Seventy-four percent of marketers plan to spend at least a quarter of their social media budgets on content creator partnerships over the next 3-6 months, according to a new report.

Why marketers are on board.

There are about 50 million people that identify as creators and the opportunities for them to monetize their content and form brand partnerships are endless. Let’s take a look at some of the changes some social media platforms have made in the last 2 months alone.

  • YouTube partners with Shopify to deliver shopping tools for brands, creators
  • Instagram announces payments in chat
  • Instagram subscriptions test adds 3 new features
  • Pinterest Shopping adds 4 new features
  • Twitter launches Branded Likes
  • Twitter testing long-form Notes
  • Meta launches new monetization tools
  • Pinterest launches idea ads and paid partner tools
  • New shopping links for Google AdSense
  • 5 new tools for LinkedIn creators to get more followers, visibility

Brands are concerned with more than just revenue. For brands interested in working with content creators, Sprout Social reports that:

  • 62% prioritize generating more audience engagement.
  • 60% want to reach new audiences.
  • 42% prioritize generating additional revenue (surprisingly).
  • 53% of marketers want to strengthen their social community.
  • 41% are looking to promote their brands’ values by relying on creators.

Sprout Social also reports authenticity ranks as the second most important creator qualification.

Read the full article at searchengineland.com