SproutSocial. (2025)

SproutSocial

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This report examines consumer expectations of influencer marketing, based on surveys of 2,000 U.S. and U.K. consumers and 300 influencers. A central finding is that most consumers value influencers who align with personal values (53%) and demonstrate authenticity, even when posting sponsored content (47%). However, generational differences emerge: Millennials, Gen X, and Baby Boomers prioritize authenticity, whereas Gen Z places greater emphasis on follower count (47%), indicating a preference for quantifiable credibility over perceived sincerity.

Topic preferences also vary: food and drink (30%) and beauty (26%) dominate, but younger audiences lean toward fitness, gaming, and lifestyle, while Gen X favors entertainment and sports. Content style plays a major role in engagement: consumers prefer honest and unbiased posts (67%) and entertaining material (48%), while aspirational or overly polished content resonates least. Furthermore, 87% of consumers expect influencers to take stands on social issues, though only 25% would unfollow for failing to do so, highlighting the balance between values-driven advocacy and brand safety.

Platform usage differs across generations. Instagram, Facebook, TikTok, and YouTube are the most common networks, but Baby Boomers gravitate to Facebook, while Gen Z favors TikTok (27% vs. 15% overall). The report concludes that consumer-influencer relationships hinge on relevance, relatability, and trust, but these vary by demographic. For marketers, the implication is to build audience-first strategies, select influencers whose values and style align with target audiences, and provide creators freedom to deliver authentic, unbiased reviews that sustain credibility.