Superstar Weekly

Deloitte’s Creator Economy in 3D report recently popped up on my radar again, so I decided to revisit it. It’s packed with valuable insights based on surveys of over 2,000 consumers, 500 creators, and 500 brands in the US. If you haven’t read it yet, here’s a breakdown of the key takeaways:

What sets high-ROI brands apart?

High-ROI brands see a 41% or higher return on investment from their creator partnerships. Here’s what they do differently:

• Greater investment: High-ROI brands dedicate 42% of their social media budgets to creator partnerships, nearly double that of low-ROI brands.

• Diversified partnerships: These brands manage six to fifteen creator partnerships simultaneously, ensuring a broad and dynamic range of content and reach.

• Balanced reach and impact: They target creators with 250K–500K followers and collaborate with smaller creators to maximize engagement and authenticity.

What creators want from brands

Building strong and long-lasting partnerships with creators requires more than just financial investment. Here’s what today’s creators are looking for:

• Creative freedom: High-ROI brands prioritize creative vision, giving creators autonomy and streamlining approval processes.

• Long-term support: Creators are four times more likely to continue partnerships with brands that support their long-term growth.

• Fair compensation: Satisfied creators are over five times more likely to stick with brands that offer fair and rewarding compensation.

Consumer trends

Consumers, especially Gen Z and millennials, spend more time on social media and closely following their favorite creators. Here’s what drives their engagement:

• Educational content: 77% of consumers follow creators to learn something new.

• Relatability: Consumers are 50% more likely to purchase products recommended by creators who share similar socioeconomic backgrounds.

• Influence: Three out of five consumers are more likely to recommend, purchase, or explore products endorsed by their favorite creators.

The rub

The report underscores the growing influence of creators and their ability to drive consumer engagement and purchasing behavior for brands. The Creator Economy is experiencing significant growth, making it crucial for brands to explore its potential sooner rather than later, as many already leverage its benefits.

Relatability and authenticity are paramount. Consumers are 50% more likely to purchase a product recommended by a creator they identify with. Marketers who prioritize these attributes in their strategies will be well-positioned for long-term success.

Free Creator Economy Resource List

Looking for the latest news and insights on the creator economy? We’ve curated a selection of top industry resources — all continuously updated— to help marketers navigate the creator economy more effectively. We’ve just added a global marketing events calendar! Check it out here 👇

Industry spotlight

Creators are pioneering a new way of brand-building: Audience-orientation

Marketers are often taught there are two ways to orient a business: product and market. But creator-backed brands like Prime are finding a third way: audience-orientation. Read more here

Marketers confident in LinkedIn’s ability to deliver positive ROI

LinkedIn is the social platform the most marketers worldwide (70%) are confident will deliver a positive ROI. Read more here

Inside the debate among marketers for and against virtual influencers

As the creator economy grows, so does the technology within it. Enter virtual influencers. Digiday explores the pros and cons of using AI-generated influencers. Read more here

TikTok announces new generative AI advertising suite

TikTok has announced a suite of new marketing tools for creators and brands called TikTok Symphony. This includes creative AI tools, performance measurement tools, and enhancements to high-impact brand placements. Read more here

Starpower

Duracell doubles down on partnership with Ariana Madix

The Duracell Company is doubling down on its popular ad campaign featuring Bravo TV's Vanderpump Rules star Ariana Madix by releasing a new ad installment. Read more here

Paige Spiranac’s massive following lands her a deal with the agency behind WME, UFC

Popular social media personality and former college golfer Paige Spiranac has signed with WME Sports, the golf division of Endeavor Group Holdings. Read more here

This Instagram star might soon be mayor of one of Mexico’s wealthiest cities

Mariana Rodríguez, who is harnessing her 3.7 million Instagram followers into a serious campaign for mayor of Monterrey, Mexico. Read more here

Interesting reads

Why the creator economy could take over the advertising industry [LINK]

Why social media is the most misunderstood job in corporate America [LINK]

OpenAI vs. Scarlett Johansson: The voice imitation controversy explained [LINK]

A bold travel marketing move: Sending influencers with 20 million followers on a trip they couldn’t share [LINK]

Join the conversation

Visit our Creator Marketing Community on LinkedIn to connect with leading creator marketing experts worldwide. Share your thoughts, gain valuable industry insights, and keep pace with the latest trends.