The Top 11 Things Influencers Have Actually Influenced Gen Z & Millennials to Buy

It’s the era of influencer marketing—but what have Gen Z & Millennials actually purchased because of an influencer? We found out just how many have bought something after learning about it from a blogger, vlogger, YouTuber, Instagrammer, etc., and what they got…

Influencer marketing is allowing the online-famous to make big bucks with brands clamoring to strike partnerships in an effort to reach the elusive ad-skipping generations. While brands race to understand the effectiveness of the now-popular tactic, we went straight to the source, and asked young consumers what they really think about influencers and influencer marketing in our recent trend The Influencer Effect. We uncovered that over three in ten Gen Z & Millennials consider online celebrities their friends, and they are more likely to feel a personal relationship with online celebrities over Hollywood celebrities. At a time when young consumer trust is at an all-time low, they’re looking to their peers for advice, and word-of-mouth marketing is king. The feeling of kinship we see here is boosting the status of bloggers and vloggers, turning them into trusted sources of information—and brands, of course, are leveraging the closer relationships that influencers have with their audience, and turning them into sales.

They’re in luck. Almost half of 13-34-year-olds say they’re more likely to consider buying a product their favorite online celebrity recommends. But how many have actually made good on their purchasing considerations, and what have influencers actually influenced young consumers to buy so far? To find out, we asked 1000 Gen Z and Millennials if they have ever purchased something that an online celebrity (blogger, vlogger, YouTuber, Instagrammer, etc.) has spoken about or recommended, and asked them to tell us…

 
 

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The Newsfeed

“[Anna Victoria is] a good role model to women and is changing the way the world looks at fitness and body image.”—Female, 21, CA

Abercrombie & Fitch is going gender-neutral for their new kids’ clothing line. The “Everybody Collection” features “tops, bottoms, and accessories” for five-14-year-old boys and girls. A&F’s Brand President explained their decision to appeal to The Genreless Generation: "Parents and their kids don’t want to be confined to specific colors and styles, depending on whether shopping for a boy or a girl.'' The line of 25 new styles will be rolling out online and to 70 stores, starting this month. (Today)

Millennials & Gen Z already think the Nintendo Switch is cool, and now the brand is giving them more ways to use it. They’re introducing Nintendo Labo, “cardboard-based, interactive DIY experiences” for the Switch, tapping into the “toys-to-life” trend. The variety kit lets players construct five different “Toy-Con” experiences that include turning the Joy-Con controller into a motorbike handle complete with a throttle that can be twisted to accelerate, and creating a piano that senses which keys are pressed to produce the correct musical note. (Kidscreen)

YouTube is pulling Tide Pod Challenge videos from its platform. Teens started eating Tide pods when memes showcasing their Gusher-like colors went viral. The brand has since issued warnings not to eat the pods, and some stores have even begun locking up the product. YouTube has explained the decision to take down the popular pod-eating videos as a continuation of their policy to “prohibit content that’s intended to encourage dangerous activities that have an inherent risk of physical harm." Some are suggesting that pressure from parent company Procter & Gamble may have also been a factor. (Mashable)

The streaming wars are continuing, but audiences are turning to Netflix, Hulu, and Amazon Prime for very different kinds of content. Hub Entertainment Research found original content is winning users' time on Netflix, while over half watch Hulu for its syndicated collection, and movies are most popular on Amazon Prime. The study also found that most Americans overall spend their entertainment time watching TV (40%), but 18-24-year-olds are most likely to engage with gaming and online video, like YouTube. (Quartz)

Outdoor Voices embraced Millennials’ minimal moment to break onto the athleisure scene. The brandless brand goes for a minimalist aesthetic with pops of color, and sees itself as an anti-Nike of sorts. The founder explains that they’re “a recreational Nike” because “With Nike and so many other brands, it’s really about being an expert, being the best. With OV, it’s about how you stay healthy—and happy.” Whatever they’re doing, it’s working: the company has grown rapidly since it was founded in 2013, climbing a startling 800% in 2016 alone. (Vogue)

“I saw some heartbreaking stories in the internet, and decided to look up some international charities and donate to them.”—Male, 20, WA

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