Insights from Influencer Report

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Photo by S O C I A L . C U T on Unsplash

Last week, Morning Consult released “Influencer Report: Engaging Gen Z and Millennials,” which looked at the scale and nature of influencer engagement.

The first thing I noticed: there was no accounting for The Oregon Trail Generation (those roughly 36 to 42(ish)-year-olds and basically the delightful cusp group between Gen X and Millennials).

But I digress.

What the report did find:

  • Authenticity is the most important trait individuals look for in influencers
  • Following is the least important trait individuals look for in influencers.
  • For Gen Z, top YouTube influencers are as popular as major celebrities. As many Gen Z men know gaming YouTuber PewDiePie (no idea who that is) as Lebron James (what!?). And PewDiePie is more well-liked.
  • The potential micro-influencer market is massive. Young Americans at each age range are willing to post sponsored content and a majority of them are likely to organically post about brands they like.
  • TikTok is more popular than Facebook among 13- to-16-year-olds: The short video app is also making inroads with older Gen Z, but Instagram and YouTube sill reign supreme.
  • 88% of Gen Z and Millennials learn about products they’re interested in buying from social media
  • Overall platform usage varies by age range:
    • 13-16: YouTube, Instagram, Snapchat, TikTok, Facebook, Twitter, Twitch
    • 17-21: YouTube, Instagram, Snapchat, Facebook, Twitter, TikTok, Twitch
    • 22-26: YouTube, Facebook, Instagram, Snapchat, Twitter, Twitch, TikTok
    • 27-31: YouTube, Facebook, Instagram, Snapchat, Twitter, Twitch, TikTok
    • 32-38: YouTube, Facebook, Instagram, Twitter, Snapchat, Twitch, TikTok

Given I am a Oregon Trailer, I will go ahead and add what I think our platform usage is likely – in order –Facebook, Instagram, Twitter, YouTube, Snapchat, Twitch, TikTok.

 

Alison Bailin
Alison Bailin
Senior Account Executive Alison has a lot to say…about pretty much everything...all the time. From the current state of public relations to the social media impact on Shark Week to crisis communications in the sports world, Alison’s blogs are focused on “amusing through her PR musings,” and then some. Check out Alison's full bio

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