Creators become celebrities: 92% of advertisers consider creator content to be “premium”
The rise of platforms like TikTok has brought rapid growth to the influencer marketing industry since the start of the pandemic, and insiders are predicting further expansion in 2024 Interactive Advertising Office (IAB) And Talk Shoppe conducted a survey measuring advertisers' positive attitudes toward creators' content.
The results of the study were published via Think with Google, where Google often presents insights related to market research. The IAB and Talk Shoppe found this out through interviews with personalities in the advertising industry 92% of advertisers Consider creator posts as “premium” content. 89% of this group expressed positive sentiments about the idea of placing their ads alongside creators' content.
These positive feelings are driving brands to invest more in the creator economy. The report found that nearly half of advertisers allocate budgets to content from creators “on a consistent basis.” 44% of respondents said they plan to increase their creator content spending in 2024. This shift is likely to lead to measurable benefits: IAB and Talk Shoppe found that ads next to creator content generate higher loyalty, advocacy and consideration than spots next to studio content.
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“Many marketers still view creator marketing as just a brand awareness driver,” said an unnamed advertiser quoted in the Think With Google post. “But as the channel has evolved, it has increasingly become a powerful tool for driving action and results at every stage of the funnel, from awareness and consideration to conversion and even advocacy.”
Here's one reason creator content is becoming so valuable: It's starting to resemble studio content. The “Think With Google” post quotes an advertiser associating YouTubers’ visibility with their “power” in the marketing world. When Emma Chamberlain shows up at the Met Gala, she gets attention from marketers.
The audience also notices the change. This is what the report stated 39% of consumers are watching more YouTuber-created content than they did a year ago. This percentage is 17 points higher than the increase in viewership for studio-created content.
For more details on the report, visit Think With Google.
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