Brands
Report
The State of Influencer & Celebrity Marketing
Drawing on a survey of more than 6,000 U.S. adults, this report examines how consumers discover products, assess recommendations and respond to potential partners. The report also includes ratings of 90 celebrities and influencers to help brands evaluate who fits their audience.
What’s in the full report?
1. How endorsements influence discovery and buying
Explore the role of creator posts in Gen Z’s product discovery and compare reported purchases prompted by celebrities, well-known influencers and smaller creators.
2. What makes a recommendation persuasive
See how product use, honesty and category expertise compare with fame, and how consumers weigh endorsements alongside recommendations from friends and product reviews.
3. Where consumers welcome endorsements
Find out which product categories consumers consider most useful for celebrity and influencer recommendations, with differences by generation and gender.
4. Ratings of 90 celebrities and influencers
Compare favorability and stated willingness to use an endorsed brand, from broadly popular actors and athletes to creators with stronger appeal among younger audiences.
5. Which celebrities fit which categories
Assess 12 potential spokespeople across 10 advertising categories, including beauty, cars, insurance and fashion.
6. The partnerships consumers remember positively
See which brands come to mind without prompting, why Nike dominates the results, and where newer brands such as Mint Mobile and DraftKings appear.
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