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.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]