What Consumers Want from Influencer Marketing

In a surprising twist, only 35% of Gen Z consumers rank authenticity as a top trait they care about in influencers.

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While older generations are looking for influencers who align with their personal values and seem authentic, younger consumers are more discerning. Instead, they care more about follower count and posting frequency. Generations who grew up with social media and influencers are more loyal to personal recommendations and trending products than brands.