2011 State of Social Media Sponsorship Report

My friends over at IZEA have released its 2011 State of Social Media Sponsorship (SMS) Report. The report includes data from IZEA’s June 2011 survey of nearly 4,000 individuals; including marketers and social media consultants, blog or Twitter content publishers, and advertisers.

Comparing 2011 to 2010 survey data illustrates an increase in adoption of SMS as a more standard practice by both publishers and advertisers. For 2011, 62.8 percent of participating publishers received compensation for a post or series of posts compared to 57.6 percent of respondents in 2010. Publishers surveyed in 2011 were also asked if they monetize their social media efforts through any means, with 91.1 percent answering “I do or would do”, compared to 88.4 percent in 2010.

Among the marketers group surveyed, 51.5 percent reported giving a social media publisher some type of reward that came with the expectation of the publisher mentioning their client’s brand on a social network. Among the different types of available social content, sponsored blogs remain the most frequently used social media sponsorship medium, followed by sponsored Tweets.

The report polled publishers regarding what they consider to be the most important factor when considering an advertiser’s SMS offer. “Quality of Advertiser” ranked as the number one reason, with more than 60 percent of the respondents ranking it as “Most Important.” For advertisers who were polled on their most important factor when considering a publisher SMS offer, “Quality of Content” was the highest ranked reason. “From our report, we see that advertisers are consistently looking for top content, and are willing to pay more to bloggers or Tweeters who use that content to engage a quality audience,” said Ted Murphy, CEO of IZEA. “And for the content publishers, they are clamoring to work with the top advertising brands, and will actually accept reduced payments in order to gain the prestige that can come from identification with those brands.”

Both Twitter publishers and advertisers were asked to estimate the value of a sponsored Tweet from the account of the publisher, with the survey reflecting a $134 and $63 value for each respective group. For sponsored blog post content, publishers noted a value of $190 and the advertiser group’s average was $147. “The data regarding Tweets reflects the difficulty for each party to quantify real value,” said Mr. Murphy. “IZEA’s marketplace reduces values down to performance, and gives a more realistic per-Tweet pricing picture for both parties, eliminating any disconnection. The market for blogs is more mature, thus the much narrower gap in value estimates between both groups. Our platform allows pricing to reach equilibrium where advertisers feel they receive quality exposure and publishers are fairly compensated.”

Respondents were asked about their awareness of FTC guidelines covering endorsements in social media. For 2011, the PR, social media consultants and marketing professionals group saw only 24.4 percent of respondents answer “Read and Understand” compared to 29.9 percent in 2010. Awareness among publishers also declined, with 24.7 percent answering “Read and Understand” compared to 29.5 percent in 2010.

“Our 2011 State of SMS Report clearly illustrates some key growth trends for our early-stage industry” said Mr. Murphy. “Social media sponsorship is a very targeted and personal way for advertisers to reach the right audience and for publishers to earn money from their blogs or Twitter accounts. Our platform gives both parties a secure marketplace with equitable pricing and strict adherence to FTC guidelines regarding the disclosures required for sponsored content.”

To download the full report please visit http://www.izea.com/sms2011.

39 thoughts on “2011 State of Social Media Sponsorship Report”

  1. This iind of information is quite useful, if you are planning for advertisments and confuse to take decision.

    1. PPC Ian says:

      Totally agree. Also, the info is presented to so well. I’m really impressed with IZEA’s graphics (on their site and the snapshots of the report). Well done for sure!

      1. Virtual Tour says:

        They do a really good job!

        1. Whitney says:

          I agree wholeheartedly!

  2. Phil says:

    Valuable information. Good estimates. You see, thereยดs money to be made with sponsored tweets … Even if nobody reads them ๐Ÿ™‚

  3. Great estimates.I did get many tricks in your post & inspired from this point that right audience and for publishers to earn money from their blogs….
    Thanks for the info.

  4. Gift Ideas says:

    social media is biggest state. the tweet are very good option.
    I like your great post.

    1. Gift Ideas says:

      Social Media is global village. twitter so reduce it.

  5. MykeTech says:

    Social media is one of the most powerful ways to promote your business/blog and build credibility.

    1. No doubt Myke & it’s a unique information for everyone ..!!!

  6. Wao! this is quite an interesting document to download.

  7. Social media also has a positive or negative effect on education..!!

  8. Really good post & knowledgeable, . Knowledge is one of the most valuable things in the world, that’s why would like to say thanks for sharing with us.

  9. fas says:

    Social media is catching up, so are the advertisers.

    1. Virtual Tour says:

      Yup, the are def getting smarter.

    2. Yeah agreed & have you heard about Social Media Marketing SMM, Social Media Marketing SMM experts acquire public awareness of your website, product or service, via social media platforms like Facebook, Twitter, WordPress, Blogspot, and many more.

  10. Social media is an big event program we all should take part and get some informations

  11. Essays says:

    Conversion ratio through social medic advertising is not good. I had scammed once by a social media advertiser. In return, i just received fake clicks.

    1. sometimes it happens if we are not into the right event with right person

  12. fazal mayar says:

    this is really interesting , im surprised at the blogging for a living part. Who wouldnt blog for a living ๐Ÿ™‚

  13. All information and statistics are good, you just have to read the right way.

  14. Erwin Miradi says:

    Good estimation. Thanks for sharing the info.

    1. Virtual Tour says:

      No problem, glad you liked it ๐Ÿ˜‰

      1. Yep good! Thanks for sharing the infos.

  15. I appreciate your hard work & thanks for this article.

  16. Virtual Tour says:

    Thanks for the great post! I love IZEA a very forward thinking company.

  17. Social media its best place where we can receive most of the traffic

  18. PPC Ian says:

    Anyone here own shares in IZEA? It’s now a publicly traded company as John pointed out in one of his prior blog posts.

  19. Well John worth appreciated post indeed..keep it up.

  20. if we take part in social media it will help us to learn something new techniques

  21. every blog holders should take part in social media campaign so its help us to learn something new

  22. Not good to remove my good comments.

  23. This Financial blog is good to aware us.

  24. Print media could also be helpful for this.

  25. taking part in social media campaign will help us to learn a lot

  26. Gift Ideas says:

    There is nice report about social media. I appreciate it.

  27. who2india says:

    This info can be useful..

  28. Mochamad says:

    Yup. I think the social Media like face book and twitter are very important to increase the rank of our blog. Thank John.

  29. Gift Ideas says:

    Nice report here. Thanks.

Comments are closed.