IAB released its first-ever research report on the creator economy advertising opportunity. The report titled, The Creator Economy Opportunity: Where Authenticity Meets Impact, and conducted in partnership with Talk Shoppe, offers a deep examination of the evolving consumer purchase journey, how buyers can leverage the creator economy in their media budgets, and where creator content fits in the media mix alongside studio-produced content.

“Creator content marketing is a powerful vehicle for driving full-funnel impact, and advertisers are finding tremendous success adding it to their marketing mix alongside studio content advertising,” said Jack Koch, SVP, Research & Insights, IAB. “This report helps marketers more deeply understand the opportunity and how best to activate campaigns leveraging creator content. As more advertisers see real success with creator marketing, those who haven’t invested yet risk falling behind.”

Creator Content Inspires Action

• After tracking over 1,000 consumer purchase journeys, the report found that advertising alongside creator content can accelerate the purchase funnel – collapsing the awareness, interest, and consideration stages.
• 39% of consumers are watching more creator content than a year ago vs. just 22% watching more studio content.
• Creator content sparks action: compared to studio-produced content, after watching, consumers were significantly more likely to search for additional content about the topic and interact with the content by liking, commenting, or subscribing.

Advertisers: Quality Is in the Eye of the Beholder

• 89% of advertisers feel positive about creator content advertising, and 92% consider it a high quality channel.
• 86% of advertisers say it’s easy to move ad budgets to creator content, and this trend is on the rise. 44% of advertisers plan to increase their investment in creator content in 2024, with an average increase of 25%.
• Nearly 90% of advertisers use the same KPI metrics across both creator content and studio content, and 86% of advertisers have confidence in the ability to measure the effectiveness of creator content campaigns.

“The creator economy, valued at $250B this year by Goldman Sachs, is expected to nearly double to $480B by 2027. Savvy marketers know that they need to reach their customers in content that resonates with them,” said David Cohen, CEO, IAB. “There is no doubt – creator content is now a vital part of the mix.”

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Storyhunter, the global platform empowering creators and brands to tell their boldest stories, announced a transformative rebrand to ‘Glimmer’ that reflects its commitment to supporting creators and brands in the fast-growing creator economy. 

For the past 11 years, Storyhunter has been a pioneering force in film and video production, bringing the global creator community together through long-lasting creative partnerships with Fortune 500, brands and agencies globally. 

In conjunction with the rebrand, Glimmer is announcing a massive expansion into more than 60+ creative services, including 3D animation, creative direction, copywriting, drone videography, full-service production, and more. Glimmer is also announcing the launch of Glimmer Black, its new platform that is the first all-in-one agile, creative production platform for enterprises. Glimmer Black features dynamic, new visual creator portfolios directly connecting to its robust global marketplace and an advanced search experience for finding the right creator for any project. It offers a new, faster payout option for creators worldwide to get paid within three 3 days of completing a project.

“We are unleashing the potential of creators worldwide by showcasing their capabilities and making it simple for them to connect to some of the most amazing projects on the planet. We have proven that we can change how filmmakers and journalists get hired and paid. Now, we will scale that impact across many other creative services so that more creators can focus only on doing the work they love,” says founder and CEO Jaron Gilinsky. “We have a new identity, representing hope for creators and the creator economy. We envision a limitless world for creators, and in this new era of Glimmer, we will continue to advocate for the rights of creators everywhere to create freely and fearlessly – leaving our mark on the evolving creator economy for the benefit of both people and planet.”

For brands, agencies, and the entertainment sector, Glimmer is expanding into full studio production services, 3D, and long-form original content. Glimmer’s new Glimmer Black platform also includes upgraded technology built to provide enterprises and agencies with a suite of collaboration and pricing tools developed from the insights of a data set of more than 70,000 unique creative media projects.

“Glimmer Black is the only end-to-end full-service platform for brands and agencies to build and leverage an agile, creative workforce,” says Jamie Elden, Glimmer’s global chief revenue officer. “Our platform is home to a vetted talent marketplace of more than 50,000+ creators partnered with the world’s leading brands and agencies who rely on Glimmer Black to unify procurement, production budgets, team collaboration, project management, production management, contracts, accounting, and analytics. Our clients can now manage all their production hires, budgets, and planning in one place, enabling them to scale globally efficiently and leverage our diverse teams of creators in over 190+ countries. Glimmer Black clients also have access to our Studio division, which produces award-winning branded content, documentaries, and original IP in partnership with our global broadcast and media clients.  We are excited to continue our rapid growth into the creator economy, plus now, with the rebrand and new products, we are positioned to continue to bring more projects to our creators globally.”

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