Majority of younger consumers are likely to push their favourite brands for free

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 07, 2019, 5:16 PM UTC

Gen Z and millennials tendency to organically talk about their favourite brands offers marketers a low-cost opportunity.

This piece says that brands can leverage the continuing interest of younger consumers in influencer marketing to augment their messages online. A new survey by Morning Consult found that 86% of GenZ and millennials are open to sharing sponsored content online for money.

61% respondents, further said that they would promote the brands they enjoy, without any financial element being involved. The findings indicate the young consumers are looking to influencer marketing as “a career path or side hustle.”

Authenticity remains a significant factor for the success of influencer marketing, with influencer expertise making followers 56% more likely to buy a product. But, influencer relatability was a driving factor for purchases for just under half of those surveyed (49%).

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