Social Media Marketing

IZEA Research Discovers 56% of Social Media Influencers Currently Participate in the Metaverse

IZEA Worldwide, Inc., the premier provider of influencer marketing technology, data, and services for the world’s leading brands, released its latest research initiative, “Influencing the Metaverse.” The U.S. consumer study examines how social media influencers are leading the way into virtual worlds.

IZEA fielded the study Nov. 17-18, 2021. Results are based on the responses from 1,034 U.S. internet users ages 18 to 60-plus. The report is the first in a series of research studies focusing on influencers’ key roles in adopting new trends, technologies, and platforms in and around the metaverse.

Key Insights for Influencers and the Metaverse:

  • 60% of social media influencers see themselves as creators in virtual worlds.
  • 72% say they are considering or are already making money in the metaverse.
  • 85% have played virtual world games like Minecraft and Fortnite.

Key Insights for Consumer Adoption of the Metaverse:

  • Top activities of those looking to participate in the metaverse include gaming (68%), exercising (53%), and watching media (48%).
  • When asked what is holding consumers back from joining the metaverse, 20% said they are waiting for virtual reality (VR) technology to become more affordable and 12% are waiting for VR tech to improve.
  • 66% of consumers looking to join the metaverse expect to purchase a VR device in the next three years.

Key Insights for Brand Sponsorships in the Metaverse:

  • 90% of influencers and 72% of social media users support brand sponsorships in virtual world games.
  • 73% of all respondents who have played virtual world games have seen sponsorships in those games, and 42.2% remember the brand names.
  • Respondents named Chipotle, Coca-Cola, Clorox, Google, Marvel, Cartoon Network, Nike, Red Bull, Skillshare, and Skittles as brands they have seen in the metaverse.

Key Insights for Brands that are Building the Metaverse:

  • 15% of social media influencers and 6% of social media users surveyed own VR devices.
  • Of the consumers surveyed who already own VR devices, 50% own a PlayStation VR, and 48% own an Oculus (Meta) Quest 2.
  • Consumers rank Apple and Amazon above Facebook, Microsoft, and Sony as the brands they believe will build the most compelling virtual reality experiences of the future.

We believe the future of virtual worlds is as vast as the web itself and will fundamentally alter brand collaborations and how they are executed. Our research shows that influencers are early adopters of these new platforms and share our excitement around the opportunities available in the rapidly developing metaverse. IZEA has already been executing collabs in the metaverse with customers and expects this trend to accelerate as adoption spreads.”

Ted Murphy, founder and CEO of IZEA

All product names, logos, and brands are the intellectual property of their respective owners. All company, product, and service names used in this press release are for identification purposes only. Use of these names, logos, and brands does not imply endorsement or partnership.

About IZEA
IZEA Worldwide, Inc. (IZEA) is a marketing technology company providing software and professional services that enable brands to collaborate and transact with the full spectrum of today’s top social influencers and content creators. The company serves as a champion for the growing Creator Economy, enabling individuals to monetize their content, creativity, and influence. IZEA launched the industry’s first-ever influencer marketing platform in 2006 and has since facilitated nearly 4 million transactions between online buyers and sellers. Leading brands and agencies partner with IZEA to increase digital engagement, diversify brand voice, scale content production, and drive measurable return on investment.


Cloud (Saas) technology is known for being a cost-effective solution with quicker implementations, minimal use of hardware, and low maintenance costs. For your indirect tax function, regardless of whether you use native ERP functionality or an integrated on-premise tax engine to calculate tax, there are both external and interna


Cloud (Saas) technology is known for being a cost-effective solution with quicker implementations, minimal use of hardware, and low maintenance costs. For your indirect tax function, regardless of whether you use native ERP functionality or an integrated on-premise tax engine to calculate tax, there are both external and interna

Related News

Channel Partnerships

Acxiom Clinches 2023 Salesforce Partner Innovation Award in Travel

Acxiom | October 13, 2023

Acxiom gets awarded for boosting Heathrow Airport's efficiency with Salesforce solutions. Acxiom's EMEA Head is grateful for the recognition, emphasizing commitment to customer-centric innovation. Heathrow commends Acxiom's Salesforce-driven impact on revenue and customer engagement. Acxiom, renowned for its excellence within the Salesforce ecosystem, has been granted the esteemed Salesforce Partner Innovation Award in the sectors of transportation, travel and hospitality. The company's pivotal role in driving the transformation of Heathrow Airport's operations through the optimization of Salesforce Marketing Cloud and Data Cloud investments led to an increase in customer satisfaction, operational efficiency, and a substantial return on investment. Jason Skelton, Acxiom's Head of Alliances and Solutions for EMEA, expressed his gratitude and reportedly stated, We are incredibly honored to be recognized with a Salesforce Partner Innovation Award for our work with Heathrow. This accolade reflects Acxiom's commitment to the innovations achieved through our work with Salesforce. Together, we’ve unlocked new growth opportunities for our clients and set the benchmark for data-driven, customer-centric solutions. [Source – Business Wire] Peter Burns, the Director of Marketing, Digital, and eCommerce at Heathrow, expressed that their collaboration with Acxiom had been transformative for Heathrow. He noted that Acxiom's expertise had enabled them to fully utilize the potential of Salesforce, leading to enhanced customer engagement and substantial revenue growth. He also mentioned that they believed the recognition was well-deserved and looked forward to a continued collaborative journey. Steve Corfield, Executive Vice President, Global Alliances and Channels and Emerging Technologies at Salesforce, emphasized the crucial role that partners like Acxiom play in facilitating digital transformation and AI adoption within the Salesforce ecosystem, thereby enhancing customer experiences. According to a study by IDC, the impact of Salesforce's ecosystem will result in 9.3 million new jobs and $1.6 trillion in new business revenue by 2026. For every $1 Salesforce earns, the ecosystem is expected to grow by $6.19. More than 90% of Salesforce's customers utilize partner apps and experts, contributing to the continuous expansion of the Salesforce ecosystem through innovations in AI, data, and CRM. The Partner Innovation Awards, now in their eleventh year, recognize the substantial contributions made by Salesforce partners across various clouds, industries, and the broader partner program. These partners include consulting firms, digital agencies, resellers, and ISV partners. While the collaboration between Acxiom and Heathrow Airport has led to significant improvements in customer satisfaction and operational efficiency, there might be potential concerns about the exclusivity of the solution for larger entities. Small and midsized companies within the transportation, travel, and hospitality sectors might find it challenging to implement similar Salesforce solutions due to cost constraints and the need for specialized expertise. Acxiom's successful integration of Salesforce Marketing Cloud and Data Cloud solutions at Heathrow Airport demonstrates the potential for similar enhancements in other sectors. The collaboration highlights the capability of Salesforce's ecosystem to drive substantial returns on investment, enhance customer engagement, and streamline operations. Additionally, Acxiom's recognition emphasizes the potential for similar success in other partnerships and industries by showcasing the positive effects of customer-centric innovation and data-driven solutions.

Read More

Channel Partnerships

Klarna Expands Marketing Solutions Through Partnership with Rokt

PR Newswire | October 23, 2023

Rokt, the leading ecommerce technology company using AI to make transactions more relevant to each shopper, today announced its partnership with Klarna, the AI powered global payments network and shopping assistant. Through the partnership, Klarna will leverage Rokt's advanced technology to unlock new marketing solutions for retailers and drive even more relevant experiences for consumers on Klarna's AI-powered shopping app. Rokt's ecommerce solution enables companies to unlock additional revenues, acquire consumers at scale and deepen relationships with their existing ones. The company uses advanced machine learning to present highly relevant offers to each shopper in the final stages of an ecommerce transaction, when they are most likely to convert. We are thrilled to partner with Klarna, which has been such a trailblazer in payments and is well known for engaging consumers in a meaningful way, said Elizabeth Buchanan, Chief Commercial Officer of Rokt. By delivering relevant offers to shoppers on Klarna's shopping app, Rokt will expand Klarna's marketing solutions across all categories, create deeper consumer connections and drive incremental profit. Klarna and Rokt's partnership offers brands the ability to target consumer segments by demographic and location, ensuring ads shown are relevant and compelling to the shopper. This new offering also allows Klarna shoppers to access valuable and relevant offers from brands such as Hulu, HelloFresh and AdoreMe. "We are dedicated to expanding Klarna's role as a growth partner for retailers and continuing to offer consumers tailored shopping experiences that meet their preferences," said Kristina Elkhazin, Head of North America, Klarna. "Rokt's technology will complement our own AI-powered shopping feed and create incremental value for both our retail partners and our shoppers." Retailers and brands are leveraging Klarna's marketing and ad solutions to put their message in front of the company's US network of 37 million highly engaged and loyal shoppers. By partnering with Rokt, Klarna aims to offer retailers another opportunity to connect with their target audience and maximize conversion, while creating more curated shopping experiences for consumers.

Read More

Marketing Strategy

Okta Embraces a Partnership-Driven Strategy as its Latest Approach

Okta | September 08, 2023

A new Okta channel executive underscores the need to utilize partners on a larger scale than ever before. Okta is aligning itself with the trend of vendors embracing a partner-centric approach. James Bradley cited Okta's recent Q2 financial report, in which CEO Todd McKinnon outlined plans to surpass the company's current $2 billion valuation. Okta has declared a substantial strategic shift, signifying a deep-seated commitment to utilizing partnerships as a primary catalyst for its growth and success as it embraces a 'Partner-First' approach. As Okta aligns itself with vendors who embrace this partner-centric strategy, it signifies a pivotal juncture in the company's evolution, underscoring its devotion to nurturing collaborative relationships and bolstering its market influence through strategic alliances. Okta's New Regional VP of Partner and Alliances, EMEA, James Bradley, has emphasized the heightened importance of partnering and its integration throughout the organization. Bradley expressed that the organization is currently at a critical point, highlighting the need to involve partners on a larger scale than ever before. He remarked that it's not limited to the partner team working with partners; the entire organization should incorporate partnerships into all aspects of its operations. James Bradley stated that partners will play a fundamental role in achieving this growth, highlighting the success of companies that have expanded with the active involvement of partners. Regarding the 'Partner-First' investment approach, James Bradley hinted at a commitment to increased investment and collaboration. He stated that Okta is actively simplifying its partnership processes, focusing on making them more partner-friendly and lucrative. Furthermore, the company channels resources into non-partner teams specializing in services and architecture to support partners in creating solutions on their platform. This strategic move aims to drive benefits, ultimately enhancing profitability for all parties involved. Okta holds a prominent position as the foremost independent identity provider. Its flagship solution, Okta Identity Cloud, empowers organizations to establish secure connections between individuals and technologies precisely when needed. The company offers a streamlined and secure gateway to access for individuals and entities, instilling confidence in them to realize their full potential.

Read More