Influencer Marketing Impact Report
How do influencers and social platforms affect how people consume content, research and buy products, and connect with community and brands?
We asked 500 Millennial and Gen Z consumers
What social media platforms do you post on regularly? Where do you consume influencer content? Which social platforms are you most likely to purchase products from? What factors play into your purchase decisions? And more…
Top 5 most used social platforms for consuming influencer content, ranked by all consumers:
1. Instagram
2. Youtube
3. TikTok
4. Facebook
5. X
Of all consumers said that they find short-form videos (less than 3 minutes) to be the most engaging content type.
This was followed by photo content and long-form videos (5+ minutes).
The consumer behavior evolves heavily on Pandora’s social media channels. We see that most of our community on TikTok and Instagram are interested in snackable content formats; either focusing on storytelling, product or engaging angles. Our community wants to have an interactive exchange and engage with our short-form videos. We offer our consumers a variety of different content formats like trends, viral products, styling, how-to`s and content around what our community loves which gives us the opportunity to share quick content and engaging messages that resonate with our audience. As a result, tailoring our content to this preference led to higher unique reach, high engagement rates and an interactive exchange.
Top 5 most used social platforms for purchasing products, ranked by all consumers:
1. TikTok
2. Instagram
3. Facebook
4. Youtube
5. Pinterest
However, while TikTok won social commerce, YouTube was ranked #1 for product research (download the report to see the full rankings).
Of consumers are at least somewhat likely to be persuaded to purchase a product from a brand if an influencer they know and trust posts about it
Unfortunately, even though influencers have the power to drive social commerce, consumers expressed some hesitancy about paying for gated content.
Only 56% of all consumers said they would pay for a favorite or trusted social media influencer’s exclusive content.
