Influencer Marketing 2023

The Hollywood Strikes Are a Wake-Up Call That Creators Are Bigger Than Social Media

Many marketers, social platforms, and media companies talk a big game when it comes to their creator strategies. But only some fully grasp or take advantage of creators’ influence beyond brand sponsorships on social media. Now the ripple effect of the Hollywood strikes on the creator economy will force more companies to walk the talk.

Key Question: How should marketers, social platforms, and media companies adjust their strategies as the power of the creator economy grows?

KEY STAT: Spending on sponsored social media content in the US will grow roughly 3.5 times faster in 2023 than social ad spending will—and it will remain ahead through 2025.

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    Table of Contents

    1. Executive Summary
    2. The Hollywood strikes have boosted creators’ power.
    3. It’s time to start taking creators seriously.
    1. How should marketers, social platforms, and media companies shift their strategies?
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Interviewed for This Report

    Ali Fazal
    Vice President of Marketing
    Interviewed August 3, 2023
    Krishna Subramanian
    Co-Founder and CEO
    Interviewed August 6, 2023

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    First Published on Sep 1, 2023


    Jasmine Enberg


    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Paul Verna
    Principal Analyst
    Debra Aho Williamson
    Principal Analyst