MORNING CONSULTTHE INFLUENCER REPORTEngaging Gen Z and MillennialsAn in-depth guide to how younger Americans interactwith the new class of cultural tastemakersTABLE OF CONTENTS1Introduction2The Influencer Market3Influencers and BrandsHow much influence doHow brands can engage withInfluencers and the platformsyoung Americans and whyto engage on.they follow them.4Being an Influencer5 The Top InfluencersThe degree to which younginfluencers and why.THE INFLUENCER REPORT:2INTRODUCTIONInfluencers have become a central part of social media for youngAmericans,and social media is an increasingly central driver ofconsumer decisions.Nearly three quarters of Gen Z and Millennialsfollow influencers on social media,and a majority say social media iswhere they most often learn about new products they're interested in.Because of this,influencers provide brands with a key opportunity toreach young Americans-so long as they adequately understandhow and where to engage them.Based on over 2,000 survey interviews with 13-38 year-olds,this report willexplore the scale and nature of influencer engagement.We look at where youngAmericans follow influencers,who they like to follow,why they follow,how muchtrust they have in influencers,and how much interest they have in becominginfluencers themselves.THE INFLUENCER REPORT:3Influencers,and teenagers are more llkelyto see In Influencers they follow:88%sayto follow many:72 percent say they followit's important for influencers to be authenticat least some influencers.2For Gen Z,top YouTube Influencers are5The potentlal mlcro-Influencer market Ismasslve:Young Americans of all stripes areGen Z men know gaming YouTuberwilling to post sponsored content,and aPewDiePie as Lebron James.Andmajority of them are likely to organically postPewDiePie is more well-liked.about brands they like.3of Millennials trust influencers they follow onproduct recommendations,compared to 38percent for their favorite celebrities.THE INFLUENCER REPORT:MORNING CONSULTBRANDINTELLIGENCEMorning Consultempowers marketing,communications andbrand insights leaders to make data driven decisions aroundtheir brand:Tracking over 3,000 brandsin 12 countries everydayConducting over 10,000 interviews daily across over100 demographic variablesaStreamingover 100 million social mediaposts toaggregate social media,news,and economic data45SONYREQUEST A DEMO