87% of consumers receptive to brand-sponsored influencer content on social media

Celeste Huang

An overview of social media influencer marketing.

Almost nine out of ten consumers are “somewhat or very” receptive to brand-sponsored influencer content on social media, with Gen Z being the most welcoming (91%) compared to Millennials (87%) and Gen X (82%), according to new research by Snapchat and Magna. 

Just over three in five (61%) global consumers agree that they use social media to follow influencers they like and the most popular content including cooking recipes (51%), tutorials (42%), and lifestyle (42%). 

More than half of users (55%) say they somewhat trust creators and 16% of respondents think creator content is not trustworthy. Users say creators can...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands