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Creator Campaigns Become a Bigger Priority for Brands in 2022, 66% of Budgets Increase

In their pursuit of the best performing ad campaigns, brands have been looking into and experimenting with several different techniques with many of them choosing to go the right of collaborating with an influencer or creator. 52% of brands have increased their support for creator marketing because of the fact that this is the sort of thing that could potentially end up allowing them to get a much more widespread impact from their digital marketing campaigns.

This has resulted in 66% of brands who were surveyed by CreatorIQ saying that they have increased their budget for creator led campaigns. 48% of these brands are spending more than $100,000 on an annual basis on influencer marketing alone, and 10% of them are investing over $1 million which is why the influencer economy has been growing at such a rapid pace with all things having been considered and taken into account.

With all of that having been said and now out of the way, it is important to note that Instagram is still the most popular platform for influencers to work on. 88% of influencers who participated in this survey said that they use Instagram Stories regularly, and 96% of brands said the same. In spite of the fact that this is the case, TikTok has been making a lot of headway as well with 42% of creators now using it for their marketing campaigns and if the current trend continues it might go on to overtake Instagram as the digital marketing platform of choice for influencers along with brands.

Chances are that brands will be looking to invest even more into creators and influencers in the coming year, and that is only happening because they have seen returns on their previous investments into this category. Influencing is becoming a very lucrative and valuable career path, one that a lot of people are starting to look into thanks to the millions of dollars that are being poured into it by brands each and every year. With brand investments increasing, the influencer industry has nowhere to go but up.


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