Social media management and analytics software company Sprout Social has released a report on influencer marketing with insightful findings from surveys conducted with 2,000 consumers and 300 influencers across the United States and the United Kingdom. 

The research delves into the perspectives and preferences of consumers and influencers regarding influencer marketing practices.

According to the report, consumers across generations have varying expectations when it comes to influencer marketing. While 53% of respondents stated that they follow influencers who align with their personal values, and 47% value authenticity even when the content is sponsored, the findings differ for Generation Z. 

Only 35% of Gen Z respondents cited authenticity as a critical factor, with 47% prioritizing the influencer’s follower count, giving credit to quantity. 

“The findings illustrate how influencers are highly trusted catalysts of buying decisions, but their revenue impact becomes even greater when considering the preferences of Gen Z, whose buying power is quickly growing,” Sprout Social states.

The report also highlights the influencer marketing topics that resonate most with consumers. Food and drink content (30%) and beauty content (26%) capture consumer attention most frequently. However, preferences vary by age, with younger consumers showing more interest in fitness, gaming, and lifestyle content, while Gen X prefers movies/TV and sports content.

When it comes to successful brand and influencer collaborations, 67% of consumers favor honest and unbiased content, followed by entertaining content (48%), educational content (29%), surprising and unexpected content (19%), and aspirational content (18%).

The platforms where consumers engage with influencers also vary. Instagram, Facebook, TikTok, and YouTube are the most popular platforms overall. However, 50% of Baby Boomers are most likely to engage on Facebook, while Gen X and Millennials are almost twice as likely as Boomers to engage on Instagram. Notably, 27% of Gen Z respondents engage with influencers on TikTok, compared to 15% overall.

Other key findings include 37% of consumers valuing influencers who post the “right” amount of content and 36% following influencers who align with their personal demographics, such as age, gender, or location.

The report emphasizes data-driven, audience-first strategies for effective influencer marketing across generations. “Brands who put influencers at the core of their overall strategies, on and off social, will reap the benefits as the influencer economy grows in tandem with consumer trust,” said Scott Morris, CMO of Sprout Social. The full report is available here.