Chart of the Day: The influencer model

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How US brands leverage content creators

Content creators offer brands the opportunity to advertise in an inexpensive, targeted, and authentic way on social media. In order to focus on authenticity,?US social media marketers are most inclined to hire creators for educational content, testimonials, and product unboxings,?which allow followers to learn and discover alongside their favorite influencers.

Beyond the chart:?The influencer marketing economy is bigger than ever, with US spend approaching?$5 billion?in 2022. Among US companies with at least 100 employees, nearly?three-quarters?will use influencer marketing this year, and that figure will grow to about?90%?in 2026.

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