The creator economy reached new heights over the pandemic, and according to new data, it’s only going to get better.
In collaboration with Think With Google, The Interactive Advertising Bureau (IAB) and Talk Shoppe surveyed to discover more about advertisers’ attitudes towards creators — and the results bode well for the future of the creator economy.
For advertisers, creator-produced content is a sign of prestige, as 92% of those surveyed agreed that content produced by creators can be considered ‘premium.’
Similarly, 89% of advertisers said they felt positive about advertising alongside creator-produced content, while nearly half of all advertisers surveyed revealed that they “constantly” allocate budget toward creator content. In fact, 44% of respondents said that they plan to increase their spending on creator content in 2024, with spending on creator content increasing by an average of 25%.
The survey also involved consumers sharing their thoughts about the creator economy — and all in all, there was a similar level of enthusiasm. According to the IAB, 39% of consumers are watching more creator-driven content than they were a year ago, while, digital video consumption was found to be at an all-time high — which, again, was fueled by creators.
“Before, you only saw creators in the social space. Now, it’s not uncommon to see a creator getting interviewed on TV or showing up to the Met Gala,” one advertiser from a media agency told Think With Google.
“They are getting more visibility, and with that visibility comes more power, and more dollars are naturally going towards working with them, because they’re easing out into the entire ecosystem.”
