@STEVENONOJA
@STELLASIMONA
It's 2023, and the creator industry is thriving.
@themomedit
@blaireadiebee
To better understand where the industry is headed, we’ve dug into data (from Collective Voice and beyond), input from our partners, and in-house experts for a comprehensive look at the state of creator marketing today.
The creator economy is currently worth over $100b globally and is estimated to grow at 35% through 2024.
@JULIABEROLZHEIMER
88% of consumers have been inspired to buy something by a Creator.
Source: Influencer Marketing Hub
Creator marketing,
also known as
influencer marketing,
is a collaborative effort between brands and creators.
The goal? To build brand awareness and drive sales. The creator marketing world is an always-changing ecosystem that depends on the collective success of everyone involved.
$16.4B
Total worth of creator marketing industry,
and is projected to reach over $22b
by 2025.
59%
of companies use creators for affiliate marketing.
Source: Influencer Marketing Worldwide & Kinsta
Who are Creators?
At the core of this ecosystem is the Creator. They’re imaginative, entrepreneurial, and just downright entertaining. There are over 200 million Creators in the world today.
@BLAIREADIEBEE
@JOYFULLYGREEN
Here's a breakdown by follower count:
23 million have less than 1,000 followers
139 million have between 1,000 and 10K followers
41 million have between 10K and 100K followers
2 million have between 100K and 1M followers
2 million have more than 1M followers
Source: Exploding Topics & Linktree
But, as we know
Content creation is about so much more than follower count.
“It is important for brands to recognize that follower counts do not always equal influence.”
Collective Voice Creator
@JessicaNTurner
According to a survey from Influencer Marketing Hub, Creators care about:
35.3%
creating the best content
34.9%
connecting with their audiences
16.6%
growing their following
13.1%
making money
Source: Influencer Marketing Hub
MONEY MATTERS
Here’s how Collective Voice Creators are earning in 2023:
Affiliate marketing
50.93%
Consulting & coaching
8.33%
Other
6.48%
Brand partnerships/
sponsored content
39%
Source: Collective Voice Creator Survey
@OH_ANTHONIO
@ANTHONYCROUCHELLI
Monetization channels
Instagram brings in the most earnings for Creators
72%, to be exact
But short-form video is dominating, so keep your eye on platforms like TikTok.
Collective Voice marketers are relying on the following platforms in 2023:
`
77%
55%
27%
Source: Source: Sell Sources Online & Collective Voice Brand Marketer Survey
Marketers aren’t the only ones tapping into video:
“I’m prioritizing video content this year to fuel more authenticity and connectivity. At first, I was overwhelmed by the idea of video content. Yet, I’ve seen how it’s helped me connect more with my audience, land higher gigs, and connect on a deeper level through storytelling that drives results.”
Asa Dugger
Associate Manager, Sales Marketing &
Collective Voice Creator
@iamasadugger
Building a Creator business
takes hard work,
consistency, and patience.
It takes content creators an average of six and a half months to earn their first dollar.
51% of Creators stated that they started earning with Collective Voice in less than three months.
Source: The Tilt & Collective Voice Creator Survey
Just 10% of Creators earn $100K or more per year.
26% make $1,000 or less
26% make between $1,000 and $10K
27% make between $10K and $50K
11% make between $50K and $100K
7% make between $100K and $500K
3% make $500K or more
@JULIABEROLZHEIMER
32% of full-time Creators earn enough to support themselves and 19% earn enough to support multiple people.
“The biggest surprise was that
I didn't need to be a huge Creator to earn what I make now.”
Tomi Obebe
Collective Voice Creator
@goodtomicha
Source: The Tilt & Influencer Marketing Hub
Brands are evolving
They’re seeing the benefits of creator marketing, and fine-tuning the approaches that work for them.
@BLUECOLLARPREP
“Collective Voice delivered above and beyond what was expected in our brand campaigns. We were particularly thrilled with their ability to connect our brand with talented and unique content creators on TikTok that our Gen-Z audience could resonate with.”
J. Hunter Budrewicz
Associate Manager, eMarketing, Fr!day Collective
@BLAIREADIEBEE
Retailers who have tapped into creator marketing with Collective Voice have seen up to a 17x return in earned media value.
“Collective Voice is a full-service creator marketing agency, offering a comprehensive suite of customized services that deliver on the needs of our partners. We make it our mission to understand their goals and then strategically tap into our long standing Creator relationships to provide innovative solutions and partnerships that are creative, authentic and, most importantly, drive results.”
Meredith Waltman
Vice President, Brand Partnerships and Development,
Collective Voice
Source: Collective Voice Insights
While sponsored
campaigns remain
important, brands are investing more in
affiliate marketing.
65% of Collective Voice marketers plan on increasing their affiliate marketing spend in the next year.
Source: Collective Voice Brand Marketer Survey
What are marketers looking for?
83% of Collective Voice partners said quality of creators and content is the main factor in determining which creator agency to partner with.
@FABYOULESS_FINDS
Source: Collective Voice Brand Marketer Survey
Marketers also care about the following:
49%
engagement and clicks
23%
content type and category
21%
views, reaches, and impressions
“We rely on strong creator relationships to drive the success of our brand and performance efforts. Collective Voice has been a longtime partner for us because they understand the nuances of the ever-evolving creator landscape. I know when we run a campaign with Collective Voice it’s going to be a seamless experience, because they have the tools and insights to help us find the right creator partners to maximize our investment.”
Hailey Hendricks
PR & Influencer Marketing Manager, Biossance
Source: Influencer Marketing Hub
Looking ahead at the future
of creator marketing
“I see more longer term partnerships with a curated selection of brands that my audience will love.”
Tara Thorsen
Collective Voice Creator
@thefashionhousemom
Cathy Peshek
Collective Voice Creator
@poorlittleitgirl
“I want more intentional and recurring brand partnerships in the next few years. Cultivating relationships and really expanding on how that brand is not just something I use, but part of my life.”
37% of Collective Voice marketers said they would test both micro and macro creators in their 2023 campaigns.
“At Collective Voice, we take a holistic approach to creator marketing. We work with an array of Creators to help fuel the growth and success of our partners’ needs with highly customized & multi-tier strategies. I'm always fascinated by micro-creators, which are small-to-mid sized creators who focus on a specific niche or theme with highly engaged & loyal audiences. Tapping into micro-creators is an effective way for brands to create a halo of awareness around their target consumers.”
Tara Liggins
Senior Director
of Creator Partnerships,
Collective Voice
Source: Collective Voice Brand Marketer Survey
Here’s to another great year!
The world of creator marketing is exciting and always changing. At Collective Voice, we’re dedicated to empowering brands and creators to bring totally unique experiences and stories to life. From easy-to-use tools for content and tracking to vast campaign capabilities, we're honored to sit at the center of this ecosystem. As we continue to drive the industry forward, we'll deliver new tools, data, campaigns, collaborations, and support to our partners that meet their evolving needs. A great creator marketing strategy starts with the right partner, and Collective Voice is here to take it to the next level with you.
Lindsay Jerutis
General Manager, Collective Voice
