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

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...

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