Summary
This report presents findings from a brand survey conducted by LTK in collaboration with Northwestern University’s Retail Analytics Council. The survey took place from August 23-25, 2023, involving 164 marketing leaders and decision-makers who have invested in Creator marketing within the past year. The report outlines key trends in Creator marketing, including the significant growth in budgets allocated to this area, which are reportedly outpacing other digital channels. It details the increasing trust consumers place in creators over traditional advertising methods, particularly among Gen Z and Millennials. The findings indicate that 92% of brands plan to increase their investment in Creator marketing for 2024. Additionally, the report discusses the evolving relationship between brands and media, emphasizing the integration of Creator strategies to address full-funnel marketing challenges. The insights highlight the importance of audience growth, brand awareness, and the role of emerging technologies in shaping future marketing strategies.
