American social media marketers are likelier to commission creators to produce how-to videos, user reviews, and unboxings so their audiences can learn and grow alongside their favorite influencers.

Expenditures on influencer marketing in the United States are expected to approach $5 billion by 2022, according to Insider Intelligence/eMarketer.

Currently, roughly 75% of US-based businesses with 100 or more employees plan to implement influencer marketing strategies in 2018, which is expected to rise to 90% by 2026.

According to Sprout Social, the most common type of content that US media marketers commission creators to produce is educational (50%).

Insider Intelligence/eMarketer

Testimony content is the next most popular for hiring creators with 43%, followed by Giveaway/Challenge and Unboxing/Reveal content with 42%.


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