Creator or influencer marketing has been around for more than a decade and has been a great avenue for marketing from the early days. It was typically limited to using celebrities or famous bloggers, people loved to follow what their famous celebrities were doing and some companies used that effectively. Gaming companies that have created youtube stars like pewdiepie to Lynda, the online learning tool to Kylie Jenner's cosmetic business are a few examples.
The nature and the type of influencers have changed as companies have used this medium, in that the companies now use brand ambassadors, who are part of the customer group to create content, this marketing avenue is expected to grow as well. Based on a survey done by consumer technology association and yougov in Jan 2022, the user created content accounted for 39% of media hours versus 61% for traditional studio content. According to Statista, creator marketing is on the rise and the value of this specific market between 2019 and 2021 has more than doubled, with growth from 6.5 billion U.S dollars to 13.8 billion dollars in the last three years.
A report in Socialmediatoday notes that 66% of Brands Spent More on Creator Marketing in Past Year. Instagram, Instagram stories and Tiktok play a huge role in this creator market. Tiktok has especially been an effective medium and has forced Facebook and other sites to make changes conducive to easy adoption by creators.
This demand has also spurred start ups to power the creator economy like Clash, Creator Cash, Fanhouse, Feather. These apps/websites provide a platform to content creators and provide ways to identify and engage with their fan base. For the companies, platforms like Heepsy, BrandAmbassador, SparkToro, Group High, or AspirelQ give them access to influencers.
No comments:
Post a Comment