Webinar On-Demand: Influencer Marketing in 2025
Key Takeaways
While trust in influencers has declined in the last year, they're still one of brands' more powerful and trusted means of connecting consumers with their products.
Gen Zers special influencer interests persists: The young cohort is 20 and 12 points more likely than the average social media user to follow influencers that post about gaming and comedy, respectively. Nearly identical gaps were recorded last year.
Consumers' definition of an influencer is also mostly unchanged from a year ago - and remains nebulous. The most commonly cited requirements for influencer-dom are things nearly anyone can do online, such as make entertaining content or share ideas.
Influencers undoubtedly drive action among their followers. Nearly half (45%) of social media users report that they "often" or "sometimes" make purchases after seeing someone post about it on social media. That's some real power, and one brands tap into via affiliate partnerships to track the impact of influencers and compensate them for their referrals. How are influencer trends evolving in 2025 and beyond? In this webinar, Morning Consult analysts Ellyn Briggs and Claire Tassin explore which demographics are following influencers and how those consumers are being driven to make purchases.
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
