1、Can Creator-Led Marketing Really Drive ROI?ROI is more important than ever before,and best-in-class brands are relying on creator-led marketing to achieve outstanding results.Survey ReportGone are the days when brands can rely on vague benchmarks to justify their investment in influencer marketing.R

2、OI is more important than ever before,and best-in-class brands are relying on creator-led marketing to achieve outstanding results.As the next wave of influencer marketing,creator-led marketing outpaces previous advancements in the creator economy in its potential for brands to scale.By amplifying c

3、reator assets through various channels,your organization can magnify its marketing efforts at a lower cost.Creator-led marketing fuels ROI.Dont believe us?Just ask the marketers we surveyed.IntroductionWe surveyed 132 marketers who directly engage in influencer marketing.Weve rounded our percentages

4、 and incorporated multi-selection responses,so not every question will add up to 100%.While marketing budgets are receiving more scrutiny,67%of our surveyed marketers reported increasing their investment in influencer marketing from 2022 to 2023.Of those brands whose budgets increased,only 24%were w

5、orking with a net-new budget.This means that the majority of our respondents funded their influencer marketing investment by diverting resources from other marketing functions.The most common source?Paid advertising.Brands Divert Spend on Digital Advertising to Creator-Led MarketingHow has your orga

6、nizations influencer marketing budget changed from 2022 to 2023?26%Stayed the Same7%Decreased67%IncreasedFor those brands that increased their influencer marketing spend,76%diverted the funds from other marketing activities.76%Top Three Sources for Influencer Marketing Budget IncreaseThe Most Useful

7、 Metrics for Justifying Influencer Marketing Investment to Decision Makers76%of respondents selectedDigital Advertising#142%of respondents selectedOwned Social Media Marketing51%Engagement11%Impressions28%ConversionEmail Marketing48%of respondents selected#2#3Creator-led marketing is still frequentl

8、y seen as a top-of-funnel activity,but the possibilities are endless.94%of Organizations Can Attribute Sales to Creator Content on Social MediaIn fact,94%of organizations claimed that they could at least partially attribute sales to creator content shared on social media platforms.When asked to spec

9、ify how they draw a direct correlation between creator content and sales,organizations primarily identified conversion rates,click-throughs to their websites,and marketing mix modeling.Over the past year,has your organization been able to attribute sales to creator content on social media platforms?

10、61%Yes6%No33%SomewhatWhen it comes to creator commerce,the most frequent methods for paying creators include pay-for-content and affiliate commission.These two methods were also rated by our respondents as the most effective ways to compensate creators.Pay-for-Content and Affiliate Commission Are Mo

11、st Effective Methods for Creator CompensationThe Three Most Common Methods to Compensate Creators*The Most Effective Methods for Creator Compensation*Note that respondents were instructed to select all options that applied60%of respondents selectedPay per Content33%of respondents selectedAffiliate C

12、ommission Based on Sales45%of respondents selected41%Pay per Content16%Performance Based on Clicks29%Affiliate Commission Based on Sales#1#2Performance Based on Clicks#3Creators are obviously the engine driving creator-led marketing,and for good reason:creators inspire not only consumers,but also br

13、ands.77%of brands and agencies reported actively transforming creators who share organic content about their organization into brand partners.By turning these brand fans into official partners,organizations are guaranteed to yield authentic content from individuals with a pre-existing passion for th

14、eir brands products or message.77%of Organizations Leverage Organic Fans As CreatorsTop Three Creator Discovery Strategies77%of surveyed organizations have converted organic fans into creator partners over the past year76%of surveyed organizations have leveraged user-generated content(UGC)in paid ad

15、vertising over the past year64%of respondents selectedOrganic Fans41%of respondents selectedCreator Discoveryvia Software like CreatorIQ/TribeDynamics45%of respondents selectedPast Partnerships#2#1#3Consumers love creators because they serve as relatable,compelling avatars.Creators function not only

16、 as advisors and trusted voices,but as sources of emotional support.Its this authentic link that makes creator content so scalable,and provides the true key to creator-led marketings impressive ROI.The#1 Reason Why Creator Content ConvertsWhat Is the#1 Reason Why Creator Content Converts?48%Authenti

17、c and Relatable21%Aspirational or Instructive15%Entertaining15%Easier for Creators to Reach ConsumersDemographicsRespondentOrganization TypeOrganization Size32%Agency68%Brand8%10,000 employeesGrow with Creators.Scale with CreatorIQ.CreatorIQ is the industrys most trusted creator marketing software,p

18、owering advanced creator marketing insights and program management for the worlds most innovative enterprise brands.Supported by cutting-edge data science,our Intelligence Cloud enables creator discovery,streamlines marketing teams workflow,ensures brand security,and provides customized performance

19、metrics.Our intuitive,comprehensive features have helped make CreatorIQ the chosen creator marketing software solution for brands such as AB InBev,Airbnb,Calvin Klein,CVS,Disney,H&M,Sephora,Unilever,and more.Founded in 2014,CreatorIQ is headquartered in Los Angeles,with offices in New York,Chicago,London,and Ukraine.In September 2021,CreatorIQ further bolstered our benchmarking and insights capabilities by acquiring Tribe Dynamics,a leading influencer marketing platform that helps passion-driven brands understand the value of their digital earned media.Copyright CreatorIQ 2023Learn more at