#E66 – THE STATE OF INFLUENCER MARKETING 2022: THE CONSUMER EDITION

Gen Z and millennial audiences have new expectations when it comes to influencer marketing – and marketers aren’t always keeping up.

Whether it’s the content formats they most enjoy or the platforms they’re most active on, staying on top of (let alone ahead of) the latest movements in consumer preferences can be challenging, particularly in a marketplace as fast-moving as retail.

We’re looking back over our research of 1,0008 consumers to pinpoint what it is exactly marketers need to be aware of when constructing their influencer marketing strategy.

We’re talking:

• The importance of long term partnerships
• Why live video isn’t doing it for one demographic
• And whether relatability is a valued trait for younger shoppers