A new survey conducted by CreatorIQ, “Estado das Tendências e Trajetória do Marketing de Criadores 2024-2025”, revealed that 94% of companies believe that influencer content generates a higher return on investment (ROI) than traditional digital ads, establishing a 20% increase compared to the year 2023
The survey also showed that brands' investment inCreator Marketingincreased by 143% in the last four years. This number is even more significant among large corporations, that reported an average of 1,7 million dollars in investment in marketing with creators.
The report also indicates that 74% of organizations have increased their investments in influencer marketing year after year, meaning an increase of 19% compared to 2023. And it won't stop there, since 78% of companies expect to invest more in creator marketing in the next two years, according to the research
According to Fabio Gonçalves, specialist in the influencer marketing market, the content of influencers has been the most effective in marketing campaigns as it brings an authenticity that the modern consumer values more and more. According to him, instead of a direct sales approach, the influencer positions themselves as someone the audience trusts, recommending products that are already part of your routine and creating a more organic and highly effective consumption experience
Unlike traditional ads, the content of influencers has the power to reach very specific audiences, with a customized language. When a follower interacts with an influencer, he is not just viewing an advertisement; he is talking to someone who understands his needs, what elevates engagement and significantly increases return on investment, explain
In the opinion of the professional, the increase in investment by brands is due to the fact that they increasingly understand that the value of influencer marketing goes beyond exposure: “This modality allows for a closer relationship with the audience, who feels greater confidence in the recommendations made by creators they already follow and admire. This type of proximity justifies the increase in investments, especially among large corporations, where every dollar invested in influencer marketing has the potential to impact long-term returns
Fabio is the International Talent Director at Viral Nation, a Canadian influencer agency that is one of the pioneers in the influencer marketing market. According to him, the company has been a pillar in the growth of this segment, by connecting global brands to authentic influencers who understand and connect with their audiences
Our commitment is to support both companies and creators with personalized strategies and data-driven insights, ensuring that each campaign not only reaches, but also deeply impact the right audience. This approach is what continues to drive the sector to a new level of credibility and return, закінчує
METHODOLOGY
The CreatorIQ research, in partnership with Sapio Research, had 1.138 respondents, being 457 brands, 445 agencies and 231 creators from 17 different sectors. The current insights were combined with five years of research data, carried out from 2020 to 2024
