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CreatorIQ’s Annual Influencer Marketing Trends Report Finds Measurement Top Priority

Report surveyed hundreds of brands, agencies and creators to provide insights on creator compensation, creator engagement strategies, inclusivity and key trends for 2023

CreatorIQ, the influencer marketing platform advancing the creator economy and powering end-to-end efforts for more than 800 advertisers, today released its annual trends report to provide a comprehensive overview of the $16.4 billion creator marketing industry.

The Influencer Marketing Trends Report surveyed hundreds of brands, agencies and creators to provide insights around topics including measurement, social platforms, creator compensation, creator engagement strategies, inclusivity and key trends for 2023. With over two thirds of respondents reported an increase influencer marketing spending over the past year, this year’s takeaways are more important that ever.

Notable results include:

Measuring Influencer Marketing Performance Is the No. 1 Priority for Brands

  • 64% of brands selected measuring and reporting on the performance of their influencer marketing programs as either their first or second priority.
  • According to brands, the most useful performance metrics are conversions (37%) and engagement rate (30%).
  • Instagram Delivers Greatest Return on Investment
  • Instagram drove the highest ROI for brands at 66%, with TIkTok (28%) and YouTube (5%) rounding out the top three.
  • On Instagram, the most effective medium is Reels (55%), Static Posts (20%), Stories (16%) and Collab Posts (8%).
  • With that said, 69% of brands surveyed said TikTok is “very significantly” impacting their approach to activations moving forward.

Paid Advertising Is the Most Popular Marketing Engagement, but Product Sends Are Most Effective

  • The most used type of influencer marketing engagements are paid advertising (79%), incorporating UGC on owned media (78%) and sending product and/or other gifts to creators (76%).
  • However, 33% of brands said the most effective strategy is sending product and/or other gifts to creators, with paid advertising coming in second at 28%.

“Creator-led marketing has revolutionized all layers of the marketing pyramid,” said Tim Sovay, Chief Business Development & Partnerships Officer at CreatorIQ. “As investment in creator-led campaigns continue to rise, brands looking to fuel growth or demonstrate ROI need to stay ahead of the curve. The Influencer Marketing Trends Report provides key insights to help marketers take a strategic approach to creator relationships, choice of platforms, and formats of customer engagement.”

The Influencer Marketing Trends Report gathers data from surveys taken by 236 creators and 163 brands and agencies, from August 15 to September 25, 2022. The majority of respondents were based in the U.S., with select organizations and creators responding from Brazil, Italy, the U.K., Australia, and Canada, among other locations. Download the full report here.

About CreatorIQ

CreatorIQ is the engine powering creator-led marketing for the world’s most innovative, iconic brands and agencies including AB InBev, Airbnb, Calvin Klein, CVS, Disney, H&M, Sephora, and Unilever. Our industry-leading data and robust technology help marketers discover, activate, optimize, and convert creator relationships at scale. By putting creators at the center of their marketing efforts, our clients unlock the full potential of creator relationships to expand brand reach, scale quality content production, grow customer engagement, and increase return on creator spend.

Founded in 2014, CreatorIQ is headquartered in Los Angeles with offices in San Francisco, Denver, Austin, Detroit, Chicago, Toronto, Miami, New York City, London, Auckland, and Kharkiv (UA). For more information, visit