As many brands continue to tap into new and lucrative markets, they are also seeking out new ways to adhere to the younger generations such as Gen Z and Millennials. One way that this is achieved is through influencer marketing, using social media personalities to promote a plethora of products and services to a deeply engaged audience. To discuss this concept further, Netinfluencer will analyze the key findings seen in The Influencer Report: Engaging Gen Z and Millennials Report by Morning Consult.
Who Conducted the Survey?
This insightful report was carried out by Morning Consult, a business intelligence company first founded in 2014. Throughout its history, this corporation has helped a wide variety of iconic brands become more familiar with their target audience through the use of Decision Intelligence and Predictive Analysis.
Morning Consult has also received a number of acclaimed awards for its work such as being rated one of the Top 500 Fastest Growing Companies in 2021 and was recognized as one of the Best Startup Employers in America in the same year.
The company has also released a number of case studies to exemplify its revolutionary work in a selection of bustling sectors. Most recently, it collaborated alongside Walmart to help the retail giant gain more information about its customer base and how it can work to retain high levels of footfall, even during peak competition times.
The Influencer Report: Engaging Gen Z and Millennials relied on over 2000 candidates, all of which ranged between the age of 13-38. All of these candidates were required to answer a selection of interview questions, providing Morning Consult with an abundance of qualitative data.
The interview questions mainly focused on how young Americans feel about influencer marketing such as the influencers they followed and whether they felt a positive connection towards them.
Three Key Takeaways
This report offers a comprehensive overview of the nuances of influencer marketing and how it has the potential to impact the purchasing decisions of a wide range of elusive demographics. Listed below are just key three takeaways from this report.
- YouTubers are just as significant as major celebrities in the eyes of Gen Z.
- Males often prefer those operating in the gaming niche, whereas females enjoy influencers working in the beauty sector.
- Many viewers focus on the authenticity of an influencer rather than their follower count.
What Does This Mean for Influencer Marketing?
The first finding from this report explores the popularity of YouTubers and how they have managed to gain the same level of success and commendation as their celebrity counterparts. Morning Consult informs us that 95% of male candidates were familiar with PewDiePie, which was the same result as basketball player Lebron James. These findings help us to better understand the power of social media personalities and how they can help brands to better relate to their younger audiences.
Morning Consult also explains that men prefer gaming content on social media and women prioritize beauty over other forms of content. 62% of men state that they mostly follow influencers within this niche and 59% of women mostly follow beauty personalities. Though these statistics are quite high, the rest of the data reveals that both men and women follow influencers from a diverse range of niches. As such, brands now have the chance to work alongside a variety of content creators from across a collection of sectors, without being concerned about their respective niches.
The final finding of this report refers to authenticity, signaling that 88% of candidates prefer an influencer to be truthful and genuinely care about their audience rather than the impact of their key metrics such as engagement rate or follower count. In turn, influencers are encouraged to focus on developing their personal brand and sharing content that they feel passionate about with their devoted collection of fans.
Link to the Report
The Influencer Report: Engaging Gen Z and Millennials can be found on Morning Consult’s website alongside a plethora of unique case studies as well as demos of their latest software.
Melody Day is a UK-based copywriter, working in developing industries such as travel, beauty, and lifestyle. She creates digestible copy that is fully optimized for SEO and gains positive engagement from readers. They are able to create engaging blogs and website copy for a range of unique brands.