Anin-depthguidetohowyoungerAmericansinteractwiththenewclassofculturaltastemakersEngagingGenZandMillennialsTHEINFLUENCERREPORTTHEINFLUENCERREPORT:EngagingGenZandMillennials2HowmuchinfluencedoinfluencershaveoveryoungAmericansandwhytheyfollowthem.1Introduction3Howbrandscanengagewithinfluencersandtheplatformstoengageon.42TheInfluencerMarketBeinganInfluencerInfluencersandBrandsTABLEOFCONTENTS5TheTopInfluencersWhoarethemostinfluentialinfluencersandwhatyoungAmericansthinkaboutthem.ThedegreetowhichyoungAmericanswanttobeinfluencersandwhy.THEINFLUENCERREPORT:EngagingGenZandMillennialsInfluencershavebecomeacentralpartofsocialmediaforyoungAmericans,andsocialmediaisanincreasinglycentraldriverofconsumerdecisions.NearlythreequartersofGenZandMillennialsfollowinfluencersonsocialmedia,andamajoritysaysocialmediaiswheretheymostoftenlearnaboutnewproductsthey’reinterestedin.Becauseofthis,influencersprovidebrandswithakeyopportunitytoreachyoungAmericans–solongastheyadequatelyunderstandhowandwheretoengagethem.Basedonover2,000surveyinterviewswith13-38year-olds,thisreportwillexplorethescaleandnatureofinfluencerengagement.WelookatwhereyoungAmericansfollowinfluencers,whotheyliketofollow,whytheyfollow,howmuchtrusttheyhaveininfluencers,andhowmuchinteresttheyhaveinbecominginfluencersthemselves.3INTRODUCTIONTHEINFLUENCERREPORT:EngagingGenZandMillennialsMostGenZandMillennialsfollowinfluencers,andteenagersaremorelikelytofollowmany:72percentsaytheyfollowatleastsomeinfluencers.ForGenZ,topYouTubeinfluencersareaspopularasmajorcelebrities:AsmanyGenZmenknowgamingYouTuberPewDiePieasLebronJames.AndPewDiePieismorewell-liked.Andinfluencersaremoretrustedasspokespeoplethancelebrities:50percentofMillennialstrustinfluencerstheyfollowonproductrecommendations,comparedto38percentfortheirfavoritecelebrities.Authenticityisthekeytraitpeoplewanttoseeininfluencerstheyfollow:88%sayit’simportantforinfluencerstobeauthenticandgenuinelycareabouttheirinterests.Thepotentialmicro-influencermarketismassive:YoungAmericansofal...
