https://baynews9.com/ :TAMPA, Fla. — Businesses are investing millions of dollars in the creator economy as social media becomes an increasingly important tool for reaching customers, generating sales and building brand recognition.

But as artificial intelligence reshapes digital marketing, business owners face a new challenge: finding ways to stand out in an increasingly crowded online marketplace.

A new study by marketing technology company CreatorIQ found organizations spend an average of $4.8 million annually on creator marketing, a 33% increase from the previous year. The study also found 48% of brands reported earning at least three times their investment.

The findings highlight the growing financial influence of content creators, influencers and digital marketing strategies — an industry that Tampa Bay entrepreneurs are increasingly seeking to leverage.

At Saint Leo University's South Tampa campus, small-business owners and entrepreneurs recently gathered for an "Instagram for Business: Turn Your Content Into Opportunity" workshop, designed to help participants turn social media engagement into measurable business results.

Turning online attention into customers
For Elana Rheinhart, founder of SOL Social Media, the challenge facing small businesses isn't simply producing content. It's developing a strategy that moves potential customers from discovering a business online to making a purchase.

"Businesses have to really think to showcase their business to cut through that noise," Rheinhart said. "Business can use social media as a part of their customer journey."

The workshop, presented with RGA Network, focused on identifying target audiences, building brand recognition, optimizing social media profiles and measuring whether online engagement translates into business opportunities.

For Cary Scott Reich, who operates a sound branding and jingle-writing business, social media provides a way to demonstrate the creative services he offers and reach potential clients.

"So it's impacted my business in a huge way," Reich said. "I hear people say ... your ad caught my attention."

His experience illustrates how social media can serve as more than a promotional platform. For entrepreneurs offering specialized services, online content can help introduce a business to customers who might otherwise never encounter it.

Connecting entrepreneurs and future professionals
The workshop also reflects a broader effort to connect business owners with students and professionals developing their careers.

Saint Leo University has partnered with RGA Network for five years, bringing entrepreneurs and the university community together through networking and professional development opportunities.

"Business owners need to tell their story," said Mark O'Donnell, founder of RGA Network. "There's an old adage where stories sell."

Tiffany R. Anderson, executive director of Career & Workforce Engagement at Saint Leo University, said these partnerships help connect students with professionals working in industries they may eventually enter.

The event also addressed LinkedIn, personal branding and the importance of maintaining a consistent professional presence across digital platforms.

AI creates opportunities — and new complications
Artificial intelligence is changing how marketers brainstorm ideas, develop campaigns, edit content and analyze performance. But CreatorIQ's research suggests the technology is not necessarily making marketing easier.

The study found 47% of organizations said AI increased the day-to-day complexity of creator marketing, compared with 37% that reported reduced complexity.

How AI affects creator marketing complexity
Among the challenges identified by the study were concerns about the accuracy of AI-generated material, evaluating content quality and training employees to use new technology effectively. Agencies also reported growing expectations to produce content faster.

Rheinhart said AI can assist businesses but should not replace the thinking behind an effective marketing plan.

"AI can be an effective tool," she said. "But it is not going to replace the actual strategy that has to come with what your business does unique to your industry."

Reich, whose business relies on original music and creative ideas, sees both the opportunities and competitive pressures presented by AI.

"AI is an interesting tool and unfortunately it's getting better everyday," Reich said. "The difference for me is the ideas are really part of my currency."

Still, he said he isn't avoiding the technology.

"I'm not shying away from it — you know what they say if you can't beat them join them," Reich said.

Creator marketing becomes a bigger business investment
CreatorIQ's findings show that companies are not only increasing their spending but also integrating creator-produced content into more aspects of their operations.

Average annual creator marketing investment
The report found that 66% of organizations increased creator marketing investment over the previous year. It also found that 48% of brands had integrated creator-driven commerce into their marketing or revenue strategies, connecting content more directly to purchases and other transactions.

The financial results do not mean every social media campaign produces a profit. Return on investment varies by business, campaign and the way results are measured.

The study found that brands use several methods to evaluate success, including revenue attribution, marketing analytics, affiliate sales and brand awareness.

For small-business owners, that distinction matters. A post that generates thousands of views may increase visibility, but those views do not automatically translate into paying customers.

The human element remains important
As digital marketing becomes more automated, the Tampa workshop highlighted a challenge facing businesses of all sizes: using technology to reach customers without losing the identity that makes a brand recognizable.

CreatorIQ found that marketers continue to place value on human relationships, particularly when it comes to managing creator partnerships. The report also identified concerns about AI-generated content and consumer trust.

For Reich, adapting to those changes is part of running a creative business. Although AI can produce music and other marketing materials, he believes original ideas and an understanding of a client's brand remain valuable.

The larger challenge for entrepreneurs is determining which tools actually help grow their businesses.

As companies invest more heavily in creator marketing, the emphasis is shifting from simply attracting followers to measuring results — including customer inquiries, sales and long-term business growth.

For Tampa Bay entrepreneurs, the goal is to ensure that the time, creativity and money invested in social media deliver more than likes.