikTok
Men
0% 90%
20.4%
YouTube
26%
Facebook
27.1%
Instagram
16.5%
TikTok
Women
to say Instagram and Facebook are
the top ways to promote products.
to say YouTube is their No. 1
Q: In your opinion, what is the best platform to
promote a product through an influencer?

17. 32%
6%
33%
19%
25%
20%
31%
16%
26%
31%
18%
14%
22%
40%
12%
6%
0%
5%
10%
15%
20%
25%
30%
35%
YouTube Facebook Instagram TikTok
18-29 30-44 45-60 > 60 Response by Age Group
Q: In your opinion, what is the best platform to
promote a product through an influencer?
Social media users over 60 are
6.7 times more likely to say
Facebook is the best platform
for influencer marketing than
those ages 18-29.

19. The data represented in this report spans over $60 million in
payments to influencers on a variety of social media
platforms.
• Educate marketers and creators on trends within IZEA’s ecosystem of agencies,
brands, and influencers.
• Push the greater influencer marketing industry toward reasonable pay for creators
working on various platforms.
• Help creators understand the value they provide to brands and how to price
themselves to remain competitive.

20. $284
$833
$1,170
$906
$2,114
$3,514
$4,491
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
$5,000
Twitter Facebook Instagram Story Instagram Photo Pinterest TikTok YouTube
2021 Average Cost Paid Per Post Per Platform
Posts on TikTok and YouTube
earn 2-4 times more than
almost all other platforms.

21. $5,453
$13,025
$2,646
$2,208
$2,586
$3,054
$0
$1,400
$2,800
$4,200
$5,600
$7,000
$8,400
$9,800
$11,200
$12,600
$14,000
FB + IG Photo Blog + FB IG Story + IG Photo FB + IG Story + IG Photo IG Story + TikTok IG Story + YouTube
2021 Average Cost Paid Per Post Per Platform Combo
Posting YouTube videos and Instagram
Stories is 2.4 times more rewarding than
the combo of Instagram and TikTok.

22. $0
$700
$1,400
$2,100
$2,800
$3,500
$4,200
$4,900
$5,600
$6,300
$7,000
$7,700
2015 2016 2017 2018 2019 2020 2021
Influencers of All Tiers on All Platforms (2015-2021)

23. $25
$64
$229
$442
$484
$362
$901
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
2015 2016 2017 2018 2019 2020 2021
Influencers With 1,000-9,999 Followers: All Platforms (2015-2021)
36x

24. $109
$229
$574
$728
$1,000
$869
$1,516
$0
$160
$320
$480
$640
$800
$960
$1,120
$1,280
$1,440
$1,600
2015 2016 2017 2018 2019 2020 2021
Influencers With 10,000-49,999 Followers: All Platforms (2015-2021)
13.9x

25. $481
$724
$1,165
$1,310
$2,030
$1,913
$3,087
$0
$320
$640
$960
$1,280
$1,600
$1,920
$2,240
$2,560
$2,880
$3,200
2015 2016 2017 2018 2019 2020 2021
Influencers With 50,000-199,999 Followers: All Platforms (2015-2021)
6.4x

26. $949
$1,352
$1,922
$2,453
$4,590
$3,608
$5,043
$0
$550
$1,100
$1,650
$2,200
$2,750
$3,300
$3,850
$4,400
$4,950
$5,500
2015 2016 2017 2018 2019 2020 2021
Influencers With 200,000-499,999 Followers: All Platforms (2015-2021)
5.3x

27. $1,694
$3,342
$4,166 $4,230
$4,812
$4,259
$6,786
$0
$700
$1,400
$2,100
$2,800
$3,500
$4,200
$4,900
$5,600
$6,300
$7,000
2015 2016 2017 2018 2019 2020 2021
Influencers With 500,000-999,999 Followers: All Platforms (2015-2021)
4x

28. $3,012
$7,002
$4,922
$3,258
$5,247
$7,753
$6,488
$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
Influencers With 1,000,000+ Followers: All Platforms (2015-2021)
2.1x

30. $135
$261
$681 $681
$1,021
$1,202
$2,169
$146 $146
$571
$776
$1,248
$1,330
$2,139
$101
$273
$574
$935
$1,542
$1,582
$2,972
$59
$303
$769
$881
$1,145
$1,679
$2,693
$129
$209
$547
$759
$1,387
$1,773
$2,546
$0
$300
$600
$900
$1,200
$1,500
$1,800
$2,100
$2,400
$2,700
$3,000
$3,300
2015 2016 2017 2018 2019 2020 2021
2015-2021 Average Cost Paid Per Post Across All Social Platforms U.S. Population
Distribution
+88%
58%
6%
19%
12%
6%

31. 57%
43%
2015-2021 Percent Share of Sponsorship Transaction Volume Across All Social Platforms
Population Parity Continues
2021
61%
39%
68%
32%
68%
32%
70%
30%
73%
27%
2015 2016 2017 2018 2019
63%
37%
2020

32. $1,520
$1,907 $2,026 $2,137
$2,369 $2,482 $2,604
$3,461 $3,418
$3,839
$8,462
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$9,000
Spanish Portuguese French English Italian Russian Hindi Chinese German Japanese Arabic
2021 Average Cost Paid Per Post Across All Social Platforms
TIER 1 TIER 2 TIER 3 TIER 4
People who speak Arabic
commanded a $1,161 cost per post in
2020. This rate jumped 422% to
$8,462 in 2021.

33. $290
$583
$1,411 $1,384
$2,152
$2,258
$2,978
$143
$299
$753
$926
$1,138
$1,719
$2,289
$0
$300
$600
$900
$1,200
$1,500
$1,800
$2,100
$2,400
$2,700
$3,000
2015 2016 2017 2018 2019 2020 2021
Average Cost Paid Per Post Across All Social Platforms (2015-2021)
Males continue to earn more than
their female counterparts on a per
post basis. The gap narrowed from
2019 to 2020, but widened
again in 2021.
47%
30%
24%

34. 2015-2021 Percent Share of Sponsorship Transaction Volume Across All Social Platforms
Women Dominate Deal Flow, but Men Hit an All-Time High
9%
90%
2%
2015
12%
87%
1%
2016
12%
86%
2%
2017
12%
86%
2%
2018
14%
84%
2%
2019
15%
83%
2%
100%
100%
Region 1 Untitled 1 Untitled 2
2021
9%
90%
2%
2020

35. $329
$451
$609
$332
$421
$962
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
2019 2020 2021
Average Cost Paid Per Instagram Story (2019-2021)
1.6x

36. $2,941
$3,924
$2,423
$2,507
$2,247
$1,280 $1,323
$0
$400
$800
$1,200
$1,600
$2,000
$2,400
$2,800
$3,200
$3,600
$4,000
$4,400
17 & under 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+
2021 Average Cost Paid Per Post Across All Social Platforms
3.06x

37. $796
$856
$808
$909
$901
$956
$1,242
$0 $118 $236 $355 $473 $591 $709 $827 $945 $1,064 $1,182
Under $20,000
$20,001 to $40,000
$40,001 to $50,000
$50,001 to $75,000
$75,001 to $100,000
$100,001 to
$150,000
$150,001+
Average Cost Paid Per Post Across All Social Platforms : 2015-2021
1.6x

38. THANK YOU FOR HAVING ME!
@ryanschram