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Content creators offer brands the opportunity to advertise in an inexpensive, targeted, and authentic way on social media. In order to focus on authenticity, US social media marketers are most inclined to hire creators for educational content, testimonials, and product unboxings, which allow followers to learn and discover alongside their favorite influencers.

Beyond the chart: The influencer marketing economy is bigger than ever, with US spend approaching $5 billion in 2022. Among US companies with at least 100 employees, nearly three-quarters will use influencer marketing this year, and that figure will grow to about 90% in 2026.

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