Branded posts are up, but several challenges remain.
If it feels like you’re seeing more sponsored content in your social feeds, it’s true: 51% of influencers are creating more branded posts this year versus 2021, with 30% posting sponcon more than once a week.
“Influencers understand their audience better than anyone since they engage and interact with them all the time,” Freud said. “Brands should lean into this insight from the influencer and be careful not to dictate too closely what the influencer can say in their sponsored post.”
But there's some challenges...
Late payments: When it comes to challenges, late payments (47%) topped the list, followed closely by lack of adequate time to complete the campaign (43%).
Creative direction: Brands must also thread the needle when it comes to honing influencer-created content. While 38% of influencers complained about lack of creative freedom, 34% wished for more guidance on what their brand partners were expecting.