Mavrck's New Creator Compensation Reports Shows More Indicators of Brand Evolution

The influencer marketing landscape is changing. Now, that’s not a statement many people would find alarming. It’s always changing. But when you watch the industry like I do and for as long as I have, you see the tea leaves. And when they perk up a certain way, you sense a change is a brewin’.  Mavrck is out this week with its annual Creator Compensation Report. It’s a yearly survey of several hundred content creators that asks specific questions about how much they make, what type of work fuels that revenue, what kind of brand deals are they working and the like. It’s usually an insightful measuring stick to see where your brand is trending … are you paying well enough or not enough … are you offering the types of value others are and such. I started telling you about six months ago that the brands I and CIPIO.ai were working with had started to shift what they were asking for. Many were foregoing the traditional ask for influencer marketing collaborations, opting instead for just user-generated content.  Brands want content to fuel their paid and organic social. That’s good for companies like CIPIO.ai. We go get UGC on scale for brands. But it’s not a great sign for influencers who monetize their audience as much as their content.  Now, that alone is only one tea leaf if you will. And influencers can still create content for payment and still benefit from UGC-driven campaigns.  But Mavrck’s new Compensation Report has a few more tea leaves turning up of interest. Rachael Cihlar is Mavrck’s vice-president for corporate communications and public relations. She is busy getting this handy compensation report out to folks, but took some time to visit with me to go over some of the findings and talk about their implications. Some things I explore with her include these nuggets, surfaced by the report: The rates offered by brands are lower than previous years Affiliate compensation offers seem to be on the rise More than half of creators say affiliate income is a part of their array of earnings Does this mean brands are starting shift away from sponsored content and brand collaboration deals in favor of more performanced-based compensation? Or are these numbers just a settling of the market? Only time will tell, of course, but the time we have with Rachael today gave me the opportunity to ask how she interprets the data. She and I do that on this episode. Links for this Episode: Rachael Cihlar on LinkedIn: https://www.linkedin.com/in/influenceexpert/ Mavrck’s Website: https://mavrck.co/ Mavrck’s 2023 Creator Compensation Report: https://info.mavrck.co/creator-compensation-report-2023 Scale UGC with CIPIO.ai: https://jasonfalls.co/cipio This episode of Winfluence is presented by CIPIO.ai. We are helping brands transform their digital marketing with user-generated content videos and images at scale. Come see us at CIPIO.ai. If you want me to personally show you the platform and how we can solve your digital marketing performance problems with high-performing UGC, just go to jasonfalls.co/cipio … fill out that form and I’ll personally set up time to chat with you. Learn more about your ad choices. Visit megaphone.fm/adchoices

Om Podcasten

There's a different in having TikTokers and Instagrammers post about your brand and actually driving influence. Welcome to Winfluence - The Influence Marketing Podcast, where we explain the difference and help your brand shift from influencer marketing to influence marketing. Hosted by industry expert Jason Falls, acclaimed author of "Winfluence: Reframing Influence Marketing to Ignite Your Brand," this podcast takes you on a strategic journey through the world of influence marketing. Jason's wealth of experience ensures that your influence efforts are not just about buzz, but also about real, measurable business impact. And you'll learn that influence marketing (without the 'r') is more than just social media. It can involve offline influence, media, thought leaders, community members and beyond. 🎙️ Episode Highlights: Join us as we dive deep into enlightening conversations with a diverse range of guests, including brand managers, agency strategists, software vendors, and influencers themselves. Get ready to uncover the intricacies of the art and science behind influencing audiences to take action, whether that's trying, buying, or thinking differently. 🔥 What You'll Explore: 📊 Strategic Insights: Gain a new perspective on influence marketing by understanding how to align your influence efforts with concrete business objectives. From increasing brand awareness to driving tangible sales, we unveil the strategic keys to success. 🤝 Collaborative Brilliance: Delve into the secrets of successful collaborations as we chat with brand managers and influencers who have perfected the delicate dance of co-creation. Discover how authenticity, alignment, and creativity drive powerful partnerships. 🔬 The Influence Science: Explore the science behind influence, dissecting the psychological triggers that inspire action. Learn how to craft messages that resonate deeply with your target audience, prompting them to engage, purchase, and advocate for your brand. 🌐 Beyond Online Borders: Dive into the world of offline influence and discover how it complements digital strategies. Unearth the strategies that translate seamlessly from online to offline, creating a unified brand presence that captivates audiences across all touchpoints. 📚 Learn from the Best: Benefit from the wisdom of industry leaders who have mastered the delicate balance between utilizing influencers and creating genuine influence. Gain practical insights that empower you to create meaningful, lasting connections. 🚀 Stay Connected and Informed: If you're committed to turning influence into impact, Winfluence is your one-stop source of inspiration and knowledge. Subscribe now to receive a steady stream of episodes that will revolutionize the way you approach influencer marketing. 🎧 Where to Tune In: Listen to Winfluence wherever you get your podcasts or watch the show on its Tuesday streams at 11 a.m. ET/8 a.m. PT on YouTube, Facebook, LinkedIn and on @jasonfalls's Twitter stream. 📲 Engage and Connect: You can find Jason Falls on most social media platforms @jasonfalls or look for Winfluence on YouTube or Facebook.