Leading influencer marketing company captures the current state of payments and pricing for the Creator Economy and several X-factors that determine impact value and fair compensation
SAN FRANCISCO – WEBWIRE – Wednesday, May 31, 2023
Aspire.io, the leading influencer marketing platform for 900+ customers ranging from high-growth eCommerce companies to multinational brands, today released its How Much to Pay Influencers Report, a cross-channel survey on the value of creators in the influencer marketing industry. The report comes as businesses plan to invest an estimated $6.16 billion in creator campaigns this year.
Aspire.ios report surveyed over 1,000 creators nationwide to bring new insights into influencer pricing. The survey coincides with the launch of the platforms Recommended Influencer Payment solution. This tool, available to all Aspire.io customers, helps brands quickly calculate average pricing metrics for each creator in their campaign. Brands interested in arranging a demo may visit here.
As the influencer marketing industry grows, its important that companies understand creators evolving value and pay them fairly for their contributions to marketing campaigns, said Anand Kishore, Founder, and CEO at Aspire.io. Whats clear from our report is that the landscape is constantly changing and we recognize that navigating these changes can be difficult for marketing teams. Our Recommended Influencer Payment is helping close that gap.
YouTube Reigns as Most Lucrative Channel for Influencers and Most Affordable for Brands
The report shows that despite the rise of short-form content on platforms like Instagram and TikTok, YouTube – which is known for longer-form video content – has maintained a prominent role in the influencer-marketing ecosystem. Aspire.ios survey revealed that YouTube is the most lucrative channel for creators. In fact, 50% of YouTube creators report earning more than $500 per month from their brand partnerships, compared to 40% of Instagram creators and 36% of TikTok creators.
While simultaneously awarding influencers with the highest profits, YouTube also recorded the lowest cost per engagement per channel at $0.04, followed by TikTok at $0.21, Instagram at $0.56, Facebook at $2.63, Pinterest at $5.51, and finally Twitter at $37.82. This has made it a preferred channel for brands and marketing teams.
Creators Want to Work for Brands Whose Values Align with Their Own
As the creator economy grows stronger, so do creator wages. 48% of creators report having increased their influencer marketing income in the last 12 months, while only 15% reported a decrease. More than half (53%) of the creators surveyed said they earn more than $500 each month from their brand partnerships. This increase reflects creators growing influence and value in a marketplace, where the study also showed 61% of consumers trust influencer recommendations, compared to 38% who trust
brand-produced content.
Despite these rising rates, 83% of creators say that they would still work with a brand for just free products as long as they genuinely love the brand or the product value is high. In other words, in addition to fair compensation, influencers are most likely to partner with brands that share their values and the values important to their audience.
To view Aspire.ios full report, please visit here.
About Aspire.io:
Aspire.io is the leading influencer marketing platform driving positive influence at scale. Since 2014, Aspire has helped brands build and manage relationships with millions of influencers and deliver outsized value. Brands and creators use Aspire to find and vet each other, activate influencer marketing campaigns of any size, and put the magic of branded content to work at scale. As a recognized leader by Forrester Research, Aspire has paid out over $100M to creators and is trusted by over 900 top brands like Ray-Ban, Maude, Garnier, M&Ms, and 1-800 contacts. For more information about Aspires leading platform or to get in touch with our expert-in-house agency services team, please visit www.aspire.io
Sep 30, 2022 | Business
According to a new influencer marketing report, while creator earnings and wages have risen in the past 12 months, nearly 2 out of 3 creators say that have turned down work on campaigns due to misalignment of brand values
SAN FRANCISCO, CA – WEBWIRE – Thursday, September 29, 2022
Aspire, the leading Influencer Marketing Platform for 800+ Shopify merchants and e-commerce brands, announced findings from its first-ever Creator Survey. Based on a survey of more than 1,700 creators, the report sheds light on trends in influencer marketing, where creators are seeing an increase in rates and earnings in the past year, but brand values impact decisions on which partnerships to pursue.
The biggest takeaway for brands is that values alignment and authenticity matter, Aspire CEO Anand Kishore said. Creators are much more likely to engage with brand partners that share the same values as their audiences. Were in an era of high trust commerce. Younger generations especially are rejecting ads for content that feels authentic and breeds trust.
A New Era of Influence Driven By High-Trust Commerce & Brand Values
According to a recent report from Adobe, there are now 303 million creators making content online, as the creator economy as a whole grew in value to $13.9B more than double its value in 2019. This growth has also trickled down to creators take-home pay. In the last year, as Aspires survey showed 4.3% of creators are earning six figures or greater, or approximately 12M globally.
Within the last six months, roughly half (55.2%) of creators said their rates increased and nearly two-thirds (65.8%) reported that their workload increased over the 12 months prior, with women (66%) seeing a higher increase than men (61%).
Along with the increase in campaigns overall, not every project is greenlit. According to the survey, a vast majority (64%) of creators turned down a brand campaign in the last 12 months due to a misalignment between the brands values and their own.
Sustainability also revealed itself as a key consideration among a majority of creators with nearly three-fourths (74.4%) of respondents saying they are very willing to work with brands committed to sustainability.
Despite sustainability being a consistent value held by creators and their followers, only about 15% of creators who take on projects related to sustainability said they would charge a lower rate for them, while a majority (63%) said they would keep rates the same. This demonstrates a strong willingness among creators to not compromise rates even if the brands values are grounded in goodwill and aligned with their own.
This sentiment held true when creators were asked about the biggest challenge of working with sustainable brands, as getting paid their standard rate ranked among the top two most prominent issues for creators. Heres a full breakdown of responses:
- Finding the right sustainable products that my followers will love: 40.6%
- Getting paid what I normally charge: 34.5%
- Finding the right brands that support their values: 18.4%
- Other: 6.5%
How Brands Can Improve Collaboration with Creators
The survey also revealed how brands can improve the collaboration experience. 1 in 5 (20.8%) creators said they want more creative freedom and more responsiveness (20.6%) when working with brands. Heres the top list of improvement areas creators want to see::
- Allow for more creative freedom: 20.8%
- More responsiveness & communication: 20.6%
- Treat me more like an extension of their team: 17.1%
- Better briefing on the campaign: 16.2%
- Show a better understanding of my brand & audience: 13.6%
- Provide more clear KPIs up front: 11.7%
Survey Methodology
Aspire distributed the creator survey to creators ages 16-55+ in its database between June – July 2022 gathering 1,726 responses. This online survey was not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For additional questions, please contact aspireiq@vsc.co
For more information about Aspire, visit www.aspire.io.
About Aspire
Founded in 2013, Aspire is the leading influencer marketing platform for e-commerce brands and is trusted by some of the most successful Shopify brands, including Brooklinen, Michaels, Rue21, among others. By utilizing word-of-mouth marketing, Aspire empowers brands to scale their business by fostering authentic relationships with influencers. Operating without fees or commissions, Aspire has paid more than $100M to creators to date. Aspire was named a leader in influencer marketing solutions by Forrester in 2020.
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