Summary of the year 2022

Multiplatform, professionalization of short video forms and growth of earnings of web creators — this is how the LTTM group summarizes 2022.

Last year, the group paid almost 70 million zlotys to the collaborating creators, which is 5 million more than the year before. LifeTube partner network maintained a 12% share of YouTube viewership in Poland.

Influencer marketing campaigns

In 2022, the company completed 2,300 collaborations on the brand-influencer line for more than 600 different clients. The average cost of one package of benefits with an influencer was PLN 18,592. LTTM indicates that customers have opted for cross-platform activities: they ran campaigns on several social media platforms at the same time. Most commercial publications appeared on Instagram (more than 50% of all publications), but creators earned the most from advertising collaborations on YouTube. The share has also increased dynamically Tiktok — the number of cooperation carried out by the agency on this form of salary increased more than 2 times year by year.

Collaboration with Influencers

In 2022, LTTM paid nearly PLN 70 million to creators, compared to PLN 63 million in 2021. The earnings of network influencers for every 1,000 views on YouTube also increased. Thanks to the technology introduced by LifeTube to automate the addition of ads and appropriate optimization, the so-called RPMs (revenue per mille) increased by an average of 18% compared to the previous year. According to LTTM, the sales department processed more than 4,000 briefs from direct and agency clients.

LTTM has more than 1,500 web creators in its database, operating on almost all social platforms, more than 120 work exclusively, and the company is responsible for their management. LifeTube channels have a total of 240 million subscriptions (an increase of more than 20 million year-on-year) and account for over 12% of all YouTube viewership in Poland. At the same time, the creators of LTTM have already amassed almost 60 million followers on Instagram and generated more than 3 billion views on TikTok, which is 1 billion more than in 2022.

Compared to previous years, the average duration of one video view posted by creators affiliated with the LifeTube network has also increased to 6.5 minutes, one minute longer than in 2021.

You can find more 2022 summaries from the influencer marketing industry herein