Three-quarters of influencers say the number of inquiries they get about brand deals is at least the same as last year — despite a third of the social media creators not bothering to look for deals themselves.
According to a global survey of more than 500 content creators on Instagram and TikTok with at least 1,000 followers, 46 per cent of influencers have seen an increase in brand partnerships this year compared to 2022 and 39 per cent have noticed an increase in the amount paid by brands for sponsored posts.
This is despite marketing budgets seeming to be on the wane and increasing scrutiny from regulatory bodies around influencer marketing.
In fact, almost a third of influencers are not actively contacting brands or responding to enquiries in groups or marketplaces, despite the vast majority saying they would like more partnerships with brands.
Alexander Frolov, co-founder and CEO at HypeAuditor, which conducted the research, said: ‘While the last year has been an interesting time for influencer marketing, with changes to partnership requirements on top of a volatile economic landscape, what’s clear is that content creators can remain confident that there are opportunities for collaboration and it’s a matter of putting in the effort to find meaningful opportunities.”
“The reality is that it is often challenging for most content creators to make a living off their social media platforms. Only a handful of top tier influencers can make a living off their online fame through brand partnerships. Influencers, especially those who are new to the space or have a smaller reach, wanting collaborations and partnerships will need to take control and leverage the right tools to find the right partners that resonate with their content. Being proactive and strategic in exploring opportunities will go a long way in landing meaningful partnerships.”
Along with the research, HypeAuditor launched its first platform targeted towards content creators, HypeAuditor for Influencers.
The platform has new matching capabilities and aims to bring both influencers and brands seeking collaboration together.
It includes access to HypeAuditor’s solutions such as Media Kit, a service that quickly and easily generates custom media kits for influencers directly to brands, account analytics and market analysis, including trending hashtags, and topics to ensure content relevance, as well as updates from the notable followers who have previously engaged with their social media profiles.
