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The state of the creator economy
Journal of Brand Strategy,
9
(2),
152-162
(2020)
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.
Keywords: influencer marketing; creator economy; consumer behaviour; marketing message; marketing strategies; content marketing
The full article is available to subscribers to the journal.
Author's Biography
Ryan Schram is Chief Operating Officer for IZEA and responsible for a range of disciplines, including global client development, corporate strategy, customer success, marketing communications, mergers and acquisitions and talent acquisition/retention. Nearing two decades of leadership across media, marketing and technology, Ryan has an established track record of driving growth, efficiency and profitability for leading-edge companies. In addition to his responsibilities at IZEA, Ryan has been actively involved as a board member, adviser and mentor in leading marketing technology companies such as TechStars Mobility, StageLeap, ProfitStreams and Stratos. Prior to joining IZEA, Ryan served as Group Vice President at the prominent digital engagement agency HelloWorld (part of the Dentsu-Aegis Network) as well as held a variety of leadership positions at CBS/Westwood One and Clear Channel Media + Entertainment (now iHeartMedia). Recognised by Crain’s as a 2017 ‘40 Under 40’ awardee, his work has been regularly featured in the Wall Street Journal, Fast Company, Ad Age and Adweek. Ryan is a graduate of the Eli Broad College of Business at Michigan State University (BA, Management) and is actively involved in community philanthropic ventures both in the Greater Detroit Area and in IZEA’s home base of Central Florida.
