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Fiverr says marketing leaders turning to freelancers amid layoffs

September 28, 2023

A majority of marketing leaders, 85%, have conducted layoffs either this year or last year, but many are turning to freelancers to replace lost expertise, according to a survey by talent platform Fiverr International Ltd.

“The unpredictability of the US economy has forced many marketing leaders to lay off full-time workers, which has left entire teams with missing roles that impact productivity,” Fiverr Pro General Manager Shai-Lee Spigelman said.

Fiverr said 83% of firms that conducted layoffs have turned to freelancers to replace expertise that was lost.

On average, 45% of marketing leaders’ teams are made up of freelancers, and 54% have more freelancers on their teams this year compared to previous years.

Meanwhile, the top areas for layoffs were marketing manager, 37%; digital marketing, 31%; and market research, 30%.

Fiverr’s survey was based on a US sample of 502 leaders in marketing, advertising, brand, PR/communications and SEO. It also included 1,009 professionals in the same categories. It took place from Aug. 30 through Sept. 8.