Which content formats and content types are marketers asking social media creators/influencers to partner on most often?

To find out, Sprout Social conducted a survey in May 2022 among 516 US marketers who are responsible for their brand’s social strategy or who work for an agency responsible for a brand’s social strategy.

The top content format marketers say they partner with creators on varies by platform: story posts for Facebook and Instagram, link in bio for TikTok, branded shoutouts for YouTube, and branded tweets for Twitter.

Top content formats marketers plan to partner with creators on

The top content types marketers say they hire social media creators to produce are educational content, unboxing/reveal content, and testimonials.

The content types marketers hire creators to produce

Some 45% of marketers say they have creator-brand content posted to the creator accounts, 29% say they have it posted to both the creator and brand accounts, and 27% say they have it posted only to the brand accounts.

Where content creators post brand partnership content

About the research: The report was based on data from a survey conducted in May 2022 among 516 US marketers who are responsible for their brand’s social strategy or who work for an agency responsible for a brand’s social strategy.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji