Tag: Billion Dollar Boy

Global Ad Spend Surges on AI Creator Content Despite Growing Consumer Resistance to AI ‘Slop’

Stuart Mitchell

New independent research by global creator-first social agency, Billion Dollar Boy, reveals rising investment in creator content that utilises generative AI with four in five marketers (79%) increasing spend in the last 12 months. A further three quarters (77%) of marketers plan to divert a greater proportion of advertising budgets from traditional creator content – content produced exclusively by humans – and (77%) from other marketing channels to generative AI-powered creator content in the next twelve months. Three quarters (76%) of marketers also believe AI will increase total creator economy…

Read More

Billion Dollar Boy becomes the first and only creator marketing agency to achieve IPA Effectiveness Accreditation

Stuart Mitchell

Global creator-first social agency, Billion Dollar Boy, has been recognised in the prestigious IPA Effectiveness Accreditation for 2025-27 – becoming the first and only creator marketing agency to achieve Accreditation. Widely considered the industry’s most challenging Accreditation to achieve, only 56 agencies have been recognised for the award by The Institute of Practitioners in Advertising since the biennial programme’s inception in 2021. Accreditation is awarded to agencies that “demonstrate their commitment to business effectiveness and deliver commercial outcomes for clients, setting an industry benchmark.”  The recognition is not only an…

Read More

Billion Dollar Boy Research Uncovers Measurement Disconnect Undermining Creator Marketing Performance

Stuart Mitchell

New independent research by global creator-first social agency, Billion Dollar Boy, reveals an important disconnect between how creator marketing objectives are set and how success is measured – highlighting a structural gap that could undermine the channel’s full potential.  Surveying 2,000 senior marketers across the US and UK, the research finds that while creator campaigns are primarily designed to build brand awareness and reach new audiences, success is most often measured by ROI and customer acquisition. This tension between creative intent and performance expectations may be limiting both effectiveness and…

Read More

Burnout Emerges as a Barrier to Growth in the Creator Economy with Half of Creators Suffering

Stuart Mitchell

New research from global creator-first social agency, Billion Dollar Boy, reveals that burnout is a widespread and persistent challenge for creators, with growing implications for the long-term health of the creator economy. The study found that more than half (52%) of creators have experienced burnout as a direct result of their career, leading nearly two in five (37%) to actively consider leaving the profession altogether. The findings are based on a survey of 1,000 creators and 1,000 senior marketers across the US and UK, and paint a picture of an…

Read More

Managing Creator Relationships Identified as Top Concern for UK Marketers When Scaling Creator Campaigns

Stuart Mitchell

With the global creator marketing industry projected to grow in value by 36% this year, new independent research by global, creator-first social agency, Billion Dollar Boy, reveals that more than half (52%) of UK marketers are now investing in excess of £765K ($1M) annually in creator marketing.  As investment scales up, the research reveals marketers’ preferred agency partners to navigate a more complex and competitive creator economy, while also revealing the most common challenges they face, which threaten to limit the channel’s full creative and commercial potential. Marketers Invest in…

Read More