Why brands work with creators

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Brands working with influencers are focused on generating interactions and leads. More than 60% of US social media marketers partner with creators primarily to increase engagement, and roughly the same share do so to reach new audiences.

Beyond the chart: July marked the worst month for US ad spending in two years, per MediaPost and Standard Media Index. But that’s not necessarily bad news for creators. Budget cuts can lead advertisers to rely more on influencer marketing, which is often cheaper than traditional channels. Just one-quarter of social media marketers use creators mostly to reduce the burden of content creation, though that figure could grow if the economic downturn deepens.

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Methodology: Data is from the July 2022 Sprout Social "Creator Economy Report." 516 US social media marketers were surveyed during May 19-25, 2022. Participants were recruited by Lucid and had previously or are currently planning on working with content creators within a three to six month period.