Ucwaningo olusha oluvela ku-CreatorIQ luveze ukuthi ukutshalwa kwezimali ekukhangiseni okunamandla kukhuphuke ngo-171% uma kuqhathaniswa no-2024, okuqinisekisa ukuthi lo mkhakha ungene ngokusemthethweni esikhathini esibizwa ngokuthi "inkathi yokusebenza kahle." Ngokocwaningo, oluhlole imikhiqizo eyi-1,723, ama-ejensi, nabadali ezimbonini eziyi-17 nasezifundeni eziyi-9, izinhlangano ezingama-71% ziveze ukuthi zikhulise utshalomali lwazo ekukhangiseni okunethonya onyakeni odlule, ikakhulukazi ngokubeka kabusha izimali ebezihloselwe ukukhangisa kwedijithali okungokwesiko. Futhi lo mkhuba ukhomba ekwandeni okukhulu nakakhulu, njengoba u-73% wezinkampani eziphakathi nendawo kanye nama-85% ezinkampani zithi zihlela ukukhulisa utshalomali lwazo ekukhangiseni okunamandla eminyakeni emihlanu ezayo.
Ucwaningo luphinde lubonise ukuthi u-64% wezingcweti zemboni uthe ukukhushulwa kwesabelomali kuvela eziteshini ezikhokhelwayo noma zedijithali, okuqinisa umkhuba wokushintsha ukukhangisa kwendabuko ngamasu okuthonya. Ngokwesilinganiso, amabhrendi atshala izigidi ezingu-US$2.9 ngonyaka ezinhlelweni zabadali, kuyilapho ama-ejensi abela ama-US$4.4 wezigidi. Ezinkampanini ezinkulu, lesi sibalo sikhuphukela phakathi kuka-US$5.6 no-8.1 wezigidi ngonyaka.
Ngokuka-Fabio Gonçalves, umqondisi wethalente laseBrazil naseNyakatho Melika kwa-Viral Nation futhi onguchwepheshe kwezokukhangisa ngethonya iminyaka engaphezu kweyishumi, ukwanda okukhulu kwezimali ezitshaliwe kuhlobene ngokuqondile nokuvuthwa kwemakethe kanye nokuboniswa kwemiphumela eqinile.
"Siphila esikhathini lapho ukumaketha kwabathonya kuye kwayeka ukuba ukugembula kokuhlola futhi sekuphenduke isiyalo esinamasu ezinkampanini. Imikhiqizo ibonile ukuthi uma kunokuqondana phakathi komdali, izethameli, nomlayezo, ukubuyisela kuyalinganiseka futhi kungokoqobo. Yingakho sibona ukufuduka okungaguquki kwesabelomali sisuka kwabezindaba bendabuko siye kwezokuMaketha komdali," uyachaza.
Ucwaningo oluvela ku-CreatorIQ luphinde luqinise lo mbono: cishe amabhrendi ayisikhombisa kweyishumi athi aphindaphinde kabili i-ROI (Return on Investment) yemikhankaso yabo nabadali, cishe abane kwabayishumi babika i-ROI ephindwe kathathu. Amaqhinga athuthukise kakhulu imbuyiselo afaka ukukhulisa okuqukethwe kwabadali (39%) kanye nokuthunyelwe okuxhaswe ngabagqugquzeli (38%), kuyilapho ukuphiwa kwezipho/ukutshala kwehle kwafika ku-20%.
Okunye okugqamayo wukwenziwa komsebenzi ngendlela efanele lo mkhakha. Ngokombiko, ama-59% emikhiqizo emikhulu kanye nama-57% emikhiqizo ephakathi nendawo asevele esebenza nezinhlaka zethonya eliphakathi nendawo, ezaziwa ngokuthi "Izikhungo Zobuhle." Futhi ngokusho kwe-CreatorIQ, izinkampani eziholayo kulo mkhakha zinikezele ngaphezu kwesigamu (54%) sesabelomali sazo sokumaketha kubagqugquzeli. Ku-Fabio, le datha ifakazela ukuthi imakethe ye-influencer ifinyelele ezingeni elisha: elokusebenza kahle kanye nomthwalo wemfanelo wamasu.
"Umkhakha usungene enkathini yokusebenza kahle. Namuhla, impumelelo ayincikile ekufinyeleleni noma kubuhle kuphela: incike ekusebenzeni, esilinganisweni, nobudlelwano besikhathi eside. Imikhiqizo ifuna kakhulu, ibeka phambili abadali abaqonda idatha, abazi izethameli zabo, futhi abakwaziyo ukukhiqiza ukuguqulwa kwangempela. Umgqugquzeli akaseyona nje isiteshi sokubonakala-iyingxenye yebhizinisi," uchaza injini.
Naphezu kokwanda kokutshalwa kwezimali, uchwepheshe ugcizelela ukuthi umzuzu udinga ukulungiswa: "Izinombolo zibonisa ukukhula, kodwa futhi zikwenza kucace ukuthi imakethe izodinga ukwanda kobuchwepheshe. Abadali abangenalo isakhiwo, amasu, nokungaguquguquki bangase basale ngemuva, ngoba ama-brand atshala imali eningi, kodwa futhi afuna okungaphezulu. Ukuvuthwa kwemvelo komkhakha, "uphetha.
Kulesi simo esisha, indima yama-ejensi ibaluleka nakakhulu. Ngokuka-Fabio, i-Viral Nation, umholi womhlaba wonke ekuphathweni kwabadali nasekukhangiseni, kakade usezivumelanisa nezimo ukuze ahlangabezane nalesi sidingo esikhulayo ngendlela enamasu neqhubekayo. "Kwa-Viral Nation, sisebenzela ukulungiselela abadali balesi sigaba esisha semakethe, lapho imiphumela nobuqiniso buhambisana khona. Sithuthukisa ukumaketha komuntu siqu kwamathalente, sakha amathuba okuhweba, sinikeza idatha nokwesekwa kokusebenza, futhi sisize abadali bethu baguqule ukusebenzelana kube ibhizinisi. Leli ikusasa lokumaketha okunamandla: i-ecosystem eqhubekayo, ephumelelayo, nechwepheshile lapho amabhrendi, ama-ejensi ekhula ndawonye nabadali."
Ucwaningo olugcwele lungatholakala kokuthi: https://www.creatoriq.com/white-papers/state-of-creator-marketing-trends-2026 .
