Neville HobsonIn #firpodcast 405, @shelholtz and I analyse a Sprout Social report indicating nearly 50% of consumers, especially Gen Z, trust influencer endorsements. What does this shift mean for authenticity in marketing? 🤔 Tune in to our 15-min discussion. #genz #influencerimpact
https://www.firpodcastnetwork.com/fir-405-gen-zs-connection-with-influencers/
FIR #405: Gen Z's Connection with Influencers - FIR Podcast Network
Just how much influence do online influencers wield? According to a Sprout Social report, nearly half of all consumers make purchases based on influencer recommendations, and influencers appear to nobody more than Gen Zers. Those born between 1997 and 2012 -- the oldest of whom are now in their mid-20s with increasing buying power -- are even partial to AI-generated influencers, casting doubt on the importance of authenticity (and even how authenticity is defined). Neville and Shel break down the report and explore what it means to marketers in this short midweek episode.