66% of Brands Spent More on Creator Marketing in Past Year

As the years pass, creator-driven digital marketing campaigns have continued to increase in popularity among brands. If you’re considering implementing more creator-driven marketing for your business this year, here are some noteworthy statistics to keep in mind.

• Brands are increasingly shifting budgets to power creator-driven marketing campaigns, with 66% reporting they spent more on this area in the past year compared with previous years, according to a new CreatorIQ and Tribe Dynamics survey shared with Marketing Dive. Additionally, 52% noted that their creator marketing teams have expanded to support this growing trend.
• While Instagram and Instagram Stories remain the most popular social platforms for creator campaigns, TikTok has forced marketers to rethink their approach for finding and engaging with consumers. About 96% of brands and 88% of influencers reported regularly using Instagram Stories, while 46% of brands and 42% of influencers said they regularly use TikTok.
• Amid swelling budgets, emerging platforms like TikTok and the proliferation of social commerce, brands and creators will continue to experiment and seek out best practices for the evolving influencer marketing landscape.?

Nearly half (48%) of brands surveyed reported investing at least $100,000 annually on creator marketing, while 10% spent over $1 million. Those numbers, along with the space's growth compared with past years, signal ripe opportunities for marketers to tap into influencers' large and dedicated followings.

Specified approaches and platforms for influencer marketing are continuing to evolve over time, meaning that methods that may have worked for brands before, are no longer effective for those looking to make authentic connections with consumers through social media.?

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