15-25% of brand marketing budgets moving towards creator economy: IIGC

According to a report by IIGC, 15-25% of brand marketing budgets are expected to shift towards the creator economy. This trend is likely to impact how brands allocate their marketing resources and engage with creators. The report suggests that brands are recognizing the value of partnering with creators to reach their target audiences.

This shift in marketing budgets matters for social commerce as it indicates a growing recognition of the importance of creator-led marketing and the role of social media in driving sales. As brands invest more in the creator economy, we can expect to see more shoppable content, affiliate marketing, and influencer partnerships on social media platforms. This trend is likely to drive growth in social commerce and create new opportunities for creators and brands to collaborate.