2017 “State of the Creator Economy”: Content and Influencer Marketing Ranked Most-Effective Investment by U.S. Marketers

2017 “State of the Creator Economy”: Content and Influencer Marketing Ranked Most-Effective Investment by U.S. Marketers

Marketers. “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” Tweet this 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. Content and Influencer Marketing achieved chart-topping Effectiveness Ratings among client and agency marketers studied with year-on-year perceptual gains. Over half of Marketers surveyed have stand-alone budgets for content marketing, with 29% investing over $500,000 per year. 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. 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. “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. About IZEA IZEA operates IZEAx, the premier technology platform that connects marketers with influential content creators. For more information about IZEA, visit www.izea.com. 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.

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ORLANDO, Fla.–(BUSINESS WIRE)–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.

“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”

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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…

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