Creators become celebrities: 92% of advertisers consider creator content to be “premium”

The rise of platforms like TikTok has brought rapid growth to the influencer marketing industry since the start of the pandemic, and insiders are projecting more expansion in 2024. The Interactive Advertising Bureau (Iab) and Talk Shoppe conducted a survey that shared advertisers’ positive attitudes related to creator content.

Findings from the study were published via Think With Google, where Google often presents insights related to market research. Through interviews with ad industry figures, the Iab and Talk Shoppe found that 92% of advertisers consider creator posts to be “premium” content. 89% of that group expressed positivity about the idea of putting their ads next to creator content.

Those fond feelings are leading brands toward increased investments in the creator economy. The report found that nearly half of advertisers “constantly” allocate budgets toward creator content, and 44% of those respondents said they plan to increase their spend on creator content in 2024. That shift will…