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unleashinginfluencemarketers’guideinfluencers’success$5bnmarketcontentcreators,influencermarketingspendincreasesignificantlycomingyearsglobalinfluencermarketsize202220232024source:magnasocialreport”2022$6billionstakecomingyear,whatshouldbrandsdoensureinfluencermarketingsuccess?ourgoalsuncoveruserperceptionspreferencesaboutinfluencercontentidentifybestpracticesinfluencermarketingourscopemethodologyinterviewedweeklyuserssocialmediaplatformssnapchat(1649agegroup)fromrepresentativeonlinepanel.methodologyincludedgaugecurrentperceptionsinfluencercontentbrand-sponsoredinfluencercontentadditionally,gatheredfeedbackinfluencercontentacrossvariousplatformsthroughcreativefeedback1,179unitedstates1,003unitedkingdom1,005france1,005saudiarabia1,022australia5,214researchconductedcreatoreffectinfluencersnaturalassetbrandscookingrecipes51%lifestylecontent42%tutorials42%productreviews41%engagementsignificantdriverviewershipevenorganiccontent61%socialmediafollowinfluencerscontentcreatorslikepurposesocialmediausagenetscoreallplatformsallmarkets5,214surveywhatpurposesdoyouusefollowingsocialmediaplatform(s)?followinfluencerscontentcreatorssurveywhattypeinfluencercontentdoyoutypicallywatch?typesinfluencercontentpeopletypicallywatchselectedaddfollowinfluencercontentcreatorunitedstatesunitedkingdomfrancesaudiarabia*australiaacrossallmarkets,peopleseekbrandinfofrominfluencersproductrelatedinfluencercontentpeoplewatchallcategorieseachcountrysa,restaurantreviewsoverindexed,providingbrandsadditionalavenueusersusa1,179;ukn=1,003;frn=1,005;san=1,005;aun=1,022whattypeinfluencercontentdoyoutypicallywatch?averagewithineachcountry(100)tutorialsproductreviews122123118113141141115116111123restaurantreviewssa96%au88%us87%uk85%fr78%vastmajoritybrandssponsoringinfluencercontentallmarkets5,214;usa1,179;ukn=1,003;frn=1,005;san=1,005;aun=1,022surveyhowopenseeingsponsoredcontentfrominfluencers?brand-sponsoredcontent:sponsoredcontentwhereinfluencerspromoteendorseproductsbrandsponsoredinfluencercontentsomewhatopensimilartrendreceptivedon’tcaregenreceptivemillennial87%receptivegenreceptivereceptivitybrandsponsoredinfluencercontentconsistentacrossallgenerations10receptivitybrandsponsoredinfluencercontentsomewhatopenallmarkets,gen1,149;millennialsn=3,070;genn=995surveyhowopenseeingsponsoredcontentfrominfluencers?brand-sponsoredcontent:sponsoredcontentwhereinfluencerspromoteendorseproductsinfluencermarketingplaybooktakeactionbuildtrust12improvetrustinfluencercontent13allmarkets4,185;snapchat2,848;tiktok3,556;facebook3,801surveygeneral,howdoyoufeelaboutcontentpostedfollowingplatforms?perceptioninfluencercontent16%yes:28%somewhat:55%influencercontenttrustworthy?high-stakessectorsfinance14trusted source(s) researchingproducts selectedall markets 5,214survey sayyou're looking new[product]. which followingsources would you trust more gatherinformation about [product before getting apparelskincare wouldtrust finance18% 42% 21% 19% 25% 33% 28% 14% 28% 31% 27% 14% influencermore brandmore both equally neither when brands highstakes categories influencers,consider transparentcollaboration brandall markets 5,214survey whatextent would each followinghelp build your trust influencer?work yourinfluencer content strategy buildtrust 15 top three drivers influencertrust… 57% portraying realisticlife 58% showing evidence facts60% sharing mistakes lessonslearned transparency must#sponsoredpost #paidpartnership @voiceover caption 16 au uk us sa fr 92% 91% 89% 89% 82% all markets 5,214;usa 1,179;uk n=1,003; fr n=1,005; sa n=1,005; au n=1,022 survey howimportant influencersmake