2018创造者经济状况（英文版）_52页_7mb

2018 State of the Creator Economy Summary

Core Content Overview

The 2018 State of the Creator Economy report provides insights into the perception and usage of Influencer and Content Marketing among U.S. marketers, creators, and consumers. It highlights the integration of these approaches into the broader marketing mix, their effectiveness compared to traditional advertising, and the challenges and opportunities in the evolving digital landscape.

Key Findings

Marketer Perspective

• Usage Trends: Over 60% of U.S. marketers used Content Marketing, while 40% used Influencer Marketing in the past year.
• Effectiveness: Both Content Marketing (7.8) and Influencer Marketing (7.7) were rated higher than traditional advertising methods like online display ads (6.9), TV ads (7.0), and print ads (5.4-6.2).
• Budget Allocation: 70% of surveyed companies engaged in Influencer Marketing, and 73% of these had a dedicated budget. For Content Marketing, 85% of companies used it, with 62% having a dedicated budget.
• FTC Awareness and Compliance: Only 38% of marketers were aware of FTC guidelines, while over 75% of creators were. A significant number of creators (around 3 in 10) reported receiving requests to not disclose compensation.
• Departmental Authority: Content Marketing decisions are primarily managed by brand/account management and digital/social media/web development departments, indicating shared responsibility rather than centralized control.
• Market Momentum: Influencer and Content Marketing showed positive year-over-year effectiveness momentum, while traditional advertising methods like TV, radio, and print saw declines.

Creator Perspective

• Compensation: Cash remains the most common form of compensation, though "free stuff" has increased.
• Platform Usage: Creators increasingly favor visual and quick platforms like Instagram, Snapchat, and Periscope, with a decline in usage of blogs and LinkedIn.
• Income Sources: Influencer Marketing content is the largest contributor to creators' income, with display ads and other forms following.
• FTC Compliance: Creators are more aware of FTC guidelines than marketers, but compliance remains a challenge due to lack of understanding and inconsistent disclosure practices.
• Time Investment: Creators are shifting toward platforms that require less time and offer higher engagement, such as Instagram and Snapchat.

Consumer Perspective

• Device Usage: U.S. consumers use an average of 4.4 different digital devices.
• Ad-Blocking: About 60% of desktop/laptop users and 40% of mobile users have ad-blocking software, indicating a growing concern for ad relevance and quality.
• Effectiveness Ratings: Influencer Marketing messages on platforms like Periscope and musical.ly were perceived as more effective than traditional ad formats. Content marketing messages, such as written reviews and brand-sponsored articles, were also rated highly.
• Platform Engagement: Usage frequency on platforms like Instagram and Snapchat increased, while less prominent platforms like Tumblr and Periscope saw declines.

Summary of Key Statistics

Key Trends

• Integration: Influencer and Content Marketing are being increasingly integrated into the marketing mix, with both rated highly in terms of effectiveness and budget allocation.
• Platform Shift: Creators are migrating to visual and quick platforms like Instagram, Snapchat, and Periscope, indicating a preference for more engaging and less time-intensive content.
• Effectiveness Gains: Influencer and Content Marketing outperformed traditional advertising in effectiveness ratings, with notable year-over-year improvements.
• FTC Compliance: A lack of universal understanding and compliance with FTC guidelines remains a challenge, especially among marketers.
• Consumer Behavior: Ad-blocking is becoming a significant issue, with a notable gap in effectiveness between traditional and creator-driven marketing messages.

Conclusion

The 2018 report underscores the growing importance of the Creator Economy in U.S. marketing. Both Influencer and Content Marketing are gaining traction, with higher effectiveness ratings and increasing budget allocations. However, challenges remain, particularly in terms of FTC compliance and the need for industry education. Creators are adapting to new platforms and compensation models, while consumers are becoming more selective and resistant to traditional advertising. The future of the Creator Economy looks promising but requires continued alignment and transparency between brands and creators.