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brands & creators
The Future. Rather than paying flat fees to influencers for social media posts, more brands are turning to creators to promote products with affiliate links. This revenue-sharing model lets influencers earn a percentage of the conversions they drive through those links, allowing brands to track sales. If a brand’s objective is conversion, it might prioritize micro-influencers for the greatest business impact.
Feeling confident about ROI
Amid economic uncertainty, affiliate programs have become very appealing to brands.
- Of 3,500 marketers, 53% say they pay creators based on the “percentage of sales” they drive through their social content — up from 42% in 2022.
- 19.6% say they give influencers a flat fee for their content — down from 49% in 2022.
Spending dollars on conversions
Brands are focusing on creators who meaningfully impact the consumer purchasing journey.
Remarkably, nano-influencers are emerging as marketing talents that actually convert. While mid-tier and mega-influencers contribute to brand awareness, the little guy (or girl) is driving sales in a big way. In fact, they convert 45 to 50% more than a macro-influencer. We Stan that.
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