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The Influencer Report
Engaging Gen Z and Millennials

 

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DOWNLOAD THE INFLUENCER REPORT

Based on over 2,000 survey interviews with 13-38 year-olds, Morning Consult’s “The Influencer Report” explores the scale and nature of influencer engagement. We look at where young Americans follow influencers, who they like to follow, why they follow, how much trust they have in influencers, and how much interest they have in becoming influencers themselves.

Highlights from the report:

  • For Gen Z, top YouTube influencers are as popular as major celebrities: As many Gen Z men know gaming YouTuber PewDiePie as Lebron James. And PewDiePie is more well-liked.
  • The potential micro-influencer market is massive: Young Americans of all stripes are willing to post sponsored content and a majority of are likely to organically post about brands they like.
  • TikTok is more popular than Facebook among 13-16 year-olds: The short video app is also making inroads with older Gen Z, but Instagram and YouTube sill reign supreme.

 

“Influencers have become a central part of social media for young Americans, and social media is an increasingly central driver of consumer decisions.”

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