Influencers sway consumers but authenticity loses some clout, study says

Dive Brief:

• Nearly half of all consumers (49%) make daily, weekly or monthly purchases because of influencers, according to new research from Sprout Social. Moreover, trust is on the rise, with 30% saying they trust influencers even more than they did six months ago while nearly half say they trust influencers as much today as they did in the past.
• However, “authenticity” as a valued trait in influencers may be on the way out. Only 35% of Gen Z consumers said they cared most about authenticity from influencers, while 47% said they cared about follower count.
• Generative artificial (AI) has also begun to make its mark in the influencer space, with mixed consumer attitudes about the use of AI-created influencers demonstrating how the buzzy tech still presents pitfalls for marketers.

Dive Insight:

Influencers are definitely earning their titles, particularly with younger — Gen Z and millennial — consumers. While nearly half of all consumers surveyed said they make regular purchases because of influencers, that figure is largely influenced (pun intended) by the younger cohorts. The frequent buyers, those who make daily or weekly purchases based on influencers, tend to be millennials or Gen Zers.

Millennial and Gen Z consumers also prioritize influencers’ reputations over their shared values or authenticity. Among the frequent buyers, posting frequency and follower count (58% and 42%, respectively) far outweighed personal values and authenticity (32% and 21%) when it came to the traits consumers valued most among the influencers.

“Trust is a priceless commodity that every brand must build in order to compete in a market where consumers have seemingly endless purchasing options,” said Scott Morris, CMO of Sprout Social, in a statement.

Consumer trust is being tested by the rise of generative AI, which is beginning to affect the influencer space as marketers experiment with AI-generated creators. More than a third of consumers (37%) said they would be more interested in brands that use an AI influencer, while the same amount would be distrustful of a brand that did so. The remaining 27% said they are indifferent and wouldn’t be able to tell the difference.

Additionally, the role of the influencer in consumer and brand relationships is changing. The survey found that 29% of all consumers — and 41% of Gen Z consumers and 62% of frequent buyers — are more likely to share product feedback with influencers rather than the brands themselves. As a result, brands will want to engage more closely with influencers to understand these insights.

Instagram remains the top content platform for influencer engagement, but, unsurprisingly, preferences vary by age. Gen Z consumers are more likely to engage on TikTok, while Gen Xers and baby boomers rank Facebook as their top platforms. Across the board, consumers are most interested in food and drink (30%) and beauty (26%) influencer content, though, again, preferences vary by age. Millennials and Gen Z consumers are interested in fitness and gaming, while Gen Xers prefer entertainment and sports content.

Regardless, consumers are most likely to engage with genuine and unbiased influencer reviews, and more than half (55%) say access to discount or promo codes makes them more likely to seek out influencer content. Sprout Social surveyed 2,000 consumers and 300 influencers to arrive at the results in its 2024 Influencer Marketing Report.