Consumers are open to influencer branded content but some say they see too much of it on social media. This is according to a Kantar survey in 2019 and 2020 of consumers in Argentina, Brazil, China, France, Germany, Spain, the UK and the US who use at least two internet connected devices.
One-quarter (24%) of consumers say they prefer influencer branded content to other forms of advertising, while this rises to two-thirds when including those who are neutral (giving a score of three on a one to five scale).
However, two-fifths (42%) of consumers also say they see...