55% of 18-24 year-olds find sponsored post hashtags “annoying”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 20, 2019, 3:25 AM UTC

40% of them consider content that feels authentic or real as a “very important” factor in following an influencer.

A research conducted by UM found that 45% of social media users find sponsored post hashtags “annoying”. This rises up to 55% for users aged 18-24. The report also found that whether content feels authentic or real is a factor in users deciding to follow influencers on social media.

25% of the total respondents noted this to be a “very important” factor whereas this was true for 40% of 18- 24 year-olds. The report also found 37% of consumers being able to best express themselves on Instagram and 20% of them on Facebook.

Additionally, LinkedIn is where 21% of consumers across ages feel they are “most themselves”. 12% of consumers feel “most themselves” on Facebook, 13% do so on Instagram and 14% on Snapchat.

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