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The state of the creator economy

Author

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  • Schram, Ryan

    (IZEA, USA)

Abstract

The `State of the Creator Economy’ research initiative provides an in-depth view of how the maturation of social media and other industry-relevant changes have affected consumers, marketers and creators. This marks the eighth year of the study, which aims to provide ongoing measurement of and insight into how influencer marketing (IM) and content marketing are both perceived and used. It offers information necessary to better understand the shifting trends in marketing strategies, consumer behaviours and creator habits. The study, commissioned by IZEA Worldwide, was conducted in partnership with Research Now, The Right Brain Consumer Consulting and Lightspeed GMI. It leads the charge for the industry, providing an independent lens through which readers can view the current marketing landscape -- content marketing and IM in particular -- from the viewpoint of consumers, marketers and creators. Researchers surveyed 606 client marketers from Research Now’s B-to-B National Panel, 242 IM and content marketing creators from the IZEA database of partners and 1,000 consumers sourced from Lightspeed GMI’s Domestic U.S. Panel.

Suggested Citation

  • Schram, Ryan, 2020. "The state of the creator economy," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(2), pages 152-162, September.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:2:p:152-162
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    Citations

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    Cited by:

    1. Banghua Zhu & Sai Praneeth Karimireddy & Jiantao Jiao & Michael I. Jordan, 2023. "Online Learning in a Creator Economy," Papers 2305.11381, arXiv.org.
    2. Charmaine du Plessis, 2022. "A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior," SAGE Open, , vol. 12(2), pages 21582440221, April.

    More about this item

    Keywords

    influencer marketing; creator economy; consumer behaviour; marketing message; marketing strategies; content marketing;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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