How to Succeed at Influencer Marketing in 2024

Publish date: 2024-08-14

The research fueling this report was fielded June 21-25, 2023, among a representative sample of 2,204 U.S. adults who use Twitter, Facebook, Snapchat, Instagram, TikTok, Twitch, or YouTube, including 1,198 who follow influencers, with unweighted margins of error of +/- 2 and +/-3 percentage points, respectively. An additional survey was fielded June 21-July 6, 2023, among 1,000 Gen Zers ages 13-26 who use Twitter, Facebook, Snapchat, Instagram, TikTok, Twitch, or YouTube, including 811 who follow influencers, with an unweighted margin of error of +/-3 percentage points.

Historical data was drawn from research conducted Sept. 27-30, 2019, among a representative sample of 2,200 Gen Zers (ages 13-22) and millennials (ages 23-38) who use social media platforms, with an unweighted margin of error +/-2 percentage points.

Media & entertainment data also draws from a monthly survey conducted from July 2023 among roughly 2,200 U.S. adults, with an unweighted margin of error +/- 2 percentage points.

Survey conducted June 10-11, 2023, among a representative sample of 2,220 total U.S.
adults, with unweighted margins of error of +/-2 percentage points.

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