#paid, a leading influencer marketing platform, has released its 2024 Creator Ad Report, providing the latest industry benchmarks for creator licensing. The report, which is available in full for no cost, offers a detailed look at vital cost metrics including CPM, CPC, CPV, and CPE, giving brands an edge when planning their campaigns.
The report highlights the transformative power of creator licensing — a strategic approach that allows brands to amplify a creator’s content through paid media, where posts are rebuilt as standalone ads that run directly from a creator’s handle. Unlike traditional sponsored content, creator licensing offers brands the opportunity to recreate the creator’s post and customize ad variables such as the caption and call-to-action, while also broadening their reach.
“Our research shows an important shift in the way that brands are approaching creator partnerships,” said Bryan Gold, Founder and CEO of #paid. “The top-performing brands realize that influencer marketing has never had a one-size-fits-all answer, and successful campaigns address the individual strengths of each platform and creator. Creator licensing provides advertisers with a powerful tool to build trust with a creator’s fanbase and allows them to reach more potential customers faster than ever before.”
Some key takeaways from the report include:
- Creator Licensed Ads Are Cost-Effective vs Legacy Ads: With a 50% lower CPM compared to digital ads and an 80% lower CPC compared to search ads, creator licensing campaigns provide a dramatically higher ROI. Brands leveraging these types of ads drive higher engagement for a fraction of the cost of legacy ads.
- Lower Ad Costs on Popular Platforms: When harnessing creator licensing to advertise on the most popular social platforms like TikTok and Facebook, brands using #paid see up to an 81% cost savings compared to the average ad cost, pushing their message to more potential customers for less money.
- 67% of All Creator Campaigns Include Creator Licensing: The growing adoption of creator licensing could not be more apparent, with 67% of all creator campaigns initiated through #paid utilizing this powerful strategy and highlighting its importance in marketing efforts.
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