Despite the chaos among big social-media platforms, it's been a good time for creators, and the brands working with them, a new CreatorIQ study suggests. Instagram and TikTok rule, but there are lots of ways to reach audiences, especially in a Multiplatform strategy.
Pay to play—paying creators for a post—is “standard practice” now, according to the survey. The biggest influencers, with more than 1 million followers, are typically paid between $10,000 and $50,000 for a single Instagram post. But even micro-influencers with fewer than 100,000 followers receive, on average, between $500 and $2,500 per post.
Next year will be all about video, the survey suggests, especially on TikTok and Instagram’s short-form platform Reels. But the industry continues to have room for lots of kinds of content and consumption patterns. Platforms such as LinkedIn and podcasting are attracting notable audiences that brands should also embrace, members of my panel suggested.
TikTok took off during the pandemic and now has more than 1 billion users, showcasing a long string of viral hits and creators, especially musicians. For marketers, TikTok’s rise affected marketers’ campaigns “very significantly” or “somewhat significantly” a whopping 92% of the time. “We see those opportunities growing like wild, especially for the kids space, and let kids lead the way they've led the charge in the whole creator economy,” said David Williams, CEO of Pocket.Watch, the big children’s video programming distributor.
“, we build these multi-platform franchises, and we have consumer products and mobile games,” Williams said. “And we have this incredible business where we distribute content harvested, essentially, from YouTube to platforms like Hulu and Roku, Peacock and the rest. And from a brand perspective, I think it's important to take that holistic view.
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