Authenticity as currency
Creators offer brands trust and authentic connections to audiences—something traditional advertising lacks. A survey by Micro Biz Mag showed that UK consumers are more than twice as likely to trust product recommendations from people they follow on social media compared to a company’s website. According to Adweek, almost half of U.S. consumers purchase based on creator recommendations. Because of the trust creators build with their audience, creator marketing can generate 11 times the return on investment (ROI) of traditional advertising. Marketers are catching on, too, driving the creator marketing industry to grow by an average of 47 percent annually from 2016 to 2022.
Creators aren’t new, but they’re evolving
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