The news: A Snapchat, Publicis Media, and Ipsos study revealed creator preferences for brand collaborations, outlining the path ahead for brands who increasingly rely on influencer marketing.
- 45% of creators stated they seek high-quality brands when looking for partnerships, while 44% seek brands that align with personal values and identities.
- Another 41% seek supportive collaborations and open communication, while an equal percentage look for brands that are transparent with audiences and brands that allow product trials to ensure authenticity (40%).
- 45% of creators with over 100,000 followers prefer long-term partnerships over one-off agreements. A separate 2024 report from Sprinklr found that 70% of creators overall prefer long-term brand campaigns.
Why it matters: Aligning with creator preferences is key for brands looking to capitalize on the potential of influencer marketing to drive better outcomes.
- A successful influencer marketing strategy is critical because it can support multiple business outcomes. Marketers leverage influencer marketing to drive brand awareness (cited by 66% of marketers) and support revenue growth (55%), per Sprout Social. This makes influencer marketing a versatile tool for both awareness and conversion-focused campaigns.