Young consumers have mixed feelings about the authenticity of influencers. Sprout Social’s findings show that 49% of all consumers make recurring purchases because of influencers—with Gen Z and Millennials certainly leading this number. And trust in influencers is on the rise, with 30% overall trusting them more than they did six months ago, while nearly half maintain the same level of trust. However, the study states the importance of authenticity in influencers may be fading, as only 35% of Gen Z consumers value it while 47% prioritize follower count, though YPulse data shows quite the opposite. And even though it’s a huge step away from authenticity, consumers overall are divided about AI influencers too, with the same number (37%) finding a brand using them both intriguing and distrustful. (Marketing Dive)
đź“Š YPulse data:Â 56% of 13-39-year-olds would care if an influencer was AI-generated
