A recent survey conducted by Sprout Social sheds light on the evolving preferences and values of Gen Z regarding influencer marketing. Here are key findings from the survey:
Qualities Consumers Look for in Influencers:
Top qualities sought after by consumers:
'Fits my values' (53%)
'Trustworthy even when posting sponsored content' (47%)
'Posts the right amount of content' (37%)
'Fits my personal attributes' (36%)
'Number of followers' (26%)
Gen Z's View on Influencers:
Only 35% of Gen Z prioritize influencers who align with their values.
47% of Gen Z value the 'number of followers' over 'matching values.'
Gen Z tends to prioritize quantitative credibility (followers) over the concept of 'authenticity.'
Popular Influencer Marketing Topics:
Top topics among consumers:
'Food & Drink' (30%)
'Beauty' (26%)
'Fashion' (21%)
'Music' (19%)
'DIY & Crafting' (18%)
Preferences vary by generation, with topics like 'fitness,' 'gaming,' and 'lifestyle' being popular among younger generations, while Gen Xers prefer 'movies,' 'TV,' and 'sports.'
Desired Influencer Content:
Consumers prioritize content that is:
'Honest and unbiased' (67%)
'Entertaining' (48%)
'Educational' (29%)
'Surprising and unexpected' (19%)
'Aspirational' (18%)
Honest and unbiased content resonates across age and gender groups, while aspirational content is less appealing.
Preferred Social Media Platforms by Generation:
Baby Boomers favor Facebook as their most used social media platform (50%).
Gen X and Millennials are approximately twice as likely to use other platforms like Instagram or Twitter.
This survey highlights the shifting preferences of Gen Z towards influencer marketing, emphasizing the importance of authenticity, trustworthiness, and content relevance over mere follower counts. It provides valuable insights for brands and marketers aiming to engage effectively with the younger demographic.
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