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One-fifth (19.2%) of US social shoppers had seen shopping-related creator or influencer content in Instagram Channels, with that figure rising to 26.4% among millennial social shoppers, per our March 2024 鈥淯S Social Commerce鈥� survey.

When it comes to social purchases, influencers are perceived as much more influential than media companies. Just over 1 in 10 consumers said that content from a media company had compelled them to make a purchase on social media. Download our survey data in full here. A word on the high-level changes affecting affiliate marketing. Google鈥檚 latest core update has shaken affiliate marketing up.

There鈥檚 room for improvement: While 76% of brand marketers worldwide say UGC on owned media is the most common influencer marketing strategy, only 18% believe it's the most impactful, according to an August 2023 survey from CreatorIQ.

Regular social media users have a greater impact on Gen Zers than official influencers do. At least once a month, 32% of US Gen Zers engage with influencer marketing/brand collaborations on social media, according to a November 2023 Nfinite report.

Meanwhile, Gen Z overindexes compared with other generations in terms of watching influencer videos, with YouTube as the predominant platform, per Ampere Analysis as cited by The Media Leader. But Gen Zers are always looking for the next big thing. From media consumption to social networking to digital buying, video is a core element of most Gen Zers鈥� digital experiences.

When it comes to influencer marketing, the platform also lags behind key competitors. Spectacles could provide Snap with new spaces to monetize via ads and expand its business model, which also includes subscriptions via Snapchat+.

But 29% of Gen Zers and millennials turn to social media influencers to learn new ways of practicing self-care. 25% seek out 颈苍蹿濒耻别苍肠别谤蝉鈥� advice for new product discovery.

Video is key for influencer marketing. Among B2B marketers worldwide, 75% use influencers, and 93% plan to increase their spending on influencers, based on positive results, according to a 2023 Ogilvy report. Over half of all B2B marketers use video for interviews with influencers and subject matter experts, per an August 2023 Content Marketing Institute (CMI) survey.