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EMARKETER

Influencer Monetization 2023

Payment, Content, Platform, and Measurement Tactics to Optimize Creator Campaigns

Report by Jasmine Enberg  |  May 3, 2023
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Table of Contents
Report Snapshot
Expect to spend more on influencer marketing this year.
Lead with the creative, not the format.
Use multichannel campaigns to maximize spending and impact.
Establish longer-term payment strategies with trusted creators.
Focus on relevancy and authority to drive sales.
Measure platforms individually and democratize data access.
Insider Intelligence Interviews
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About This Report
US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.
Topics
Influencer Marketing
Social Commerce
United States
Table of Contents
Report Snapshot
Expect to spend more on influencer marketing this year.
Lead with the creative, not the format.
Use multichannel campaigns to maximize spending and impact.
Establish longer-term payment strategies with trusted creators.
Focus on relevancy and authority to drive sales.
Measure platforms individually and democratize data access.
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

Marketers continue to up their spend on creator campaigns. But effectively allocating those dollars is getting more challenging as prices rise, the number of channels expands, and measurement still lags. In this report, we provide best practices for navigating creator partnerships.

Key Question: How can brands maximize their influencer marketing spending in 2023?

Content Formats Creators Worldwide Have Been Paid by Brands to Create, Dec 2022 (% of respondents)
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KEY STAT: Instagram remains the top platform for sponsored content, per a March 2023 report from Later and Mavrck, and more creators worldwide report being paid to create Reels compared with TikTok videos.

authors

Jasmine Enberg

Contributors

Natalie McGranahan
Senior Researcher and Taxonomy Manager
Evelyn Mitchell
Senior Analyst, Digital Advertising & Media
Debra Aho Williamson
Principal Analyst
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