Insights from Influencer Report
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.