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1、An in-depth guide to how younger Americans interact with the new class of cultural tastemakers Engaging Gen Z and Millennials THE INFLUENCER REPORT THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 2 2 How much influence do influencers have over young Americans and why
2、they follow them. 1 1 Introduction 3 3 How brands can engage with influencers and the platforms to engage on. 4 4 2 The Influencer Market Being an Influencer Influencers and Brands TABLE OF CONTENTSTABLE OF CONTENTS 5 5 The Top Influencers Who are the most influential influencers and what young Amer
3、icans think about them. The degree to which young Americans want to be influencers and why. THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Influencers have become a central part of social media for young Americans, and social media is an increasingly central driver o
4、f consumer decisions. Nearly three quarters of Gen Z and Millennials follow influencers on social media, and a majority say social media is where they most often learn about new products theyre interested in. Because of this, influencers provide brands with a key opportunity to reach young Americans
5、 so long as they adequately understand how and where to engage them. Based on over 2,000 survey interviews with 1313- -38 year38 year- -oldsolds, this report will explore the scale and nature of influencer engagement. We look at where young Americans follow influencers, who they like to follow, why
6、they follow, how much trust they have in influencers, and how much interest they have in becoming influencers themselves. 3 INTRODUCTIONINTRODUCTION THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Most Gen Z and Millennials follow Most Gen Z and Millennials follow inf
7、luencers, and teenagers are more likely influencers, and teenagers are more likely to follow many: to follow many: 72 percent say they follow at least some influencers. For Gen Z, top YouTube influencers are For Gen Z, top YouTube influencers are as popular as major celebrities: as popular as major
8、celebrities: As many Gen Z men know gaming YouTuber PewDiePie as Lebron James. And PewDiePie is more well-liked. And influencers are more trusted as And influencers are more trusted as spokespeople than celebrities: spokespeople than celebrities: 50 percent of Millennials trust influencers they foll
9、ow on product recommendations, compared to 38 percent for their favorite celebrities. Authenticity is the key trait people want Authenticity is the key trait people want to see in influencers they follow: to see in influencers they follow: 88% say its important for influencers to be authentic and ge
10、nuinely care about their interests. The potential microThe potential micro- -influencer market is influencer market is massive: massive: Young Americans of all stripes are willing to post sponsored content, and a majority of them are likely to organically post about brands they like. 1 1 2 2 3 3 4 4
11、 5 5 4 FIVE KEY TAKEAWAYSFIVE KEY TAKEAWAYS Morning Consult empowersmarketing, communications and brand insights leaders to make data driven decisions around their brand: Tracking over 3,000 brands in 12 countries everyday Conducting over 10,000 interviews daily across over 100 demographic variables
12、 Measuring industry and competitor benchmarks daily Streaming over 100 million social media posts to aggregate social media, news, and economic data REQUES T A D EMOREQUES T A D EMO BRAND INTELLIGENCE 2 2 THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials How much influe
13、nce do influencers have over young Americans and why they follow them. 6 THE INFLUENCER MARKET THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 23%23% 30%30% 26%26% 22%22% 24%24% 15%15% 49%49% 46%46% 52%52% 56%56% 50%50% 43%43% 27%27% 24%24% 22%22% 22%22% 27%27% 43%43%
14、 All Gen Z and Millennials Age: 13-16 Age: 17-21 Age: 22-26 Age: 27-31 Age: 32-38 Yes, manyYes, someNo, none at all Do you follow any people on social media who could be considered influencers? 72% of Gen Z and Millennials follow influencers, and teenagers are more likely to follow many 7 THE INFLUE
15、NCER MARKETTHE INFLUENCER MARKET THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Do you follow any social media influencers who post regularly about the following? Men prefer following gaming and sports influencers. Women prefer beauty and fashion. 8 THE INFLUENCER MA
16、RKETTHE INFLUENCER MARKET 62%62% 41%41% 35%35% 27%27% 27%27% 24%24% 23%23% 12%12% 9%9% Gaming Fitness / sports Food Travel / lifestyle Health / wellness Politics / social causes Fashion Beauty / skin care Family / parenting 59%59% 49%49% 47%47% 40%40% 40%40% 32%32% 30%30% 26%26% 21%21% Beauty / skin
17、 care Fashion Food Travel / lifestyle Health / wellness Family / parenting Fitness / sports Gaming Politics / social causes MEN MEN WOMEN WOMEN THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials In their own words: Why young Americans follow influencers 9 THE INFLUENCER
18、MARKETTHE INFLUENCER MARKET Respondents were asked an open-ended prompt: Why do you like to follow influencers?Why do you like to follow influencers? Some quotations are lightly edited for grammar or clarity. Inspiration andInspiration and aspirationaspiration Seeing their successful lives inspires
19、me to do better in my own.” “They inspire me to be who I am and they make me feel good about myself.” “To get ideas on how to start your own business or become an entrepreneur yourself.” “They can make a big positive change to society.” VoyeurismVoyeurism “They are fun to watch and its close as I ge
20、t to meet someone famous.” “Honestly, I am a very nosy person and like to see what other people are up to.” “To see what they do with their lives and their wealth. Its intriguing to follow their life.” Learning aboutLearning about new trendsnew trends “To stay trendy. I like to know whats hot.” “I l
21、ike to see the new beauty trends and what works and doesnt work. I like to make sure the products Im going to spend my hard earned money on are worth it.” “They are more in tune to the things that I like so I follow them to see the newest trends.” Interesting, fun contentInteresting, fun content “Th
22、ey provide interesting content in a more personal setting.” “Usually they are very entertaining.” “To learn about new and interesting things they have to show, such as adventures and their lifestyle.” “I follow social media influencers because they produce content and information in a very entertain
23、ing way.” THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 58%58% 53%53% 48%48% 44%44% 42%42% 36%36% 33%33% 33%33% 20%20% 17%17% 16%16% 10%10% 10%10% 10%10% 30%30% 35%35% 37%37% 39%39% 41%41% 42%42% 39%39% 38%38% 32%32% 32%32% 32%32% 22%22% 21%21% 19%19% 12% 12% 15% 17
24、% 17% 22% 28% 29% 48% 51% 52% 68% 69% 71% Very importantSomewhat important When deciding whether to follow an influencer on social media, how important are the following? Authenticity is the most important trait for influencers while having a large following is less so 10 THE INFLUENCER MARKETTHE IN
25、FLUENCER MARKET They are authenticauthenticand genuinely care about their interests They are funnyfunnyor have engaging personalities They are knowledgeableknowledgeableon something I care about They are intelligentintelligentor thoughtful They have interestsintereststhat are similar to mesimilar to
26、 me They have good tastegood taste, and I trust their recommendations They have good stylegood styleor have their own sense of style They are personal and open personal and open about sharing things theyre dealing with They post beautiful imagesbeautiful images They have a lifestyle that is more exc
27、iting lifestyle that is more exciting or interesting than mine They have a lifestyle that is similar to minelifestyle that is similar to mine They are physically attractivephysically attractive Other people I know follow thempeople I know follow them They have a large followinglarge following 3 3 TH
28、E INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials How brands can engage with influencers and the platforms to engage on. INFLUENCERS AND BRANDS 11 THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Social media is a crucial driver of consumer
29、decisions for young Americans of Gen Z and Millennials of Gen Z and Millennials learn about products learn about products theyre interested in theyre interested in buying on social media. buying on social media. 24% say they learn about new products often on social media, 46% say they do sometimes,
30、and another 18% say rarely. have purchased a product after seeing a post from someone they follow. 7% say they do this often, and 49% say they do this sometimes. 12 INFLUENCERS AND BRANDSINFLUENCERS AND BRANDS Some quotations are lightly edited for grammar or clarity. say social media is where they
31、most often learn about new products to buy. 20% say they most often learn about new products from advertisements on social media, 12% from social media posts from friends and family, 18% from influencers18% from influencers, 15% from TV, 1% from newspapers or magazine, 3% from blogs, and 15% from wo
32、rd of mouth. 88%56%50% THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 24%24% 16%16% 20%20% 12%12% 23% 24% 19% 17% 10% 10% 15% 12% 7% 12% 14% 23% 13% 12% 15% 17% 3% 5% 4% 6% 8% 4% 9% 14% 16% 6% 6% Gen-Z Women Gen-Z Men Millennial Women Millennial Men Social media post
33、s from influencersAdvertisements on social media Social media posts from friends or familyTV Newspapers or magazinesWord of mouth BlogsOther Nearly 1 in 4 Gen Z women say influencers are where they most often learn about new products to buy 13 INFLUENCERS AND BRANDSINFLUENCERS AND BRANDS Where do yo
34、u most often learn about new products youre interested in buying? THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 43%43% 42%42% 4%4% 3%3% 3%3% 2%2% 0%0% 53%53% 34%34% 5%5% 3%3% 1%1% 1%1% 0%0% 40%40% 27%27% 26%26% 2%2% 2%2% 1%1% 0%0% Among men, YouTube is the most popu
35、lar platform for following influencers. For women, its Instagram. 14 INFLUENCERS AND BRANDSINFLUENCERS AND BRANDS What is your favorite sitefavorite siteor platform for following influencers? 41%41% 25%25% 19%19% 7%7% 4%4% 2%2% 1%1% GEN Z MENGEN Z MENGEN Z WOMENGEN Z WOMENMILLENNIAL MENMILLENNIAL ME
36、NMILLENNIAL WOMENMILLENNIAL WOMEN YouTube Instagram Snapchat Twitter Facebook TikTok Twitch THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 00708090100 13-16 year-olds are as likely to use TikTok as Facebook and Twitter 15 INFLUENCERS AND BRANDSINFLUENCERS
37、AND BRANDS Each logo represents the share of that age group who say they use the platform 13-16 17-21 22-26 27-31 32-38 YouTubeFacebookInstagramSnapchatTwitterTwitchTikTok AGE:AGE: THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 10%10% 25%25% 47% 56% 23% 13% 11% 4% 8%
38、 All Gen Z and Millennials Frequent social media shoppers A lotSomeNot muchNot at allDont know / No opinion Just 10% say they have “a lot” of trust in influencers product promotions, while 39% have some. However, frequent social media shoppers are more trusting. 16 INFLUENCERS AND BRANDSINFLUENCERS
39、AND BRANDS To what extent do you trust social media influencers to give you good advice about brands or products they are promoting? Frequent social media shoppers Frequent social media shoppers are Gen Z and Millennials who say they “often” learn about new products they are interested in purchasing
40、 from social media. They make up 24 percent of the Americans age 13-38. THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Influencers are more trusted than celebrities as brand spokespeople 17 INFLUENCERS AND BRANDSINFLUENCERS AND BRANDS The share who say they trust eac
41、h of the follow to give good advice about brands or products they are promoting. 82%82% 69%69% 65%65% 52%52% 44%44% 84%84% 80%80% 78%78% 50%50% 38%38% My friends and family Product reviews on Amazon or similar sites Reviews from websites/news Influencers you follow on social media Your favorite cele
42、brities / athletes Gen ZMillennials THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Being knowledgeable and relatable makes influencers more effective salespeople 18 INFLUENCERS AND BRANDSINFLUENCERS AND BRANDS Do the following make you more or less likely to buy a pr
43、oduct or service that an influencer recommends? 55%55% 48%48% 50%50% 43%43% 41%41% 57%57% 50%50% 48%48% 44%44% 38%38% The influencer seems knowledgeable on the product, brand, or industry they are promoting The influencer is the type of person I can relate to The influencer displays real enthusiasm
44、for the product, brand, or industry they are promoting The sponsored post is funny, engaging, or otherwise content you might enjoy The influencer is the type of person I aspire to be Gen ZMillennials 4 4 THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 19 The degree to
45、 which young Americans want to be influencers themselves, and why. BEING AN INFLUENCER THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 12%27%54%86% Most young Americans are interested in becoming influencers consider consider themselves to themselves to be influencers
46、 be influencers 11% 11% of Gen Z and 12%12%of Millennials say this label fits them. know an know an influencer influencer personallypersonally That includes 32% of the 22- 26 year-olds, the highest level for any age group. would become an would become an influencer, given influencer, given the oppor
47、tunitythe opportunity 26% strongly agree they would take the opportunity to become an influencer, and 28% somewhat agree are willing to post are willing to post sponsored contentsponsored content for moneyfor money 66% say they would accept money to promote a product on one of their personal social
48、media channels if they liked the product. Another 20% say they would do so even if they dont like the product. 20 THE INFLUENCER MARKETTHE INFLUENCER MARKET THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 61% of young Americans are likely to organically post about bra
49、nds they like 21 INFLUENCERS AND BRANDSINFLUENCERS AND BRANDS How likely are you to share the following on social media? A higher share say theyre likely post about brands and products than food theyre eating 39%39% 35%35% 33%33% 33%33% 29%29% 29%29% 24%24% 22%22% 19%19% 32%32% 31%31% 36%36% 32%32% 32%32% 25%25% 30%30% 27%27% 29%29% Travel experiences Memes someone else created Events youre attending Photos of yourself Brands or products you like Memes you created Food youre eating Videos of yourself Opinions on current affairs