New research: Why creators are vital to your 2024 marketing mix

Digital consumption hits an all-time high, fueled by creator content [The Intersection of Marketing Insights and Video Culture] [YouTube Re:View] NEW RESEARCH from Interactive Advertising Bureau (IAB) & Talk Shoppe TLDR: Creator content, from nice-to-have to must-buy - All-time high digital media consumption, fueled by creators - Viewers want what only creators can offer: personally relevant content - Marketers believe creator content is premium and increase investments THE INSIGHTS ALL EYES ON CREATORS Creator content pushes digital consumption to an all-time high Viewers are watching digital media more than ever, and creator content is at the heart of this shift. In fact, 39% of surveyed consumers report watching more creator or influencer-produced content than they did a year ago – nearly double that of studio-produced content.1 Creator content is more than just entertainment; it fosters a sense of community and connection that makes viewers want to show up, be immersed, and engage. YouTube creator and ice cream connoisseur [Dylan Lemay]() (5.3M+ subs) gives an inside scoop on his Tiny Tuesday series. For viewers, quality is based on personal relevance Compared to studio content, creator-driven content is a more active experience. Viewers seek inspiration, knowledge, and a chance to go deep with their passions. Creator content is also more personally relevant. When assessing quality, viewers consider how well the content speaks to their interests, reflects their identity, and engages their attention. What’s considered quality may be subjective, but IAB and Talk Shoppe found that 3 in 4 surveyed consumers rank both studio-produced and creator and influencer-produced content as being of good or excellent quality.2 [92% agree that creator or influencer-produced content can be considered premium] Marketers consider creator content as a premium media channel There’s a growing appreciation in the advertising industry for creator content. Once deemed experimental, creator content has shifted to a strategic, must-have media buy in the modern marketing playbook. In fact, 92% of surveyed media agency advertisers agree that creator or influencer-produced content can be considered premium.3 Brands also recognize creator content’s ability to drive strong results, with 44% of surveyed advertisers expecting their advertising budget for creator and influencer-produced content to increase this year.4 While there’s an upward trend is the perception of creator content, there still remains an opportunity for marketers to expand their definition of quality beyond the traditional metric of content’s production value. Having a misalignment with viewers’ on what’s considered quality could lead to advertisers undervaluing top-performing channels in their 2024 media strategy. [READ MORE]() [Stay tuned] More to come: The next edition of Re:View will dive further into this research to show how creator content impacts the consumer journey and what opportunities that creates for brands looking to drive impact at every stage of the marketing funnel. How was this edition? [Terrible]() [Bad]() [Neutral]() [Good]() [Excellent]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() Sources 1-4 IAB/Talk Shoppe, United States, IAB Creator Economy Study study, n=400 Advertisers & n=2,001 Consumers; Surveys were in field September 19th to October 2nd, 2023 (Advertiser) & September 15th to September 29th, 2023 (Consumer). This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGRTH0Uk0jARt5zWWMQkUABJWAGwePu_l9xy9gnwPo30hIQJC-TcRfYf7lpPSlx8KvzU0t39U8=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066