Morning Consult：意见领袖营销报告（英文版）(33页).pdf

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1、An in-depth guide to how younger Americans interact with the new class of cultural tastemakers Engaging Gen Z and Millennials THE INFLUENCER REPORT THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials 2 2 How much influence do influencers have over young Americans and why

2、they follow them. 1 1 Introduction 3 3 How brands can engage with influencers and the platforms to engage on. 4 4 2 The Influencer Market Being an Influencer Influencers and Brands TABLE OF CONTENTSTABLE OF CONTENTS 5 5 The Top Influencers Who are the most influential influencers and what young Amer

3、icans 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 Millennials Influencers have become a central part of social media for young Americans, and social media is an increasingly central driver o

4、f 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

5、 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

6、they follow, how much trust they have in influencers, and how much interest they have in becoming influencers themselves. 3 INTRODUCTIONINTRODUCTION THE INFLU ENC ER REPORT:THE INFLU ENC ER REPORT: Engaging Gen Z and Millennials Most Gen Z and Millennials follow Most Gen Z and Millennials follow inf