The Power of Influencers
Nearly half of consumers make regular purchases based on influencer recommendations, especially younger generations.
Trust in influencers is increasing.
Shifting Priorities
Authenticity is becoming less important for Gen Z consumers (only 35% prioritize it).
Follower count matters more – 47% of Gen Z value an influencer's popularity.
The Rise of AI Influencers
Consumers are divided on AI-generated influencers:
37% would be more interested in brands that use them.
37% would distrust brands using them.
Changing Dynamics
Consumers, especially younger ones, are more likely to share feedback with influencers than brands themselves.
Key Insights for Marketers:
Influencer marketing is highly effective, especially for targeting younger audiences.
Understanding generational preferences is crucial (e.g., platform choice, content interests).
Genuine reviews and discount codes drive the most engagement.
Be cautious with AI influencers – consumer sentiment is mixed.
Adapt to the evolving role of influencers in the brand-consumer relationship.
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