so more on content creators than other advertising ways?
idk but I could never guess AI or software at 28%! just doesnt sit right w me lol
Creator campaigns are much harder to attribute cleanly than search or paid social so an increase like this one means finance teams must be getting more comfortable with imperfect attribution
“3.75x” is doing some heavy lifting here lol. Going from 0.4% to 1.5% is definitely a real trend, but it’s still a pretty small part of the overall marketing budget. The more interesting part is AI/software companies apparently realizing that B2B buyers also scroll TikTok after work.
brands know certain niche creators outperform broad paid socials for some of their certain products
the thing I like about data like this from Ramp is the fact they base it on (in this case) card transactions and not small sample surveys
Worth flagging this is Ramp card data, so it’s their customer base rather than the market. Ramp itself has grown a lot since 2023, and unless that’s controlled for, part of the 3.75x is just more companies using Ramp.
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so more on content creators than other advertising ways?
idk but I could never guess AI or software at 28%! just doesnt sit right w me lol
Creator campaigns are much harder to attribute cleanly than search or paid social so an increase like this one means finance teams must be getting more comfortable with imperfect attribution
“3.75x” is doing some heavy lifting here lol. Going from 0.4% to 1.5% is definitely a real trend, but it’s still a pretty small part of the overall marketing budget. The more interesting part is AI/software companies apparently realizing that B2B buyers also scroll TikTok after work.
brands know certain niche creators outperform broad paid socials for some of their certain products
the thing I like about data like this from Ramp is the fact they base it on (in this case) card transactions and not small sample surveys
Worth flagging this is Ramp card data, so it’s their customer base rather than the market. Ramp itself has grown a lot since 2023, and unless that’s controlled for, part of the 3.75x is just more companies using Ramp.
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