Brands have more buy-in as creator marketing programs expand Nearly
Brands and creators are aligning on payment models —opting for hybrid compensation, coined “PostPlus” (flat fees combined with commission-based payouts). This alignment and direct feedback on campaigns are key factors in building long-term partnerships as brands allocate more to creator marketing budgets. Working with influencers has given brands new access to the voice of their customer. Creator partnerships can help brands overcome the consumers’ distrust of advertising. At the same time, brands can create content consumers trust and leverage influencer followings to reach new customer bases.
Customer acquisition costs (CAC) have increased by 222% in the last eight years, pushing brands to find affordable alternatives to paid advertising strategies. In a time when budgets are under intense scrutiny, influencer marketing can level the playing field for brands of all sizes so they aren’t operating at the whims of expensive and unpredictable advertising platforms.
The impact of lucrative creator programs on brand buy-in, marketing budgets, and partnership strategies
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