Morning Consult-Z世代和千禧一代意见领袖营销报告（英文）-2019.11-33页.pdf

An in-depth guide to how younger Americans interact with the new class of cultural tastemakersEngaging Gen Z and MillennialsTHE INFLUENCER REPORTTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials2 2How much influence do influencers have over young Americans and why they follow them.1 1Introduction3 3How brands can engage with influencers and the platforms to engage on.4 42The Influencer MarketBeing an InfluencerInfluencers and BrandsTABLE OF CONTENTSTABLE OF CONTENTS5 5The Top InfluencersWho are the most influential influencers and what young Americans think about them.The degree to which young Americans want to be influencers and why.THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsInfluencers have become a central part of social media for young Americans,and social media is an increasingly central driver of consumer decisions.Nearly three quarters of Gen Z and Millennials follow influencers on social media,and a majority say social media is where they most often learn about new products theyre interested in.Because of this,influencers provide brands with a key opportunity to reach young Americans so long as they adequately understand how and where to engage them.Based on over 2,000 survey interviews with 1313-38 year38 year-oldsolds,this report will explore the scale and nature of influencer engagement.We look at where young Americans follow influencers,who they like to follow,why they follow,how much trust they have in influencers,and how much interest they have in becoming influencers themselves.3INTRODUCTIONINTRODUCTIONTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsMost Gen Z and Millennials follow Most Gen Z and Millennials follow influencers,and teenagers are more likely influencers,and teenagers are more likely to follow many:to follow many:72 percent say they follow at least some influencers.For Gen Z,top YouTube influencers are For Gen Z,top YouTube influencers are as popular as major celebrities:as popular as major celebrities:As many Gen Z men know gaming YouTuber PewDiePie as Lebron James.And PewDiePie is more well-liked.And influencers are more trusted as And influencers are more trusted as spokespeople than celebrities:spokespeople than celebrities:50 percent of Millennials trust influencers they follow on product recommendations,compared to 38 percent for their favorite celebrities.Authenticity is the key trait people want Authenticity is the key trait people want to see in influencers they follow:to see in influencers they follow:88%say its important for influencers to be authentic and genuinely care about their interests.The potential microThe potential micro-influencer market is influencer market is massive:massive:Young Americans of all stripes are willing to post sponsored content,and a majority of them are likely to organically post about brands they like.1 12 23 34 45 54FIVE KEY TAKEAWAYSFIVE KEY TAKEAWAYSMorning Consult empowersmarketing,communications and brand insights leaders to make data driven decisions around their brand:Tracking over 3,000 brands in 12 countries everydayConducting over 10,000 interviews daily across over 100 demographic variablesMeasuring industry and competitor benchmarks dailyStreaming over 100 million social media posts to aggregate social media,news,and economic dataREQUES T A D EMOREQUES T A D EMOBRANDINTELLIGENCE2 2THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsHow much influence do influencers have over young Americans and why they follow them.6THE INFLUENCER MARKETTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials23%23%30%30%26%26%22%22%24%24%15%15%49%49%46%46%52%52%56%56%50%50%43%43%27%27%24%24%22%22%22%22%27%27%43%43%All Gen Z andMillennialsAge:13-16Age:17-21Age:22-26Age:27-31Age:32-38Yes,manyYes,someNo,none at allDo you follow any people on social media who could be considered influencers?72%of Gen Z and Millennials follow influencers,and teenagers are more likely to follow many 7THE INFLUENCER MARKETTHE INFLUENCER MARKETTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsDo you follow any social media influencers who post regularly about the following?Men prefer following gaming and sports influencers.Women prefer beauty and fashion.8THE INFLUENCER MARKETTHE INFLUENCER MARKET62%62%41%41%35%35%27%27%27%27%24%24%23%23%12%12%9%9%GamingFitness/sportsFoodTravel/lifestyleHealth/wellnessPolitics/social causesFashionBeauty/skin careFamily/parenting59%59%49%49%47%47%40%40%40%40%32%32%30%30%26%26%21%21%Beauty/skin careFashionFoodTravel/lifestyleHealth/wellnessFamily/parentingFitness/sportsGamingPolitics/social causesMEN MEN WOMEN WOMEN THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsIn their own words:Why young Americans follow influencers9THE INFLUENCER MARKETTHE INFLUENCER MARKETRespondents were asked an open-ended prompt:Why do you like to follow influencers?Why do you like to follow influencers?Some quotations are lightly edited for grammar or clarity.Inspiration andInspiration andaspirationaspirationSeeing their successful lives inspires me to do better in my own.”“They inspire me to be who I am and they make me feel good about myself.”“To get ideas on how to start your own business or become an entrepreneur yourself.”“They can make a big positive change to society.”VoyeurismVoyeurism“They are fun to watch and its close as I get to meet someone famous.”“Honestly,I am a very nosy person and like to see what other people are up to.”“To see what they do with their lives and their wealth.Its intriguing to follow their life.”Learning aboutLearning aboutnew trendsnew trends“To stay trendy.I like to know whats hot.”“I like to see the new beauty trends and what works and doesnt work.I like to make sure the products Im going to spend my hard earned money on are worth it.”“They are more in tune to the things that I like so I follow them to see the newest trends.”Interesting,fun contentInteresting,fun content“They provide interesting content in a more personal setting.”“Usually they are very entertaining.”“To learn about new and interesting things they have to show,such as adventures and their lifestyle.”“I follow social media influencers because they produce content and information in a very entertaining way.”THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials58%58%53%53%48%48%44%44%42%42%36%36%33%33%33%33%20%20%17%17%16%16%10%10%10%10%10%10%30%30%35%35%37%37%39%39%41%41%42%42%39%39%38%38%32%32%32%32%32%32%22%22%21%21%19%19%12%12%15%17%17%22%28%29%48%51%52%68%69%71%Very importantSomewhat importantWhen deciding whether to follow an influencer on social media,how important are the following?Authenticity is the most important trait for influencers while having a large following is less so10THE INFLUENCER MARKETTHE INFLUENCER MARKETThey are authenticauthenticand genuinely care about their interestsThey are funnyfunnyor have engaging personalitiesThey are knowledgeableknowledgeableon something I care aboutThey are intelligentintelligentor thoughtfulThey have interestsintereststhat are similar to mesimilar to meThey have good tastegood taste,and I trust their recommendationsThey have good stylegood styleor have their own sense of styleThey are personal and open personal and open about sharing things theyre dealing withThey post beautiful imagesbeautiful imagesThey have a lifestyle that is more exciting lifestyle that is more exciting or interesting than mineThey have a lifestyle that is similar to minelifestyle that is similar to mineThey are physically attractivephysically attractiveOther people I know follow thempeople I know follow themThey have a large followinglarge following3 3THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsHow brands can engage with influencers and the platforms to engage on.INFLUENCERSAND BRANDS11THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsSocial media is a crucial driver of consumer decisions for young Americansof Gen Z and Millennials of Gen Z and Millennials learn about products learn about products theyre interested in theyre interested in buying on social media.buying on social media.24%say they learn about new products often on social media,46%say they do sometimes,and another 18%say rarely.have purchased a product after seeing a post from someone they follow.7%say they do this often,and 49%say they do this sometimes.12INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSSome quotations are lightly edited for grammar or clarity.say social media is where they most often learn about new products to buy.20%say they most often learn about new products from advertisements on social media,12%from social media posts from friends and family,18%from influencers18%from influencers,15%from TV,1%from newspapers or magazine,3%from blogs,and 15%from word of mouth.88%56%50%THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials24%24%16%16%20%20%12%12%23%24%19%17%10%10%15%12%7%12%14%23%13%12%15%17%3%5%4%6%8%4%9%14%16%6%6%Gen-Z WomenGen-Z MenMillennial WomenMillennial MenSocial media posts from influencersAdvertisements on social mediaSocial media posts from friends or familyTVNewspapers or magazinesWord of mouthBlogsOtherNearly 1 in 4 Gen Z women say influencers are where they most often learn about new products to buy13INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSWhere do you most often learn about new products youre interested in buying?THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials43%43%42%42%4%4%3%3%3%3%2%2%0%0%53%53%34%34%5%5%3%3%1%1%1%1%0%0%40%40%27%27%26%26%2%2%2%2%1%1%0%0%Among men,YouTube is the most popular platform for following influencers.For women,its Instagram.14INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSWhat is your favorite sitefavorite siteor platform for following influencers?41%41%25%25%19%19%7%7%4%4%2%2%1%1%GEN Z MENGEN Z MENGEN Z WOMENGEN Z WOMENMILLENNIAL MENMILLENNIAL MENMILLENNIAL WOMENMILLENNIAL WOMENYouTubeInstagramSnapchatTwitterFacebookTikTokTwitchTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials010203040506070809010013-16 year-olds are as likely to use TikTok as Facebook and Twitter15INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSEach logo represents the share of that age group who say they use the platform13-1617-2122-2627-3132-38YouTubeFacebookInstagramSnapchatTwitterTwitchTikTokAGE:AGE:THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials10%10%25%25%47%56%23%13%11%4%8%All Gen Z andMillennialsFrequent socialmedia shoppersA lotSomeNot muchNot at allDont know/No opinionJust 10%say they have“a lot”of trust in influencers product promotions,while 39%have some.However,frequent social media shoppers are more trusting.16INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSTo what extent do you trust social media influencers to give you good advice about brands or products they are promoting?Frequent social media shoppers Frequent social media shoppers are Gen Z and Millennials who say they“often”learn about new products they are interested in purchasing from social media.They make up 24 percent of the Americans age 13-38.THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsInfluencers are more trusted than celebrities as brand spokespeople17INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSThe share who say they trust each of the follow to give good advice about brands or products they are promoting.82%82%69%69%65%65%52%52%44%44%84%84%80%80%78%78%50%50%38%38%My friends and familyProduct reviews on Amazon or similar sitesReviews from websites/newsInfluencers you follow on social mediaYour favorite celebrities/athletesGen ZMillennialsTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsBeing knowledgeable and relatable makes influencers more effective salespeople 18INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSDo the following make you more or less likely to buy a product or service that an influencer recommends?55%55%48%48%50%50%43%43%41%41%57%57%50%50%48%48%44%44%38%38%The influencer seems knowledgeable on the product,brand,or industry they are promotingThe influencer is the type of person I can relate toThe influencer displays real enthusiasm for the product,brand,or industry they are promotingThe sponsored post is funny,engaging,or otherwisecontent you might enjoyThe influencer is the type of person I aspire to beGen ZMillennials4 4THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials19The degree to which young Americans want to be influencers themselves,and why.BEING AN INFLUENCERTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials12%27%54%86%Most young Americans are interested in becoming influencersconsider consider themselves to themselves to be influencers be influencers 11%11%of Gen Z and 12%12%of Millennials say this label fits them.know an know an influencer influencer personallypersonallyThat includes 32%of the 22-26 year-olds,the highest level for any age group.would become an would become an influencer,given influencer,given the opportunitythe opportunity26%strongly agree they would take the opportunity to become an influencer,and 28%somewhat agreeare willing to post are willing to post sponsored contentsponsored contentfor moneyfor money66%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 dont like the product.20THE INFLUENCER MARKETTHE INFLUENCER MARKETTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and Millennials61%of young Americans are likely to organically post about brands they like21INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSHow likely are you to share the following on social media?A higher share say theyre likely post about brands and products than food theyre eating39%39%35%35%33%33%33%33%29%29%29%29%24%24%22%22%19%19%32%32%31%31%36%36%32%32%32%32%25%25%30%30%27%27%29%29%Travel experiencesMemes someone else createdEvents youre attendingPhotos of yourselfBrands or products you likeMemes you createdFood youre eatingVideos of yourselfOpinions on current affairsVery likelySomewhat likelyTHE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT:Engaging Gen Z and MillennialsThe potential micro-influencer market is massive:Young Americans of all stripes are willing to post sponsored content for money22INFLUENCERS AND BRANDSINFLUENCERS AND BRANDSIf a brand reached out to you and offered you money to promote their product on one of your social media channels,would you accept?16%16%23%23%22%22%16%16%16%16%22%22%13%13%9%9%26%26%18%18%23%23%71%71%62%62%63%63%73%73%70%70%64%64%72%72%77%77%63%63%69%69%60%60%13%15%15%11%14%14%15%14%11%13%17%WomenMenIncome:Under 50kIncome:50k-100kIncome:100k+Educ:CollegeEduc:Bachelors degreeEduc:Post-grad