Influencer Monetization 2023

Payment, Content, Platform, and Measurement Tactics to Optimize Creator Campaigns

Report by Jasmine Enberg  | May 3, 2023
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Table of Contents
Report Snapshot
Expect to spend more on influencer marketing this year.
Lead with the creative, not the format.
Use multichannel campaigns to maximize spending and impact.
Establish longer-term payment strategies with trusted creators.
Focus on relevancy and authority to drive sales.
Measure platforms individually and democratize data access.
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.
Topics
Influencer Marketing
Social Commerce
United States
Table of Contents
Report Snapshot
Expect to spend more on influencer marketing this year.
Lead with the creative, not the format.
Use multichannel campaigns to maximize spending and impact.
Establish longer-term payment strategies with trusted creators.
Focus on relevancy and authority to drive sales.
Measure platforms individually and democratize data access.
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

Marketers continue to up their spend on creator campaigns. But effectively allocating those dollars is getting more challenging as prices rise, the number of channels expands, and measurement still lags. In this report, we provide best practices for navigating creator partnerships.

Key Question: How can brands maximize their influencer marketing spending in 2023?

Content Formats Creators Worldwide Have Been Paid by Brands to Create, Dec 2022 (% of respondents)
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KEY STAT: Instagram remains the top platform for sponsored content, per a March 2023 report from Later and Mavrck, and more creators worldwide report being paid to create Reels compared with TikTok videos.

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3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Report Snapshot
    2. Expect to spend more on influencer marketing this year.
    3. Lead with the creative, not the format.
    4. Use multichannel campaigns to maximize spending and impact.
    1. Establish longer-term payment strategies with trusted creators.
    2. Focus on relevancy and authority to drive sales.
    3. Measure platforms individually and democratize data access.
    4. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Content Formats Creators Worldwide Have Been Paid by Brands to Create, Dec 2022 (% of respondents)Average Brand Sponsorship Pay Rates for US Creators on Instagram vs. TikTok, by Number of Followers, Q4 2022
    Instagram Creators Charge More for Brand Collaborations on Reels Than In-Feed Posts (median price per post, Dec 2022)US Adults Who Have a Favorable Opinion Toward Ads With Influencers, Creators, or Celebrities, by Ad Type, March 2023 (% of respondents)
    How Do US Marketing Professionals Pay Influencers? (% of respondents, Jan 2023)US Social Media Users Who Follow Influencers vs. Have Ever Purchased Something After Seeing an Influencer, by Age, July 2022 (% of respondents)

    Interviewed for This Report

    Sean Atkins
    Jellysmack
    President
    Interviewed April 14, 2023
    Ricky Ray Butler
    BENlabs
    CEO
    Interviewed April 25, 2023
    Dan Pantelo
    Marpipe
    CEO
    Interviewed April 25, 2023

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    authors

    Jasmine Enberg

    Contributors

    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Evelyn Mitchell
    Senior Analyst, Digital Advertising & Media
    Debra Aho Williamson
    Principal Analyst