The influencer marketing landscape is changing. Now, that’s not a statement many people would find alarming. It’s always changing. But when you watch the industry like I do and for as long as I have, you see the tea leaves. And when they perk up a certain way, you sense a change is a brewin’.
Mavrck is out this week with its annual Creator Compensation Report. It’s a yearly survey of several hundred content creators that asks specific questions about how much they make, what type of work fuels that revenue, what kind of brand deals are they working and the like. It’s usually an insightful measuring stick to see where your brand is trending … are you paying well enough or not enough … are you offering the types of value others are and such.
I started telling you about six months ago that the brands I and CIPIO.ai were working with had started to shift what they were asking for. Many were foregoing the traditional ask for influencer marketing collaborations, opting instead for just user-generated content.
Brands want content to fuel their paid and organic social. That’s good for companies like CIPIO.ai. We go get UGC on scale for brands. But it’s not a great sign for influencers who monetize their audience as much as their content.
Now, that alone is only one tea leaf if you will. And influencers can still create content for payment and still benefit from UGC-driven campaigns.
But Mavrck’s new Compensation Report has a few more tea leaves turning up of interest.
Rachael Cihlar is Mavrck’s vice-president for corporate communications and public relations. She is busy getting this handy compensation report out to folks, but took some time to visit with me to go over some of the findings and talk about their implications.
Some things I explore with her include these nuggets, surfaced by the report:
The rates offered by brands are lower than previous years
Affiliate compensation offers seem to be on the rise
More than half of creators say affiliate income is a part of their array of earnings
Does this mean brands are starting shift away from sponsored content and brand collaboration deals in favor of more performanced-based compensation? Or are these numbers just a settling of the market? Only time will tell, of course, but the time we have with Rachael today gave me the opportunity to ask how she interprets the data.
She and I do that on this episode.
Links for this Episode:
Rachael Cihlar on LinkedIn: https://www.linkedin.com/in/influenceexpert/
Mavrck’s Website: https://mavrck.co/
Mavrck’s 2023 Creator Compensation Report: https://info.mavrck.co/creator-compensation-report-2023
Scale UGC with CIPIO.ai: https://jasonfalls.co/cipio
This episode of Winfluence is presented by CIPIO.ai. We are helping brands transform their digital marketing with user-generated content videos and images at scale. Come see us at CIPIO.ai. If you want me to personally show you the platform and how we can solve your digital marketing performance problems with high-performing UGC, just go to jasonfalls.co/cipio … fill out that form and I’ll personally set up time to chat with you.
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