"Of the $43.9 billion that advertisers in the U.S. are expected to spend on creator marketing in 2026, most of that money - 55% - will go towards ads amplifying the creators' content, not to the actual creation and posting of content by the creators themselves. And that spend is only increasing as creator content becomes a more popular choice for ad creative and paid amplification provides brands with the analytics to be able to more effectively gauge the impact of creators' content."
"Which raises the question: Do creators and their representatives need to reevaluate how creators are compensated when brands use creators' content for ads? "Short answer is yes. In speaking as someone who represents the interest of talent clients that are partnering with brands against their content, the money being spent to amplify their content is vastly more lucrative globally than what is being spent on the organic," said Ryan Polun, head of sales at CAA Creators, the talent agency's creator arm."
The IAB projects U.S. advertisers will spend $43.9 billion on creator marketing in 2026, with 55% allocated to paid amplification of creator content rather than content creation. Brands are increasingly using paid amplification because creator content performs better in paid media and provides measurable analytics to assess business impact. Agencies and talent representatives report substantially higher value coming from amplification spend than from organic fees. Creators currently receive negotiated usage-rights payments when brands run creator content as ads, but representatives argue compensation models should be updated to reflect amplification value.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]