Educational content is what brands most demand from influencers

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If we look at the content that brands most demand from creators, 50% of advertisers want influencers to generate educational content.

Testimonials (43%), unboxings (42%) and gifts or challenges (42%) follow closely behind this type of content and are also highly sought after by brands .

Much less attractive to brands are "behind the scenes" content (31%) , comments that end up becoming "trending topics" (28%) and content of a humorous and comical nature (24%).

Instagram is, on the other hand, the kuwait phone number data platform that brands rely on the most to forge their collaborations with influencers. 58% of brands plan to use this social network in the next 3 and 6 months. The next platforms on the list are Facebook (51%) and TikTok (50%).

It is surprising that only 27% of brands plan to collaborate with YouTube creators in the short term (especially considering how effective influencer marketing actions are on this channel).

Once viewed with a high degree of suspicion, influencers have shaken off the prejudices that weighed them down in their early days to become the right (and left) hand of brands. According to a recent study by Sprout Social , when brands join forces with influencers, they do so primarily in search of greater engagement and new audiences .

6 out of 10 brands that focus on the “creator economy” rely on influencers to gain more engagement (62%) and connect with new audiences (60%). While micro-influencers are the best option for brands to achieve the first objective, creators with a large base of followers work better to achieve the second objective.

On the other hand, 53% of brands work together with influencers to strengthen their communities on social networks , while 4 out of 10 do so to boost their income (42%) and to promote their values ​​as brands (41%).