Sponsored social continues to demonstrate its value to marketers and influencers, according to new research from content marketplace IZEA’s sixth annual State of Sponsored Social report, conducted in partnership with research firms Halverson Group and The Right Brain Consumer Consulting. The study found that 52 percent of companies now have a stand-alone sponsored social budget for their brand, and find sponsored social to be in the top three most effective marketing investments they make.
For the first time, the study also surveyed consumers to see how they feel about sponsored social, a sentiment that has never before been measured in the industry. Data shows that not only are social media users noticing more sponsored content in their social feeds—an estimated three sponsored messages per day—but consumers also perceive these sponsored messages to be equally or more effective than TV commercials.
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From Ted Murphy, IZEA Founder & CEO
“For the second year in a row, marketers are seeing the value in leveraging content creators to reach their target audiences in authentic and original ways,” said Ted Murphy, chairman and CEO of IZEA, in a news release. “We have created the ‘creator economy,’ a place where content has real power. Sponsored content has the ability to dramatically change the trajectory of conversations and sentiment for and about brands—we have the power to send products flying off of shelves.”
