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More than 50 million people consider themselves creators. That’s a lot of potential content partners for the 40% of marketers who plan to invest over half of their social media budgets on partnering with creators in the next six months.
That number comes from social media management platform Sprout Social, which surveyed 516 U.S. marketers to get a better idea of how brands and agencies are engaging with the growing creator economy.
Marketers have many reasons for working with creators, the most common being boosting audience engagement (62%) and reaching new customers (60%), even ahead of driving revenue (42%).
“Working with creators will only become more important for brands as social media platforms, consumer expectations and marketing strategies continue to evolve and mature,” said Jamie Gilpin, CMO of Sprout Social.
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