If it feels like you’re seeing more sponsored content in your social feeds than usual, you’re not wrong. 51% of influencers are creating more branded posts this year versus 2021, with 30% posting sponcon more than once a week.
These findings stem from a survey of 550 influencers by SheSpeaks, the largest community of female influencers and creators in the U.S. Compensation is up for 64% of influencers, as is creative freedom (44%) and being involved in planning campaigns (32%).
When it comes to difficulties, late payments (47%) topped the list, followed closely by lack of adequate time to complete the campaign (43%).
“Influencers understand their audience better than anyone since they engage and interact with them all the time,” said SheSpeaks CEO Aliza Freud. “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.”
When it comes to brands there clearly is a balance to be struck. While 38% of influencers complained about lack of creative freedom, 34% wished for more guidance on what their brand partners were expecting. Perhaps a more structured framework would make more sense?
Check out the infographic by AdWeek.