The Content That Marketers Want From Social Media Creators

Marketers are increasingly partnering with social media creators/influencers to produce content. According to a survey conducted by Sprout Social in May 2022, the most popular content formats and types vary by platform. Story posts are the most popular for Facebook and Instagram, link in bio for TikTok, branded shoutouts for YouTube, and branded tweets for Twitter. The top content types are educational content, unboxing/reveal content, and testimonials.

45% of marketers have creator-brand content posted to the creator's accounts, 29% have it posted to both creator and brand accounts, and 27% have it posted to only brand accounts. The survey was conducted among 516 US marketers responsible for their brand's social strategy or working for an agency responsible for a brand's social strategy.

Marketers are taking advantage of the growing trend of partnering with social media creators/influencers to produce content. By understanding the top content formats and types for each platform, marketers can better tailor their content to ensure maximum reach and engagement.