Multiplatform, professionalisation of short video formats and rising earnings for online creators - that is how the LTTM group (LifeTube, Gameset) sums up 2022. Last year the group paid out nearly GBP 12.3 million to its partner creators, GBP 0.9 million more than the year before. The LifeTube partner network maintained a 12% share of YouTube viewership in Poland.
In 2022 the company carried out 2,300 brand-influencer collaborations for more than 600 different clients. The average cost of a single service package with an influencer was GBP 3,359. LTTM notes that clients opted for cross-platform activity: they ran campaigns on several social media platforms at once. Most commercial posts appeared on Instagram (over 50% of all posts), but creators earned the most from advertising collaborations on YouTube. TikTok's share also grew dynamically - the number of collaborations the agency carried out on that platform more than doubled year on year.
- In 2022 clients went for multiplatform. We are also extremely pleased about the doubling of interest in TikTok campaigns, because that lets LifeTube creators develop in short video formats too - says Marytyna Adamus, Influencer Management Director at LTTM.
In 2022 LTTM paid out nearly GBP 12.3 million to creators, compared with GBP 11 million in 2021. Earnings also rose for the influencers affiliated with the network per 1,000 YouTube views. Thanks to technology introduced by LifeTube that automates ad insertion and appropriate optimisation, so-called RPMs (revenue per mille) rose by an average of 18% compared with the previous year. According to LTTM, its sales department processed more than 4,000 briefs from direct and agency clients.
- It was a very difficult year, but despite the economic slowdown we are on the right track. In 2022 we saw significant growth in the execution of cross-platform campaigns, which only proves the effectiveness of working with online creators - comments Magdalena Talma, Sales Director at the LTTM group.
LTTM has more than 1,500 online creators in its database, active on almost all social platforms; more than 120 work exclusively with it, and the company handles their management. Channels affiliated with the LifeTube network have a total of 240 million subscriptions (up by more than 20 million year on year) and account for more than 12% of all YouTube viewership in Poland. At the same time, LTTM creators have already gathered nearly 60 million followers on Instagram and generated more than 3 billion views on TikTok, that is 1 billion more than in 2022.
How much did influencers earn in 2022? LTTM summary
Compared with previous years, the average duration of a single view of videos published by creators affiliated with the LifeTube network also lengthened, reaching 6.5 minutes, that is one minute longer than in 2021.
- This year short vertical video formats definitely ruled, accounting for almost every fifth view in our network. However, the increase in watch time compared with 2021 shows us that despite the rapid growth of TikTok, Reels and YT Shorts, long-form video can still hold attention and is doing great - says Marcin Pyć, Head of Network Management at LTTM.
Summary
The LTTM group, which includes LifeTube and Gameset, paid out nearly GBP 12.3 million to online creators in 2022, GBP 0.9 million more than the year before. The network carried out 2,300 collaborations for more than 600 clients, and the average cost of a package with an influencer was GBP 3,359. Earnings per 1,000 YouTube views also rose - thanks to ad automation, RPMs increased by an average of 18%.
Interestingly, despite the growing importance of short video formats, the average watch time of LifeTube creators' posts lengthened to 6.5 minutes. This is proof that long-form video can still hold viewers' attention, even as TikTok and Reels gain popularity.
