Re:View takeover: IAB's Jack Koch reveals how to make the most of the creator economy opportunity

Creator content is more than an awareness driver [THE INTERSECTION OF MARKETING INSIGHTS AND VIDEO CULTURE] [YouTube Re:View] The outsized impact of creator content TLDR: Creators drive results across every stage of the purchase funnel - Trust in creators drives high consideration and brand favorability - Ads on creator-driven platforms expedite the consumer journey - Creators transform consumers into advocates [Featured Guest Jack Koch] T H E I N S I G H T S Creators’ effect on the consumer journey In the last edition, Re:View shared insights from our new report conducted in partnership with Talk Shoppe, "[The Creator Economy Opportunity: Where Authenticity Meets Impact]()." The research revealed the [emergence of a new status quo](): marketers agree that creator-driven content can be considered a quality, premium advertising vehicle. Inspiring consideration Creators foster trust with their communities through relatability and authenticity. When consumers see a brand aligned with a creator that’s part of their daily media life it builds brand consideration, favorability, and intent. Consumers readily envision themselves using the product and are motivated to learn more. Accelerating the path to purchase By allowing brand awareness and consideration to coalesce seamlessly, creator content ads collapse the purchase journey, enabling consumers to make quicker and more decisive purchases. According to our findings, 52% of surveyed consumers say creator content helps them decide what to purchase compared to 35% for studio-produced content.1 [52%] of surveyed consumers say creator and influencer-produced content helps them decide what to purchase Driving post-purchase advocacy It’s a common misperception that creator content only impacts awareness, but our research shows it’s also a powerful tool for the entire journey – down to loyalty and advocacy. Brand favorability and purchase confidence built through creators result in more loyal consumers who are stronger brand advocates and can lead to powerful, long-term consumer relationships. In fact, creator content is more effective at increasing loyalty than studio-produced content at the post-purchase stages of the purchase journey.2 The evidence is undeniable. Creator content is pivotal to transforming marketing strategies, and we’re excited to see how brands will continue to tap into creator-driven platforms to drive tremendous consumer impact. [READ MORE]() How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Has this been forwarded to you? [SUBSCRIBE TO RE:VIEW]() [YouTube]() [X]() [LinkedIn]() Sources 1-2 IAB/Talk Shoppe, United States, IAB Creator Economy Study study, n=400 Advertisers & n=2,001 Consumers; Surveys were in field September 19th to October 2nd, 2023 (Advertiser) & September 15th to September 29th, 2023 (Consumer) This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGRs8WKCcnoEcTl7iCuJOozxClUPc5dnyQgc3BrI2RD383BjDqye_-xX6sDmTVUNO8Enm7z1oM=). © 2024 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066