Research by IAB Brasil in partnership with Offerwise presents the rise of the Creators Economy in the digital scene
The IAB Brasil, an association whose objective is the sustainable development of digital advertising in the country, in partnership with Offerwise, presented today, during the event IAB AdTech & Branding 2023the search #Publi: The impact of the Creators Economy among Brazilian internet userswhich sheds light on the interaction dynamics of Brazilian consumers with publications generated by creators, providing valuable information for marketing professionals and advertisers.
The creators economy continues to transform the digital landscape as content creators continue to conquer, more and more, expressive numbers of followers who identify with and trust their content. The survey indicates that most connected Brazilians (92%) tend to frequently apply tips and advice from influencers and 65% of Internet users consume content produced by them on a daily basis.
The research points out that the consumption of content by influencers takes place through various media formats, with short video (such as Shorts, Reels, Tiktok) being the most attractive format. Short videos make them especially effective in creating advertising and marketing strategies.
When it comes to advertising through influencers, 58% of respondents said that publications are interesting for discovering new products. When we talk about conversion, 82% of respondents say they have already purchased a product or service recommended by a creator.
The survey was released today during the IAB AdTech & Branding event, which is one of the main meeting points for digital advertising in Brazil. This year’s edition brought, among other topics, a rich discussion on the creator market scenario, providing important information for building effective strategies with digital communities.
“We are happy to present the results of our research during the IAB AdTech & Branding 2023 event. The Creator Economy is becoming increasingly relevant in digital advertising and it is necessary to develop technical standards and good practices for this segment”, said Cris Camargo, CEO from IAB Brazil.
The research study contributes to the understanding of this new economy from the perspective of the consumer. And as consumers increasingly look to creators for inspiration and guidance, understanding the nuances of their interactions is critical to staying ahead in an ever-moving digital landscape.
(Image credits: SOCIAL . CUT/Unsplash)
