Infographic: Over Two-Thirds of Marketers Have Influencer Experience

Meanwhile, less than half have used TV advertising

Influencer marketing is becoming nearly as much of a staple as content marketing, while TV advertising is trailing behind. - Credit by Getty Images
Headshot of Sammy Nickalls

A few years ago, influencers may have seemed like they’d just be a flash in the pan, but the marketing approach is becoming an established technique that only continues to increase among advertisers, according to new research from IZEA’s 2018 U.S. State of the Creator Economy Study.

The report found that influencer marketing is becoming nearly as much of a staple as content marketing, while TV advertising is trailing behind. “Over two-thirds of practitioners now have had direct influencer marketing experience, while less than half have had experience with TV advertising of any kind,” said Ted Murphy, founder and CEO of influencer marketing platform IZEA. “That is a notable shift from previous eras of ‘TV-first’ thinking.”


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This story first appeared in the November 26, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.