{"id":5165,"date":"2022-07-19T19:11:01","date_gmt":"2022-07-19T19:11:01","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/07\/19\/marketers-take-notice-the-creator-economy-is-booming\/"},"modified":"2022-07-19T19:11:01","modified_gmt":"2022-07-19T19:11:01","slug":"marketers-take-notice-the-creator-economy-is-booming","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/07\/19\/marketers-take-notice-the-creator-economy-is-booming\/","title":{"rendered":"Marketers take notice \u2013 the creator economy is booming"},"content":{"rendered":"<p>There are about 50 million people that <a href=\"https:\/\/influencermarketinghub.com\/state-of-the-creator-economy\/\" target=\"_blank\" rel=\"noreferrer noopener\">identify<\/a> as creators and the opportunities for them to monetize their content and form brand partnerships are endless. Let\u2019s take a look at some of the changes some social media platforms have made in the last 2 months alone.\u00a0<\/p>\n<ul>\n<li>YouTube <a href=\"https:\/\/searchengineland.com\/youtube-partners-with-shopify-to-deliver-shopping-tools-for-creators-brands-386590\" target=\"_blank\" rel=\"noreferrer noopener\">partners<\/a> with Shopify to deliver shopping tools for brands, creators<\/li>\n<li>Instagram <a href=\"https:\/\/searchengineland.com\/instagram-announces-payments-in-chat-386556\" target=\"_blank\" rel=\"noreferrer noopener\">announces<\/a> payments in chat<\/li>\n<li>Instagram subscriptions <a href=\"https:\/\/searchengineland.com\/instagram-subscriptions-test-adds-3-new-features-386523\" target=\"_blank\" rel=\"noreferrer noopener\">test<\/a> adds 3 new features<\/li>\n<li>Pinterest Shopping adds 4 new <a href=\"https:\/\/searchengineland.com\/pinterest-is-doubling-down-on-shopping-by-adding-4-new-features-386341\" target=\"_blank\" rel=\"noreferrer noopener\">features<\/a><\/li>\n<li>Twitter <a href=\"https:\/\/searchengineland.com\/twitter-launching-branded-likes-386004\" target=\"_blank\" rel=\"noreferrer noopener\">launches<\/a> Branded Likes<\/li>\n<li>Twitter <a href=\"https:\/\/searchengineland.com\/twitter-notes-testing-385960\" target=\"_blank\" rel=\"noreferrer noopener\">testing<\/a> long-form Notes<\/li>\n<li>Meta <a href=\"https:\/\/searchengineland.com\/meta-introducing-new-monetization-tools-for-creators-on-facebook-and-instagram-385924\" target=\"_blank\" rel=\"noreferrer noopener\">launches<\/a> new monetization tools<\/li>\n<li>Pinterest <a href=\"https:\/\/searchengineland.com\/pinterest-introduces-idea-ads-and-paid-partnership-tools-385881\" target=\"_blank\" rel=\"noreferrer noopener\">launches<\/a> idea ads and paid partner tools<\/li>\n<li>New shopping <a href=\"https:\/\/searchengineland.com\/new-shopping-links-for-google-adsense-385799\" target=\"_blank\" rel=\"noreferrer noopener\">links<\/a> for Google AdSense<\/li>\n<li>5 new <a href=\"https:\/\/searchengineland.com\/linkedin-creator-new-tools-followers-visibility-385661\" target=\"_blank\" rel=\"noreferrer noopener\">tools<\/a> for LinkedIn creators to get more followers, visibility<\/li>\n<\/ul>\n<p><strong>Marketers are on board. <\/strong>With all of these opportunities, it\u2019s no wonder why 74% of marketers are <a href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/07\/19\/2481984\/0\/en\/74-of-Marketers-Plan%5B%20%5Ddia-Budgets-on-Content-Creator-Partnerships-This-Year.html\" target=\"_blank\" rel=\"noreferrer noopener\">planning<\/a> to spend at least a quarter of their social media budgets on content creator partnerships over the next 3-6 months. Though, with recession fears looming, budget and lack of resources are two roadblocks many of those brands are facing.\u00a0<\/p>\n<p><strong>Brands are concerned with more than just revenue.<\/strong> For brands interested in working with content creators, Sprout Social reports that 62% prioritize generating more audience engagement. 60% want to reach new audiences. And surprisingly, only 42% prioritize generating additional revenue. 53% of marketers want to strengthen their social community and 41% are looking to promote their brands\u2019 values by relying on creators. Sprout Social also <a href=\"https:\/\/sproutsocial.com\/insights\/index\/\" target=\"_blank\" rel=\"noreferrer noopener\">reports<\/a> authenticity ranks as the second most important creator qualification.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"545\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/1.-Marketers_-primary-goals-when-working-with-creators-545x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386599\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>Case study: GoPro.<\/strong> GoPro drove huge <a href=\"https:\/\/www.warc.com\/newsandopinion\/news\/influencer-vision-pays-off-for-gopro\/en-gb\/34645\" target=\"_blank\" rel=\"noreferrer noopener\">success<\/a> by working with a diverse group of creators from pro athletes to mommy bloggers. In 2015, GoPro\u2019s senior director\/lifestyle marketing Todd Ballard discussed their success at a conference in Chicago.\u00a0<\/p>\n<p>Ballard argued that the brand\u2019s \u201cfamily of ambassadors\u201d has a crucial role in consistently delivering the type of aspirational, inspirational material which encourages consumers to buy its devices.<\/p>\n<p>\u201cWhat\u2019s really made GoPro successful to date is finding those taste-makers and those influencers within each market and in specific niches,\u201d he said. \u201cIt\u2019s kind of the inside-out marketing of start with the influencers and let them influence the masses.\u201d\u00a0<\/p>\n<p>As a result, GoPro generated 4234 million in 2011 and by 2012, revenue had doubled to $526 million, and in 2013, $985 million. By 2017 it had over 3 million YouTube followers and was YouTube\u2019s top brand channel.\u00a0<\/p>\n<p><strong>Where are marketers and creators promoting. <\/strong>Marketers expect to use Instagram (58%), followed by Facebook (51%) and TikTok (50%) for creator collaborations in the next 3-6 months. While these platforms also top the list for usage among consumers, more than half are planning to spend more time on YouTube, yet only 27% of marketers are putting money into creator collaborations on the platform.<\/p>\n<p>According to Sprout Social, 45% of brands have the creators post on their own accounts, and only 27% post on the brand\u2019s pages. Content posted on a creator\u2019s account gives the promotion more of an organic feel and has the potential to expand the brand\u2019s reach.<\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"545\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/3.-Where-creators-post-brand-partnership-content-545x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386600\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>What are creators posting.<\/strong> Educational content takes the top spot according to Sprout Social. Brands are looking for creators to create authenticity and to show consumers how to use their product or service. Potential customers want to know what to expect after they purchase a product or service, and organic education content delivers.\u00a0<\/p>\n<p>Unboxing and reveal content also top the list in popularity and are great ways to share the brand experience.\u00a0<\/p>\n<p>Testimonials, giveaways or challenges, and behind-the-scenes are other content forms that creators can use to grow their following and promote brands.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"477\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/7.-The-content-types-marketers-hire-creators-to-produce-477x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386601\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>Feeds and stories and posts. Oh my.<\/strong> Instagram and Facebook still dominate when it comes to where you post. But as far as the type of format, story posts are where it\u2019s at.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/9.-Top-content-formats-marketers-plan-to-partner-with-creators-on-473x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386602\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>Finding the right creators.<\/strong> Finding the right creators to promote your brand can be tedious. But if you have some basic benchmarks of reach and follower count, the process is a little easier. According to <a href=\"https:\/\/glewee.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Glewee<\/a>, a platform that connects creators and brands, the following are the minimum thresholds to look for when recruiting creators.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"545\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/11.-Glewee-Benchmark-metrics-creators-need-to-appeal-to-brands-545x600.png\" alt=\"| Craig Hordlow\" class=\"wp-image-386603\" title=\"| Craig Hordlow\"><\/figure>\n<p><strong>Start your creator program. <\/strong>40% of companies with 5,000 employees or more involve their legal team when sourcing creators. If your business falls in that category, be sure you\u2019re managing contractual considerations properly. Sprout Social reports that as far as timeline, A one-to-two week time frame is standard for 49% of marketers, and 27% take three-to-four weeks. Moving quickly is preferred, especially if your promotions are time-sensitive. You also want to ensure an easy, seamless, and professional process to help the creator feel like your brand is organized and legitimate.\u00a0<\/p>\n<p><strong>Why we care.<\/strong> It\u2019s 2022 and with all of the new platforms and features being launched, creators have the upper hand. If your brand has the budget and can benefit from organic marketing campaigns with an authentic voice, utilizing creators could help your brand gain followers, trust and engagement.\u00a0<\/p>\n<p>If you\u2019re a creator looking to monetize your content, promoting brands is a great way to do just that. If you have a large social media following, utilize one of several tools, platforms, and features to help you find brand partnerships.<\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/marketers-take-notice-the-creator-economy-is-booming-386598\" target=\"_blank\">Marketers take notice \u2013 the creator economy is booming<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There are about 50 million people that identify as creators and the opportunities for them to monetize their content and form brand partnerships are endless. Let\u2019s take a look at some of the changes some social media platforms have made in the last 2 months alone.\u00a0 YouTube partners with Shopify to deliver shopping tools for brands, creators Instagram announces payments in chat Instagram subscriptions test adds 3 new features Pinterest Shopping adds 4 new features Twitter launches Branded Likes Twitter testing long-form Notes Meta launches new [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5165","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5165","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=5165"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/5165\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=5165"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=5165"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=5165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}