A survey recently published by polling firm Morning Consult found that a majority of Americans within the Gen Z and millennial generations have an interest in becoming influencers and web celebrities.
Interviewing 2,000 people between the ages of 13 and 38, the researcher found that 54% “would become an influencer, given the opportunity.” Interestingly enough, 12% of respondents already considered themselves to be influencers.
Since the survey cites self-reported data, there is no comparative data to show whether the latter group of respondents have significant follower counts. However, what this data demonstrates is that at least a portion of respondents are enthusiastic enough about the social media scene to call themselves influencers.
Perhaps more important to marketers and brands is the fact that 86% of respondents have shown a willingness to post sponsored content for cash.
“66% say they would accept money to promote a product on one of their personal social media channels if they liked the product. Another 20% say they would do so even if they don’t like the product,” the survey noted.
It’s important to pay attention to the former group, as it shows that the majority of people interviewed who would take on sponsorships would do so in a manner that’s most likely going to jive with their own tastes. This is important to conversion rates as posts that show a level of authenticity tend to produce better results.
Rather than restricting itself to centering around Instagram, the survey also took note of social media preferences among different demographics. It turns out that males from both Gen Z and the millennial generation are more accustomed to viewing content on YouTube and females gravitate more towards Instagram.
Generational differences are clearer when looking at other platforms. Gen Z-ers prefer Facebook less than millennials, whereas they are more aware of newer platforms like TikTok.
Behind all of the data gathered by Morning Consult’s influencer report lies a particular constant: Influencer marketing is going to be around for some time, as newer generations that haven’t yet reached adulthood are as likely to rely on social media for brand recommendations as their predecessors.
The growing power of influencer marketing also raises questions of ethics, which are set to be discussed at the upcoming Influencer Awards 2020.