Celebrity 2.0 by Stacy Landreth Grau

Author:Stacy Landreth Grau
Language: eng
Format: epub
Publisher: Business Expert Press
Published: 2022-04-07T00:00:00+00:00

Generation Z and SMIs: Understanding Followers and Fans

Influencer marketing has changed how brands promote their products and services, and this new strategy is particularly effective with two audiences—millennials (aged 25–40) and Generation Z (13–24). More than three quarters of both generational cohorts follow influencers on social media and most say that this is the way to learn about new products. A Morning Consult Survey shows that both men and women are influenced by SMIs. In terms of topics, men prefer gaming and sports influencers, while women prefer beauty and fashion. They all follow influencers on social media for four primary reasons: inspiration and aspiration; voyeurism; to learn about trends; and they find them interesting and fun. Important traits about influencers include (very important + somewhat important):

• Authenticity 88 percent

• Funny and engaging 88 percent

• Knowledgeable 85 percent

• Intelligent and thoughtful 83 percent

• Interests similar to me 83 percent

• Good taste and trust recommendations 78 percent

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