[February 13, 2017] |
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2017 "State of the Creator Economy": Content and Influencer Marketing Ranked Most-Effective Investment by U.S. Marketers
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.
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:
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Top in Effectiveness. Content and Influencer Marketing achieved
chart-topping Effectiveness Ratings among client and agency marketers
studied with year-on-year perceptual gains.
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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.
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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.
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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 (News - Alert) policies.
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Market ptential of Content Marketing. Across the 20 popular
subjects measured that dominate today's news feeds, the average U.S.
consumer reads 207 articles and visits 398 websites per month --
representing over 20 opportunities for content marketing engagement
per day.
"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. "This year's study went deeper and broader in sample, scope,
and subject matter to more fully explore these disciplines, providing a
rich industry resource for insight and understanding."
This year's State of the Creator Economy also revealed that the
effectiveness of influencer and content marketing was rated by consumers
to be equal to or stronger than traditional advertising across the media
mix. Of the forty-one marketing message types rated by consumers in the
study, only online quality/product ratings, online reviews/articles, and
TV commercials were rated as highly as influencer marketing in the
findings. Consumers also indicated that content creator credibility,
expertise, and respect - plus firsthand consumer product experience -
are top message-effectiveness drivers in Influencer Marketing.
"The three-year trends show steady perceptual gains for Influencer
Marketing, while at the same time, traditional advertising approaches
show a continued flat line or downward effectiveness trend line," said
Ted Murphy, Chairman & CEO of IZEA. "We believe this demonstrates an
incredible opportunity for brands and creators alike to connect with
consumers by developing engaging, sharable content in the years ahead.
Content is what is driving results for Marketers."
A full version of 2017 "State of the Creator Economy" study is available
for free download on the Resources section of the IZEA corporate
website: http://www.izea.com/resources/.
About IZEA
IZEA operates IZEAx, the premier technology platform that connects
marketers with influential content creators. IZEAx automates influencer
marketing and custom content development, allowing brands and agencies
to scale their marketing programs. IZEA creators range from leading
bloggers and social media personalities, to A-list celebrities and
professional journalists. Creators are compensated for developing and
distributing text, videos, photos and status updates through social
media. Marketers receive influential content and engaging, shareable
stories that drive awareness. For more information about IZEA, visit www.izea.com.
Safe Harbor Statement
This press release contains forward-looking statements within the
meaning of Section 21E of the Securities Exchange Act of 1934. 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. Actual results could differ materially from these
forward-looking statements as a result of, among other factors,
competitive conditions in the content and social sponsorship segment in
which IZEA operates, failure to popularize one or more of the
marketplace platforms of IZEA and changing economic conditions that are
less favorable than expected. In light of these risks and uncertainties,
there can be no assurance that the forward-looking information contained
in this respect will in fact occur.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170213005279/en/
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