Social media influencers say the top thing they look for in a brand partner is alignment on values, according to recent research from Sprout Social.
The report was based on data from a survey conducted in April 2025 among 300 respondents in the US and UK who identify as social media influencers, who have an audience of 10,000+ followers on at least one social network, and who earn at least half of their annual income from brand partnerships on social media.
Respondents say the most important criteria when choosing a brand partner are value alignment (66% cite), budget and payment structure (59%), and the alignment of the brand's products/services with their audience's interests (41%).
Respondents say the top ways brands could improve partnerships are to earlier involve influencers in creative brainstorming and in product/service development conversations.
Influencers say the top ways they measure the success of brand partnerships are social media engagement metrics (likes, shares, comments, etc.) and follower/subscriber growth.
About the research: The report was based on data from a survey conducted in April 2025 among 300 respondents in the US and UK who identify as social media influencers, who have an audience of 10,000+ followers on at least one social network, and who earn at least half of their annual income from brand partnerships on social media.
