Infographic: For Brands, Influencers Are More Powerful Than Celebrities

Analyzing the biometric response of Gen Z and millennials

Over half of 13- to 24-year-olds don't skip digital creator content. Getty Images
Headshot of Sammy Nickalls

The “skip” button is a blessing for ad-hating consumers and a curse for advertisers. But new research suggests there’s a key way to keep Gen Zers and younger millennials watching: use influencers.

Fullscreen partnered with research lab MediaScience to study 13- to 24-year-olds’ biometric responses to ads, brands and social influencer content. And the data is promising for brands—about 40 percent of participants have shared sponsored content. The outlook is particularly rosy for brands that utilize influencers and digital creators in their ads. Over half (58 percent) of 13- to 24-year-olds don’t skip digital creator content, compared with preroll ads (15 percent) and TV ads (26 percent).

“Our study found that influencer-branded content delivers TV-like emotions, higher attention than preroll and stronger brand impact across the board that hints at a deeper level of connection between audience and format,” said Pete Stein, general manager, Fullscreen. “Today’s youth audiences are a complex mix of ad avoiders and brand advocates. Marketers need nuanced approaches to effectively impact them.”

This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
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