Trend 4: The creator economy grows

[fomayof928@mowline]

Data visualization from The Sprout Social Index™ showing the most and least important traits of brand content. Authenticity, relatability and entertainment are the most important. Off-the-cuff, polished and product-centric are the least important.
Consumers are flocking to brands who know their identity and embrace it. Some 49% of consumers say the originality of content makes their favorite brands stand out on social. Consumers are also paying attention to how brands interact—36% say how they engage with their followers makes brands stand out.

A member of the Arboretum, Sprout’s community for social media cyprus b2b leads professionals, said their company is seeing a shift to raw, first-person content outperforming more curated content, showing how authenticity continues to win.

A comment from a member of the Arboretum, Sprout’s community for social media professionals, saying their company is seeing a shift to raw, first-person content outperforming more curated content, showing how authenticity continues to win.

Brand takeaway: Think about how you can use social media to support your unique brand story and voice. Be intentional with your content and how you interact with your audience and followers. Growing and retaining audiences means being authentic to your brand and marketing your product in a way that goes beyond the limits of “salesy, corporate” jargon.

This social media trend is unsurprising. Creators and influencers are integral to the ecosystem of social media and marketing. The creator economy will continue to evolve as there is a diverse array of creators and influencers that can address various niches and industries. Brands aren’t solely looking to people with massive followings because there’s value in working with smaller creators and influencers. For example, user-generated content creators—who don’t need large followings or recognizable personal brands—will remain important contributors for brands seeking content that looks and feels organic.