Slide 1: The 2017 State of the Creator Economy Study
THE 2017 STATE OF THE CREATOR ECONOMY STUDY AN EXPANDED IZEA INVESTIGATION OF MARKETERS, CREATORS, AND CONSUMERS GROUP CONTENT + INFLUENCE + SCALE
Slide 2: Industry & IZEA Truth
INDUSTRY & IZEA TRUTH Rapid marketplace evolution Ever-expanding portfolio of marketing approaches Need for reliable, forward-focused market metrics
Slide 3: IZEA Imperative / IZEA Action
IZEA IMPERATIVE Ongoing measurement of business and consumer public to understand how Influencer and Content Marketing are perceived and used. IZEA ACTION 2017 Marketer/Creator State of the Creator Economy 2017 Consumer State of the Creator Economy
Slide 4: Key Changes vs. IZEAFest '15
KEY CHANGES VS. IZEAFEST ‘15 EXPANDED SUBJECT MATTER Explore Influencer (Sponsored Social) and Content Marketing EXPANDED GEOGRAPHY Survey Marketers and Consumers in USA and Canada ENHANCED FIELDING Study fielded in August/September ’16 to increase incidence and sample sizes
Slide 5: 2017 Study: Same Research Partners; Evolved Sample, Scope, & Geography
2017 Study: Same Research Partners; Evolved Sample, Scope, & Geography Same Research Partners Expanded Research Scope Influencer Marketing Influencer + Content Marketing
Slide 6: A Sneak-Peek of What's to Come…
A SNEAK-PEEK OF WHAT’S TO COME…
Slide 7: What was strong in influencer marketing in 2015, stayed strong in 2016
What was strong in influencer marketing in 2015, stayed strong in 2016… Or became even stronger.
Slide 8: Content Is - and Always Has Been - King
CONTENT IS - AND ALWAYS HAS BEEN - KING. This year, we quantified the level that consumers engage in a wide array of online subject matter This represents a massive, growing platform for Content Marketing engagement
Slide 9: Social media in 2016 an increasingly integral part of consumers' lives
7 IN 10 REGULAR USA INTERNET USERS AGE 18-70 USE SOCIAL MEDIA EACH MONTH Social media in 2016 represent an increasingly integral part of American consumers’ lives. They visit an average of 7.1 platforms each year, each about 1-3x daily. Canada is close on the heels of U.S. usage levels.
Slide 10: Social media platforms with quick & visual content have strongest trends
Social Media platforms that offer quick & visual content have the strongest positive trends in consumer engagement. A picture seems to truly be worth 1,000 words in today’s digital universe.
Slide 11: Not a Flash in the Pan
NOT A FLASH IN THE PAN. Influencer Marketing continues to be seen as a legitimate and top-ranked marketing approach in effectiveness among both Marketers and Consumers. And Momentum measures show it continues to be seen as becoming more effective versus last year.
Slide 12: A Benefit of the Study's Expanded Aperture
A BENEFIT OF THE STUDY’S EXPANDED APERTURE We quantified that Content Marketing approaches across the media mix are perceived to be equally or more effective as traditional ads appearing in the same media. Content Marketing becomes even more credible when the authoring source is recognized or identi
Slide 13: Keys to Influencer and Content Marketing Effectiveness
THE KEYS TO INFLUENCER AND CONTENT MARKETING EFFECTIVENESS WITH CONSUMERS REMAIN CONSISTENT: Content creator credibility Product experience Resulting follower respect Marketers want content quality, brand fit, and metrics that prove effectiveness.
Slide 14: Creators are becoming more selective
Creators are becoming more selective in the platforms they use, time they spend, and projects they take on. But they remain very optimistic about the future of Influencer and Content Marketing.
Slide 15: Study Methodology
STUDY METHODOLOGY
Slide 16: U.S. Marketer & Creator Learning: 2016 Methodology
U.S. MARKETER & CREATOR LEARNING: 2016 METHODOLOGY Wave III of USA Study yielded increased Marketer & Creator samples, while first-ever Canadian Marketer Study established baseline metrics. 145 Canadian Influencer and Content Marketers from Research Now’s B2B online panel 602 U.S. Influencer and Con
Slide 17: U.S. Marketer Learning
U.S. MARKETER LEARNING
Slide 18: U.S. Marketer Experience with Marketing Approaches
U.S. MARKETER EXPERIENCE WITH MARKETING APPROACHES Both Content and Influencer Marketer Sample had broad experience with spectrum of marketing approaches % who had direct professional experience with marketing approach Brand-Specific Web Development 88% 87% Content Marketing 94% 87% Online Display 8
Slide 19: Influencer Marketing Is Increasingly Familiar to U.S. Marketers
INFLUENCER MARKETING IS INCREASINGLY FAMILIAR TO U.S. MARKETERS Q: How familiar are you with Influencer Marketing? INFLUENCER CONTENT MARKETER MEAN MARKETER MEAN 7.3 OUT OF 10 7.1 OUT OF 10 Up from: 6.6 IN 2015 6.4 IN 2014
Slide 20: U.S. Marketers Even More Familiar with Content Marketing
U.S. MARKETERS ARE EVEN MORE FAMILIAR WITH CONTENT MARKETING. How familiar are you with Content Marketing? INFLUENCER MARKETER CONTENT MARKETER MEAN RATING MEAN RATING 7.8 OUT OF 10 8 OUT OF 10
Slide 21: These Techniques Are Being Used by the Majority
THESE TECHNIQUES ARE BEING USED BY THE MAJORITY, AS WELL 54% 70% INFLUENCER MARKETING CONTENT MARKETING Past year experience Past year experience among Influencer among Content Marketers Marketers (49% for Content (66% for Influencer Marketers) Marketers)
Slide 22: Influencer Marketing Brand Budget
INFLUENCER MARKETING BRAND BUDGET Experience with Influencer Marketing is yielding dedicated budgets Over 2/3 of marketers in companies that do Influencer Marketing have stand-alone IM budget for their brand 69% Measured slightly differently in 2016 due to study evolution, but up from 52% in 2015 Or
Slide 23: Content Marketing Brand Budget
CONTENT MARKETING BRAND BUDGET The patterns are similar for Content Marketing Over 1/2 of U.S. Marketers in companies that do Content Marketing have stand-alone CM budget for their brand 58% Organization-wide, 29% have CM budgets totaling over $500k
Slide 24: Familiarity and investment are breeding Marketer embrace
When it comes to Influencer and Content Marketing, familiarity and investment are breeding Marketer embrace 2016 Effectiveness Metrics provide proof.
Slide 25: U.S. Marketing Technique Effectiveness Ratings
U.S. MARKETING TECHNIQUE EFFECTIVENESS RATINGS Content and Influencer Marketing achieved chart-topping Effectiveness Ratings among familiar Influencer and Content Marketers. 2016 IM 2016 CM (1-10 Scale) (1-10 Scale) Content Marketing 7.69 7.63 Influencer Marketing 7.56 7.54 Brand-Specific Web Develo
Slide 26: U.S. Marketing Effectiveness Trends 2014-2016
U.S. MARKETING EFFECTIVENESS TRENDS 2014 - 2016 Three-year trends show steady perceptual gains among Influencer Marketers Influencer Marketers 2014 2015 2016 Content Marketing N/A 7.75 7.69 Influencer Marketing 7.27 7.29 7.56 Traditional media mix Brand-Specific Web Development N/A N/A 7.47 advertis
Slide 27: U.S. Marketing Approach Effectiveness Momentum
U.S. MARKETING APPROACH EFFECTIVENESS MOMENTUM 2016 Effectiveness Momentum also reveals Content and Influencer Marketing have chart-topping year-on-year perceptual gains. Marketing Effectiveness Momentum vs. YA (U.S. Influencer Marketer Sample) Content Marketing -1% 58% +57% Influencer Marketing -8%
Slide 28: The Fast and the Furious
THE FAST AND THE FURIOUS Marketers’ preferred Influencer and Content Marketing approaches lean toward the quick and visual Videos, photos, and status updates were the largest percentage gainers in this year’s study.
Slide 29: U.S. Marketers: Social Media Marketing Approaches Used
U.S. MARKETERS: SOCIAL MEDIA MARKETING APPROACHES USED Sponsored quick/visual and blog content showing particular usage gains among Influencer Marketers, with verbal content other than blogs and “liking” growing at a slower pace (if at all). Type of Influencer Marketing Approach Ever Used (U.S. Infl
Slide 30: U.S. Marketers: Content Marketing Approaches Used
U.S. MARKETERS: CONTENT MARKETING APPROACHES USED Similarly, quick/visual photography and infographics are most commonly-used Content Marketing approaches. Type of Content Marketing Approach Ever Used (U.S. Content Marketers) 50% 50% 49% 39% 37.5% 32% 32% 33% 27% 25% 17% 14% 12.5% 0% Photography Inf
Slide 31: U.S. Marketers: Importance of Influencer Marketing Attributes
U.S. MARKETERS: IMPORTANCE OF INFLUENCER MARKETING ATTRIBUTES No matter the format, content quality and metrics matter to Marketers when choosing an Influencer partner. Attribute Importance in Influencer Programs (1-10 Scale) 10 8.1 8 8 7.7 7.5 6 4 2 0 Content Quality Media Metrics Traffic Creator's
Slide 32: U.S. Marketers: Content Marketing Accountability
U.S. MARKETERS: CONTENT MARKETING ACCOUNTABILITY Content Marketing accountability straddles many U.S. corporate functions – possibly leading to process inefficiencies and lack of “centers of excellence” Content Marketing Decision-Making and Production Responsibility DEPARTMENT/FUNCTION % OF U.S. CM
Slide 33: More Consistent:
MORE CONSISTENT: The majority of Content Marketing development is currently done in-house. Entity that Handles Content Marketing Production DEPARTMENT/FUNCTION % OF U.S. CM In-House Studio/Writers 63% External Agency 16% Outside Independent Contractors 14% Content Technology Partner 6% BASE: Those w
Slide 34: Canadian Marketers Wave I: A Snapshot of Learning
CANADIAN MARKETERS WAVE I: A Snapshot of Learning
Slide 35: Canadian Marketers
CANADIAN MARKETERS Canadian Marketers rate Influencer Marketing and Content Marketing among the most effective marketing approaches. How Effective is marketing approach, using 1-10 scale? Canadian IM Canadian CM l Celebrity Endorsements 8.11 7.91 Influencer Marketing 8.04 7.94 Experiential Marketing
Slide 36: Canadian Influencer and Content Marketer Budgets
AMONG CANADIAN t INFLUENCER MARKETERS, 77% have a budget specifically allocated to Influencer Marketing (vs. 69% in U.S.) AMONG CANADIAN a CONTENT MARKETERS, 74% have a budget specifically allocated to Content Marketing (vs. 58% in U.S.)
Slide 37: Canadian Marketer Awareness of ASC Guidelines
CANADIAN MARKETER AWARENESS OF ASC GUIDELINES Proposed ASC Guideline familiarity is minimal among Canadian Marketers thus far. % of Awareness Levels of Proposed ASC Guidelines Much work to be Aware/Understand 0% done in gaining Marketer Aware/Somewhat Familiar 24% understanding around proper disclos
Slide 38: The Creator Perspective
THE CREATOR PERSPECTIVE
Slide 39: Influencer Creator Income Source
INFLUENCER CREATOR INCOME SOURCE Influencer Creators made over 2/3 of their income from IM, CM, and freelance engagements in 2016. Influencer engagements continue to be 2% Influencer Creators’ #1 income source 2% • Account for about ½ of Influencer income 23% • First year that Content Marketing and
Slide 40: Creator Time Devoted to Social Content
CREATOR TIME DEVOTED TO SOCIAL CONTENT The three-year trend is toward Creators spending less time developing social media content each month. 0-39 40-79 80-124 125+ Hours/Month Hours/Month Hours/Month Hours/Month 2014 29% 25% 18% 28% 2015 41% 21% 14% 23% 2016 44% 26% 14% 17%
Slide 41: Three-Year Downward Trend in Monthly-Plus Commissions
THREE-YEAR DOWNWARD TREND IN MONTHLY-PLUS COMMISSIONS This is possibly the result of a decrease in frequency of commissioned Influencer Marketing engagements on a per Content Creator basis Frequency of Influencer Marketing Projects (Creators) 40 30 20 10 0 More than Once a week Two or three Once a m
Slide 42: Creator Platforms Used
CREATOR PLATFORMS USED Also, short form continues to dominate – but trends indicate Content Creators trending toward more selective, specialized platform focus Content Platforms Used 2014 2015 2016 % Pt. Chg. vs. YA Twitter 95% 97% 93% -4% Facebook 94% 97% 92% -5% Instagram 83% 86% 89% +3% More time
Slide 43: Creator Engagement Considerations
CREATOR ENGAGEMENT CONSIDERATIONS Protecting Creators’ personal brand – not compensation – remains paramount in considering Influencer Marketing engagements. But trends indicate Creators also becoming more discerning in acceptance of commissions. How important is factor in considering IM program? (I
Slide 44: FTC Guidelines: Awareness & Compliance
FTC GUIDELINES: AWARENESS & COMPLIANCE
Slide 45: FTC Guideline Basics
FTC GUIDELINE BASICS Compensation for content can be in the form of: Cash Free product or service Experiences Discounts or coupons Other special incentives If it is compensated, it is sponsored # and must be disclosed.
Slide 46: FTC Guideline Awareness & Compliance: Creators
FTC GUIDELINE AWARENESS & COMPLIANCE: CREATORS The vast majority of Influencer Creators remain aware of and familiar with FTC guidelines, nearly 2/3 “understanding” them. Slight slippage in claimed understanding vs. 2015. % of Awareness Levels of FTC Guidelines: IM Creators 8% Not Aware 7% 7% 3% Awa
Slide 47: FTC Guideline Awareness & Compliance: U.S. Marketers
FTC GUIDELINE AWARENESS & COMPLIANCE: U.S. MARKETERS For the third year running, the same cannot be said of U.S. Marketers At 56%, a majority still lack basic familiarity with FTC Guidelines in 2016, with only 1 in 10 claiming full understanding IMPLICATION: clear need for more proactive Marketer ed
Slide 48: Client Disclosure Pressure
CLIENT DISCLOSURE PRESSURE Asked for the first time, nearly 3 in 10 have been asked by Clients or Marketers not to disclose compensation – a clear industry issue. 3% 29% 29% Asked by Client/Marketer Not to Disclose Compensation Given sensitivity of question (asked for first time in 2016), 68% actual
Slide 49: Creator Approach to Disclosure
CREATOR APPROACH TO DISCLOSURE The vast majority of Influencers continue to disclose sponsorship, with most doing so in-post. Do you typically include Notable backslide in In-Post disclosure vs. 2015 Disclosure in IM Content? 2014 % 2015 % 2016 % (Influencer Creators) Type of Disclosure Influencer I
Slide 50: Material Disconnect
MATERIAL DISCONNECT The study revealed wide disparities in price perceptions for Influencer and Content Marketing approaches.
Slide 51: Influencer Marketing Price Perception Gap
INFLUENCER MARKETING PRICE PERCEPTION GAP For Influencer Marketing, Marketers assign costs ranging from 3 to 13 times what Creators claim to charge on average. 2016 Price Perception Gap Sponsored Email $634 (532) $119 Sponsored Stream $534 (340) $157 Sponsored Video $496 (218) $228 Sponsored Tweet $
Slide 52: Content Marketing Price Perception Gap
CONTENT MARKETING PRICE PERCEPTION GAP In contrast, Content Marketers assign costs 1.5x to 5x higher than Content Marketers request for their assets. 2016 Price Perception Gap Topical Overview Video $631 $1,208 (191) White Papers $959 $1,123 (117) Motion Graphic $156 $701 (449) Industry Insight Feat
Slide 53: Future Outlook: Creators
FUTURE OUTLOOK: CREATORS Creators’ attitudes about the state of the Influencer and Content Marketing industry show future-focused optimism, tempered by the need for more industry know-how and best practices. Creator Mean Score Creator Attitude Statements (1-10 Scale) The future is bright for Content
Slide 54: The Consumer Perspective
THE CONSUMER PERSPECTIVE U.S. Consumer State of the Creator Economy Canada Consumer State of the Creator Economy
Slide 55: U.S. Consumer SOCE Learning: 2016 Methodology
U.S. CONSUMER SOCE LEARNING: 2016 METHODOLOGY IZEA’s second annual USA Consumer Study again sampled 1,000 consumers, while first-ever Canadian Consumer Study established baseline metrics. 300 Canadian online social media consumers age 18-70 Lightspeed GMI National Online Canadian Consumer Panel 1,00
Slide 56: IZEA's Consumer SOCE Study: U.S.
IZEA’S CONSUMER SOCE STUDY: U.S. Nearly 2 in 5 U.S. adults age 18-70 qualified for the 2016 U.S. study This will be the USA sample base unless otherwise noted 100% Consumers with online access age 18-70 74% Online 15+ hours per month beyond e-mail (71% in 2015) 71% Past month social media users (67%
Slide 57: IZEA's Consumer SOCE Study: Canada
IZEA’S CONSUMER SOCE STUDY: CANADA One in 3 Canadian adults age 18-70 qualified for our Wave I study This will be the Canadian sample base for reported learning unless otherwise noted 100% Consumers with online access age 18-70 81% Online 15+ hours per month beyond e-mail 77% Past month social media
Slide 58: U.S. Consumer Learning
U.S. CONSUMER LEARNING Key Highlights and Headlines
Slide 59: U.S. Consumer Social Media Usage
U.S. CONSUMER SOCIAL MEDIA USAGE Social media = America’s 2016 social currency Average U.S. online user visits an average 7.1 social media platforms annually Ubiquitous Strong Tier 2 Solid Tier 3 Minority YouTube & Blogs, Pinterest, Instagram, Twitter LinkedIn, Snapchat, Tumblr, Vine (<50%) Facebook
Slide 60: U.S. Consumer 2016 Visit Frequency
U.S. CONSUMER 2016 VISIT FREQUENCY Monthly visitation trends underscore FB power of continued growth and visitation dominance, plus visitation inroads by quick/visual platforms 2015 Mean Visits per 2016 Mean Visits per INDEX 2016 vs. 2015 Social Media Platform Month among users Month among users (Ar
Slide 61: U.S. Consumers: Type of People Followed
U.S. CONSUMERS: TYPE OF PEOPLE “FOLLOWED” Consumers appear increasingly interested in the “famous” among us. Year-on-year, majority of platforms trending toward “famous” in terms of who is followed. Twitter YouTube Periscope Vine +2% ±0% +1% ±0% Tier 1: 36% 37% 39% 39% Famous- skewed (61%+) 64% 63%
Slide 62: Of Note: More Messages → Consumer Impact
OF NOTE: MORE MESSAGES ➔ CONSUMER IMPACT
Slide 63: U.S. Consumers: Marketing Effectiveness Ratings
U.S. CONSUMERS: MARKETING EFFECTIVENESS RATINGS Consumers again rated marketing approaches other than Influencer and Content Marketing as “Pretty Good” (6.1 – 7.2 out of 10) Media Marketing Message Type Total Rater Mean Effectiveness Rating (1-10 Scale) TV Commercial 7.2 Online, digital, satellite r
Slide 64: U.S. Consumers: Influencer Marketing Effectiveness Ratings
U.S. CONSUMERS: INFLUENCER MARKETING EFFECTIVENESS RATINGS In contrast, effectiveness ratings of Influencer Marketing approaches across all 11 social media platforms: Decidedly Better (7.1 - 7.9 out of 10) Influencer Marketing Message Type Total Rater Mean Effectiveness Score (1-10 Scale) IM message
Slide 65: U.S. Consumers: Top-Rated Approaches
U.S. CONSUMERS: TOP-RATED APPROACHES Net: Influencer Marketing messaging is regarded by social media users 18-70 as equally or more effective than all other forms of marketing messaging measured. Influencer Marketing Message Type Mean Score (1-10 Scale) Influencer Marketing message on Periscope 7.9
Slide 66: U.S. Consumer Learning: Content Marketing Ratings
U.S. CONSUMER LEARNING Ratings of a spectrum of Content Marketing approaches measured for first time in 2016: “Span the effectiveness range” Total Rater Mean Effectiveness Content Marketing Message Type Rating (1-10 Scale) Written review or article on an online consumer review website 7.2 Brand-spon
Slide 67: Comparing ratings among current users of each medium
We again recognized that current users of each medium might regard marketing in those media more favorably. So, for an apples-to-apples view, we compared message effectiveness ratings only among current users of each given medium to ratings of Influencer Marketing effectiveness among each platform’s
Slide 68: The Result?
THE RESULT? Even with these raised “current user only” ratings, Influencer Marketing messages ratings were as high or higher than all other marketing messages. And most others received lower absolute ratings.
Slide 69: U.S. Consumers: Effectiveness Momentum
U.S. CONSUMERS: EFFECTIVENESS MOMENTUM No weak links revealed in year-on-year Effectiveness Momentum scores across all social media platforms measured. Marketing Message Effectiveness Momentum vs. Year Ago Net (BASE: Regular Platform Users) Momentum Influencer Marketing message on Snapchat -8% 55% +
Slide 70: Content Marketing opportunities based on subject engagement
This year, we also quantified Content Marketing opportunities based on frequency of consumer subject matter engagement. g The average U.S. consumer reads 207 articles and visits 398 websites monthly -- representing 20 daily content marketing opportunities!
Slide 71: Implication: Clear Content Marketing Opportunity
IMPLICATION: Frequent Consumer Subject Engagement = Clear Content Marketing Opportunity
Slide 72: U.S. Consumer Learning: Important Influencer Attributes
U.S. CONSUMER LEARNING: IMPORTANT INFLUENCER ATTRIBUTES Content Creator credibility, expertise, and respect – plus firsthand consumer product experience – are top message effectiveness drivers. 2016 % T3Box Ratings of Importance in Driving Influencer and Content Marketing Message Effectiveness (10-p
Slide 73: U.S. Consumer Learning: Important Content Creator Attributes
U.S. CONSUMER LEARNING: IMPORTANT CONTENT CREATOR ATTRIBUTES Further, a known/recognized and/or expert source adds more to the effectiveness of a content piece than someone unknown/unidentified. Net Impact on Content Effectiveness Momentum ...if the source/author is identified and -9% 62% +53% is so
Slide 74: Canadian Consumer Learning
CANADIAN CONSUMER LEARNING: Key Highlights and Headlines
Slide 75: Canadian Consumer Yearly Social Media Penetration
CANADIAN CONSUMER YEARLY SOCIAL MEDIA PENETRATION Canadian social media platform yearly penetration equals the U.S. for the Top 3 players, comes close for Twitter and LinkedIn, but lags across all others. Canadian vs. USA Annual Social Media Platform Penetration 2016 100% 100 98% 95% 94% 80% 80% 79%
Slide 76: Canadian Consumer Monthly Social Media Visitation
CANADIAN CONSUMER MONTHLY SOCIAL MEDIA VISITATION FB dominates in Canadian monthly visitation, with Instagram, YouTube, Snapchat, and Twitter in a solid second tier. Estimated Monthly Mean Visits/Usage (Among Canadian Users of Each) Facebook 92 101 Instagram YouTube 40 49 55 61 64 Solid Second Tier
Slide 77: It's Not Only Working, It's Growing in Momentum
IT’S NOT ONLY WORKING, IT’S GROWING IN MOMENTUM. Canadian users placed Influencer Marketing at top of their Effectiveness Ratings list with a few select other message types. And year-on-year, Influencer Marketing had top-ranking positive Effectiveness Momentum scores, as well.
Slide 78: Canadian Consumer Perceived Message Effectiveness
CANADIAN CONSUMER PERCEIVED MESSAGE EFFECTIVENESS Versus U.S., Canadians appear to be marketing skeptics overall, with ratings of non- Influencer Marketing messages: “Mediocre to Pretty Good” (5.5 – 6.9 out of 10) Total Canadian Sample Media Marketing Message Type Mean Effectiveness Rating (1-10 Sca
Slide 79: Canadian Consumer Perceived Message Effectiveness: Part 2
CANADIAN CONSUMER PERCEIVED MESSAGE EFFECTIVENESS: PART 2 Total Canadian Sample Media Marketing Message Type (Continued) Mean Effectiveness Rating (1-10 Scale) Television embedded content 5.9 Paid search result on a search engine 5.8 Brand-sponsored infographic, photo, or chart in a social media str
Slide 80: Canadian Consumer Perceived Influencer Message Effectiveness
CANADIAN CONSUMER PERCEIVED INFLUENCER MESSAGE EFFECTIVENESS As in U.S., Canadians’ effectiveness ratings of Influencer Marketing messages across all 11 social media platforms: Decidedly Better on Average (6.2 – 7.4) Canadian Total Rater Mean Influencer Marketing Message Type Effectiveness Score (1-
Slide 81: Canadian Consumer Influencer Message Effectiveness: Net
CANADIAN CONSUMER INFLUENCER MESSAGE EFFECTIVENESS: NET In fact, across the 41 total marketing message types rated, only online quality/product ratings, online reviews/articles, TV commercials, and print and e-magazine ads were rated as highly as Influencer messages. Total Rater Mean Marketing Messa
Slide 82: Canadian Consumer Content Marketing Message Effectiveness
CANADIAN CONSUMER CONTENT MARKETING MESSAGE EFFECTIVENESS As in U.S., Canadian Content Marketing Effectiveness Ratings span the spectrum, for the most part ranked as high/more highly than traditional ads in the same medium. Total Canadian Sample Media Marketing Message Type Mean Effectiveness Rating
Slide 83: Same Implication in Canada
SAME IMPLICATION IN CANADA: Frequent Consumer Subject Engagement = Clear Content Marketing Opportunity
Slide 84: Summary & Conclusions
SUMMARY & CONCLUSIONS
Slide 85: U.S. Marketer Summary of Findings
U.S. MARKETER SUMMARY OF FINDINGS Solid familiarity with Influencer & Content Marketing, with half using approaches in past year Trending toward use of simpler & more visual-approached content and platforms Continuing to rate Influencer Marketing approaches as Top Tier in effectiveness, while tradit
Slide 86: U.S. Creator Summary of Findings
U.S. CREATOR SUMMARY OF FINDINGS Trending toward being more-selective in engagements and using less time-intensive approaches Wide disparity between actual compensation and what clients perceive to be the “market” rate card See a bright Influencer and Content Marketing future, but recognize need for
Slide 87: U.S. Consumer Summary of Findings
U.S. CONSUMER SUMMARY OF FINDINGS Social Media = U.S. social currency, as reflective by pervasive and growing usage More Influencer Marketing messages are ‘breaking through the clutter’ Influencer Marketing messages continue to achieve top-tier Effectiveness Ratings in the minds of consumers using s
Slide 88: Canadian Summary & Conclusions
CANADIAN SUMMARY & CONCLUSIONS IZEA’S first-ever 2016 Canadian State of the Creator Economy revealed similarities and distinctions vs. U.S. stakeholder groups. CANADIAN MARKETERS More familiar with Influencer & Content Marketing than U.S. Marketers As with U.S. Marketers, Influencer Marketing effect
Slide 89: Canadian Consumer Summary of Findings
CANADIAN CONSUMER SUMMARY OF FINDINGS Strong use of social media platforms, through lagging U.S. in all but most-dominant Influencer messages are cutting through the “marketing noise” More-skeptical of all marketing than their U.S. counterparts, but still rate Influencer Marketing in the top tier vs