51% of Creators Have Already Commenced Holiday Content Latest Commerce Creator Lighting Survey by URLgenius & impact.com Identifies Creator and Brand Insights Poised To Shape The Season
Industry pioneer in intelligent app linking, URLgenius, and impact.com, the world’s leading partnership management platform, joined forces to unveil key insights from their latest Commerce Creator Lightning Survey1. The findings spotlight new opportunities for Brand Marketers to align with Commerce Creators and thrive amidst the evolving consumer holiday shopping behavior and challenges of a nervous economy.
"In this climate, Commerce Creators have a direct impact on audience buying decisions and brand loyalty, as shoppers become more selective with their spending," said Brian Klais, CEO & founder of URLgenius. "While 51% of creators have begun their holiday campaigns, brands still have time to refine partnerships and position themselves for success in 2025."
Key insights from the Commerce Creator Lightning Survey include:
Fierce Competition:45% of creators say rising competition for audience attention is their top challenge this holiday season
The pressure to produce fresh content (25%) and to maintain a work-life balance (23%) were also notable challenges.
Compensation Balancing Act:47% of brands prefer flat-fee with performance bonuses, with nearly half of creators citing rate negotiation as their biggest challenge in working with brands.
The silver lining? Pay-per-post plus commission emerged as the top compensation model across all follower counts, offering a win-win by sharing both risk and reward.
Unease of the Unknown:Both parties rely on measurement to illustrate success, but are concerned with it being outside their control. For brands, sales figures and engagement metrics ranked first and second respectively when assessing the success of an influencer marketing campaign with 41% citing difficulty in measuring campaign effectiveness as a common challenge.
For creators, 64% marked shifts in social media algorithms changing as their top concern in the next year, impacting their income and business.
Creative Differences:While over half of brands surveyed value strong creative control, 35% of creators prefer complete creative freedom to keep content authentic for their audience. Both sides must balance brand safety with a creator's authenticity to foster trust.
40% of brands surveyed prioritized brand fit when selecting creator partners. Marketers must look beyond follower counts to build lasting partnerships, which both Creators and Brands ranked as the most effective collaboration.
“September is not over and we’re already seeing half of creators actively share holiday content, indicating that brands should be engaging with influencers now, to leverage a cost-effective and ROI-driven channel that aligns with how today’s buyer makes purchases,” said Cristy Garcia, impact.com Chief Marketing Officer. “We’ve seen when brands and creators come together to create and share authentic content, including trusted reviews and recommendations today’s shoppers seek out before making a purchase, they can build stronger connections with consumers and ultimately drive conversions.”
Click here for additional insights and data from URLgenius & impact.com Creator Commerce Lightning Survey.
About URLgenius: URLgenius is the premier, patent-protected global app-linking platform that empowers marketers and creators of all sizes to create fluid app-to-app linking experiences to enhance engagement, conversions, and affiliate commissions.
Having facilitated over $1.3 billion in e-commerce sales in Q4 ’23 alone and ranking No.184 in the 2024 Inc. 5000 fastest-growing software companies, URLgenius is renowned for its innovative approach that foregoes the need for SDKs, URLgenius offers unparalleled reliability, speed, and flexibility, all while prioritizing privacy.
Favored by leading content creators, agencies, and brands worldwide, URLgenius reduces friction for the end user when linking to apps and websites from social media, and digital and traditional advertising. Receiving Best Influencer Marketing Technology at the Global Influencer Marketing Awards, URLgenius was also a Top 30 Influencer Technologies recipient for our cutting-edge platform and tools revolutionizing the influencer marketing landscape. Connect with us as we continue to evolve alongside the influencer ecosystem with even more groundbreaking solutions on URLgenius.com, learn best practices on our blog, and follow us on LinkedIn.
About impact.com:
impact.com is the world’s leading partnership management platform, enabling businesses to easily create, manage, and optimize all types of partnerships to effectively acquire customers. impact.com offers a unified platform that connects brands, publishers, and communities with award-winning products including Performance, for affiliate marketing, Creator, for influencer marketing, and Advocate, a customer referral solution. Customers increasingly trust third-party validation and seek recommendations from trusted sources before making a purchase. impact.com helps brands partner with affiliates, creators, content publishers, customer advocates, other businesses and more, who meet these consumers where they are with authentic commerce content, reviews and recommendations. impact.com supports over 225,000 active and productive partnerships for more than 4,000 of the world’s leading brands including Walmart, Uber, Shopify, Lenovo, L’Oreal, Fanatics and Levi’s. Learn more at www.impact.com.
1About Commerce Creator Lightning Survey Data: URLgenius & impact.com Commerce Creator Lightning Survey was conducted from August 15, 2024 - September 4, 2024, across 143 brands and 148 URLgenius client creators. Brand Respondents: 66% of brand respondents surveyed stated they oversee both their affiliate and influencer marketing teams with nearly 50% having their influencer and/or affiliate marketing programs for at least three years and 60% stating it is very important to their marketing mix. Client Creator Respondents: 51% of respondents’ follower count is between 100K-500K with 74% identifying it as a career. Nearly all creator respondents selected affiliate commissions as their primary source of income, while ad revenue (36%) and selling their own products & services jumped dramatically YoY.
