According to the survey from Sprout Social, marketers are investing their money in influencers to increase engagement and reach a new audience. They expect the creators to generate more traffic to their site, which can further lead to the final purchases. 

More than 500 US market surveys have been conducted, and roughly 6 in 10 showed the same results. According to them, 62% of the marketers want to generate more engagement when they approach creators or influencers, and 60% choose them to fulfill the purpose of getting new audiences. However, micro-influencers can be the best option for marketers to generate engagement. That being said, creators might be a more valuable option if marketers want a wider reach.

Meanwhile, most respondents, i.e., 53% of the marketers, also want to target the social media communities for their marketing campaigns. They want to strengthen a relationship with the people using social media to be able to know about their interests and preferences. On the other hand, 42% of the respondents, which means every 4 in 10, want to improve their brand value to generate revenues. According to the analysts of Sprout Social, authenticity has the ultimate power to achieve this goal. It makes sense if you consider the desire of Gen Z to have more authenticity on social media.

What Do Marketers Want?

Let’s address the elephant in the room first. As far as the marketer’s need for the content is concerned, they generally agree on educational content. It is the standard type of content that half of the respondents in the survey want the creators to produce. The educational content is further divided into three groups, i.e., product testimonials, unboxing, and challenges or giveaways. Every 4 in 10, i.e., 43% of respondents want product testimonials from the creators, while 42% want them to unbox or reveal their products in front of the audience. And 42% of the marketers want their creators to do giveaways or challenges to make their audience participate or take an interest in their products.

Moreover, a few of the respondents want the creators to produce skits/comedies or do commentary on the trending topic. It is the least demanded type of content among educational ones. If we consider the consumers’ interest to see what they want to see more, they find reviews of their influencers or creators for different products or services more valuable. They are not quite interested to see the commentary on current events. Similarly, they don’t consider memes helpful while making a purchasing decision.

What Platforms and Formats Marketers Want Creators To Use?

Instagram is the top platform that marketers want the creators to have a hold on in the following months or even years. 58% of the respondents of the survey want to use Instagram to create a collaboration with creators in the next 3–6 months. Other than Instagram, 51% of them plan to use Facebook, and 50% want to use TikTok, and that too for future collaborations. They haven’t yet started implementing it practically.

Surprisingly, a tiny percentage of the respondents, i.e., 27%, plan to invest their money or resources into YouTube to collaborate with the creators in the coming months. It is a small percentage even though YouTube Influencer videos have a significant impact on the viewers. However, the survey has also dug deep into the popular platforms to get an insight into the content format. For Instagram, story posts are doing pretty well, and marketers are considering partnering with the creators to create this type of format for their products. The other two standard format types on Instagram are Feed Posts and Reels. According to other research, the short video format is becoming a winner for marketers this year, so they are now willing to invest in Reels and TikTok.

Meanwhile, story posts are Facebook’s most common and famous type of content format. On TikTok, the link in bio formats is helping to get more leads. This way, it stays ahead of Feed Posts, Duets, or Stitch. For YouTube, the shout-outs for the brands in the videos are the top format that stays ahead of channel videos and links in descriptions. For Twitter, branded tweets remain at the top of the content formats list, followed by retweets and quote tweets.

Other interesting findings reveal that 45% of the marketers want the creators to share their posts on their accounts, while only 27% want them to post on their brand’s official page. And 29% want the creators to share both on their accounts and brands’ pages.

Among 45% of other marketers’ concerns, ‘budget’ has been one of the challenges marketers face while working with creators. 36% of marketers attribute the inability to manage the relationship with the creator as another challenge. In comparison, 34% of marketers have stated that they cannot find creators who can align with their brand’s value.

Three-quarters of the marketers say it takes 1 to 4 weeks to evaluate and source creators. At the same time, 49% of them have reported that it takes 1–2 weeks. Another revelation, according to 27% of the marketers, is that it takes 3–4 weeks.

Wrapping Up

The creators/influencers and content both play a vital role in successful marketing campaigns. However, it depends upon the marketers what type of content or creators they choose according to their needs and preferences. They must also use authentic statistics and facts, driven by multiple surveys, to make the right decisions and stay ahead of their competitors.