The State of Influencer Marketing Report: In Influencers We Trust

In a surprising twist, only 35% of Gen Z consumers rank authenticity as a top trait they care about in influencers. While older generations are looking for influencers who align with their personal values and seem authentic, younger consumers are more discerning.

Almost half of all consumers make purchases at least once a month because of influencer posts, but many still underestimate the impact influencer marketing has on their buying decisions. We explore how influencer content compels us to “add to cart.”

93% of influencers say the quality of a brand’s existing social content impacts whether they agree to collaborate—suggesting that what you post is as critical to attracting partners as it is customers. Learn what goes into a winning collaboration.

Almost 60% of marketers plan to partner with more influencers in 2025 compared to 2024—and no, it’s not simply an awareness play. But scaling your influencer program doesn’t happen overnight. See how best-in-class brands drive greater impact from their influencer investments.

80% of consumers agree that they would be more willing to buy from brands that partner with influencers beyond social content. Influencer marketing isn’t going anywhere. If anything it will become more central to brands’ marketing strategies—even outside of social media.