Whether you’re an influencer or a brand, the concept of the creator marketplace brings with it some appeal. For the content creators out there, the opportunities to work directly with brands can be a lifeline. That’s especially true when you’re growing your audience from micro- to mid-tier or mid-tier to mega influencer.
For brands, creator marketplaces mean simple integrations to support creator content with amplification through paid spend, and easily integrated analytics … no chasing screen shots or performance numbers from creators after the fact.
But the transparency in pricing in creator marketplaces also drives costs down over time. I know when I look through creator marketplaces for clients, I often look for 2-3 lower-cost creators that equal the impact of one with a larger following and larger fee. Eventually those larger fee influencers catch on and lower their rates to stay competitive.
So creator marketplaces are a boon for brands that often struggle with paying one influencer as much as it can cost to hire an entire agency to create an ad campaign. And over time, creator marketplaces mean the cost to the brand becomes more efficient.
While there seems to be good and bad for both creators and brands in the creator marketplace model, there are a few of us who know in the long-run, creator marketplaces will kill creators.
I’ll explain how and why I know, in today’s commentary.
Today’s episode is presented by Tagger. It is a complete influencer marketing solution. You can find out more for yourself at jasonfalls.co/tagger.
In this episode, we visit with Meredith Jacobson from We Are Boosters, about how she uses Tagger.
To start building your own experiences with my influencer marketing software of choice, go to jasonfalls.co/tagger today.
The Winfluence theme music is “One More Look” featuring Jacquire King and Stephan Sharp by The K Club found on Facebook Sound Collection.
Don’t Miss The Most Amazing Social Media Event of 2022!
Join me in San Diego, March 14-16 for three of the most amazing days you’ll ever spend at a conference. Social Media Marketing World grew from a few blog posts on Social Media Examiner years ago (I was one of the authors). That content became webinars of helpful social media how-tos and ideas. Then what became the largest and most impactful social media conference on the planet was born.
Join me and a Who’s Who of social media marketing experts and thinkers as we dive head-first into 2022 and help your business know more, do more, measure more, and succeed more. Just click on the registration button below and sign up! You can attend in person or virtually and even access recorded sessions after the event, all for discounted prices since I’m speaking. See you in San Diego!