How brands will work with creators in 2024

Shifting consumer preferences could change how brands show up, while social commerce and artificial intelligence may yield fresh opportunities

Jan 15, 2024

In a world that’s increasingly online, the creator economy is primed for the spotlight. Digital video consumption has reached an all-time high, led by creator content, and advertisers are shifting more dollars toward smartphone-yielding creatives.

Key takeaways

  • This year, 44% of marketers plan to up their creator investment, with an average spending increase of 25%, according to a creator economy report by IAB and TalkShoppe;
  • While the terms creator and influencer are often used interchangeably, the key difference is purpose, with an influencer being a type of a creator that uses their platform to promote products and influence buying decisions;
  • As advertisers ramp up their creator investments, trends anticipated for 2024, like new ways of measuring success and long-form video’s resurgence, could change strategies for some.

Get the full story at Marketing Dive

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