Jill Boobyer – Creator Hub Director
Creator marketing has doubled in size since 2019. Yep, that’s right… doubled.
The industry is now valued globally at a whopping $24 billion as of this year. Each year since experts, marketers and even influencers themselves have questioned whether – and when – this bubble could burst.
However in reality, we’re seeing no signs of it slowing down just yet. In fact, the sector is forecast to reach $200 billion by 2032.
So, what are the reasons behind this extreme growth?
1. It works
Studies actually show that creator content can consistently outperform other types of content on marketing channels – up to 63% more than other creative content (including branded content).
And in a time where we know over 35% of people use ad blockers, influencer marketing could help pave the way to reaching audiences in an engaging, creative and authentic way.
2. It’s trusted
The creator economy has, in the past, been somewhat tainted with a bad rep – often labeled as misleading, and mistrusted throughout the last decade since it exploded. However recent studies show this is shifting and that over 80% of consumers consider creator content to be trustworthy.
A trust which has been earned through honest, responsible and regulated co-creation by brands, agencies, platforms and creators working in the sector. Shout out to the Influencer Marketing Trade Body (which we are proud to be a member and Board Members of), showing how the sector is creating an industry of fairness, transparency and trust.
3. It’s cost effective
Creator content is no longer restricted to solely influencers’ channels themselves.
Brands are repurposing co-created content to truly unlock efficiency at scale with over 50% of brands using influencer content on their own socials and paid advertising and now nearly 10% using creator content on out-of-home activities (a trend we’re excited to see more of).
If you want to know how we at Smarts work with creators in a way of true collaboration and co-creation to drive real-time results – we’d love to hear from you.
Learn more about Smarts’ Influencer Marketing services, here, or explore some of our work: