Creators become celebrities: 92% of advertisers consider creator content to be “premium”

The rise of platforms like TikTok has brought rapid growth to the influencer marketing industry since the start of the pandemic, and insiders are projecting more expansion in 2024. The Interactive Advertising Bureau (IAB) and Talk Shoppe conducted a survey that shared advertisers’ positive attitudes related to creator content.

Findings from the study were published via Think With Google, where Google often presents insights related to market research. Through interviews with ad industry figures, the IAB and Talk Shoppe found that 92% of advertisers consider creator posts to be “premium” content. 89% of that group expressed positivity about the idea of putting their ads next to creator content.

Those fond feelings are leading brands toward increased investments in the creator economy. The report found that nearly half of advertisers “constantly” allocate budgets toward creator content, and 44% of those respondents said they plan to increase their spend on creator content in 2024. That shift will likely lead to measurable rewards: IAB and Talk Shoppe found that ads next to creator content generate higher loyalty, advocacy, and consideration compared to spots next to studio content.

“Many marketers still think of creator marketing as a brand awareness driver only,” said an unnamed advertiser who was quoted in the Think With Google post. “But, as the channel has evolved, it’s increasingly become a powerful tool for driving action and results at every stage of the funnel, from awareness and consideration to conversion and even advocacy.”

Here’s one reason why creator content is becoming so valuable: It’s starting to resemble studio content. The Think With Google post cites an advertiser who linked creators’ visibility to their “power” in the marketing world. So when Emma Chamberlain shows up at the Met Gala, she gathers awareness among marketers.

Viewers are noticing the shift, too. The report found that 39% of consumers are watching more creator-driven content than they were a year ago. That percentage is 17 points higher than the viewership rise for studio-created content.

For more details from the report, head over to Think With Google.