Latest news with #SociallyPowerful
Fashion Network
29-05-2025
- Business
- Fashion Network
Gen Z more influencer-friendly tha Millennials who prefer to listen to peers -- report
It said Gen Z is a generation 'shaped by influencer culture'. Raised on platforms like Instagram, TikTok, and YouTube, these consumers 'show a clear inclination towards influencer-driven content. This content type isn't only pursued for entertainment purposes, but also for advice, inspiration, and product discovery'. We're told they're '20% more likely than Millennials to be influenced by endorsements from celebrities or influencers, underscoring a crucial emerging trend: for Gen Z, influencers are not secondary to the consumer journey'. And 20% of them also use this content to discover new brands and products, compared to 17% of Millennials. The agency said the 'gap may seem narrow, but in a competitive marketplace, these percentage points can translate into meaningful shifts in campaign performance'. Gen Z is also 20% more likely to follow influencers or other experts on social media compared to Millennials, 'amplifying the reach and resonance of influencer partnerships for this age group'. The agency said that 'this behavioural pattern amplifies the reach and resonance of influencer partnerships for this age group, adding another key pillar to the understanding of the differences in brand discovery by generation. If you're looking to target this generation or age groups within, consider opting for creator-led storytelling over traditional digital ads to get your messages and promotions across'. As for Millennials, this is a "cohort anchored in personal recommendations,' we're told. They 'tend toward peer-based recommendations over those from influencers, offering a great contrast in brand discovery by generation. As a generation non-native to social media and the internet as a whole, they place greater trust in their inner circles'. Millennials are 7% more likely than Gen Z to rely on word-of-mouth recommendations from friends or family and while 26% of Gen Z discover new brands and products via personal recommendations, this is slightly outpaced by 28% of Millennials. Again, those numbers don't look hugely different but the agency said that 'even the narrowest of percentage gaps can make all the difference in succeeding with brand discovery by generation. This data indicates that while both generations value peer input, Millennials are more likely to act on it. For marketers, grappling with a successful word-of-mouth strategy means leveraging referral programs, community building, and campaigns that encourage UGC as social proof'. Socially Powerful also said that 'while the consumer journey in general looks different according to generation, an interesting nuance emerges when examining specific verticals such as beauty, cosmetics, and wellness, deeply intertwined with influencer marketing'. We know Gen Z has a penchant for brand and product discovery through their favourite online influencers but they still seem to like physical discovery. 'When placing this under a beauty-tinted lens', 41% of Gen Z cite physical stores as an important channel when learning about and buying new beauty products, the report said. It added that 'perhaps this suggests that solely promoting and selling solely on social media will only get brands so far. Instead, marketers and brands within the beauty space must recognise the importance of an omnichannel strategy if they want to see broad success.'
Fashion Network
29-05-2025
- Business
- Fashion Network
Gen Z more influencer-friendly tha Millennials who prefer to listen to peers -- report
Any marketer who fails to distinguish between Gen Z and Millennials is making a big mistake with a new report showing that the approach to brand discovery varies between the two key demographics. And while the variation isn't always huge, even small percentage differences can have a big impact on the relative success of campaigns or product launches. Socially Powerful, a globally-focused London-headquartered social and influencer marketing agency, has released the first instalment of its Gen Z Vs Millennials: The Data Gap series as it aims to answer the question: who truly drives purchasing decisions – influencers or peers? It said Gen Z is a generation 'shaped by influencer culture'. Raised on platforms like Instagram, TikTok, and YouTube, these consumers 'show a clear inclination towards influencer-driven content. This content type isn't only pursued for entertainment purposes, but also for advice, inspiration, and product discovery'. We're told they're '20% more likely than Millennials to be influenced by endorsements from celebrities or influencers, underscoring a crucial emerging trend: for Gen Z, influencers are not secondary to the consumer journey'. And 20% of them also use this content to discover new brands and products, compared to 17% of Millennials. The agency said the 'gap may seem narrow, but in a competitive marketplace, these percentage points can translate into meaningful shifts in campaign performance'. Gen Z is also 20% more likely to follow influencers or other experts on social media compared to Millennials, 'amplifying the reach and resonance of influencer partnerships for this age group'. The agency said that 'this behavioural pattern amplifies the reach and resonance of influencer partnerships for this age group, adding another key pillar to the understanding of the differences in brand discovery by generation. If you're looking to target this generation or age groups within, consider opting for creator-led storytelling over traditional digital ads to get your messages and promotions across'. As for Millennials, this is a "cohort anchored in personal recommendations,' we're told. They 'tend toward peer-based recommendations over those from influencers, offering a great contrast in brand discovery by generation. As a generation non-native to social media and the internet as a whole, they place greater trust in their inner circles'. Millennials are 7% more likely than Gen Z to rely on word-of-mouth recommendations from friends or family and while 26% of Gen Z discover new brands and products via personal recommendations, this is slightly outpaced by 28% of Millennials. Again, those numbers don't look hugely different but the agency said that 'even the narrowest of percentage gaps can make all the difference in succeeding with brand discovery by generation. This data indicates that while both generations value peer input, Millennials are more likely to act on it. For marketers, grappling with a successful word-of-mouth strategy means leveraging referral programs, community building, and campaigns that encourage UGC as social proof'. Socially Powerful also said that 'while the consumer journey in general looks different according to generation, an interesting nuance emerges when examining specific verticals such as beauty, cosmetics, and wellness, deeply intertwined with influencer marketing'. We know Gen Z has a penchant for brand and product discovery through their favourite online influencers but they still seem to like physical discovery. 'When placing this under a beauty-tinted lens', 41% of Gen Z cite physical stores as an important channel when learning about and buying new beauty products, the report said. It added that 'perhaps this suggests that solely promoting and selling solely on social media will only get brands so far. Instead, marketers and brands within the beauty space must recognise the importance of an omnichannel strategy if they want to see broad success.'
Yahoo
28-01-2025
- Business
- Yahoo
Nevada is the most TikTok-obsessed state, study shows
LAS VEGAS (KLAS) — Nevada is officially the most TikTok-obsessed state in America, according to new data from an influencer marketing agency. A study from Socially Powerful used Google Keyword Planner to analyze 30 popular TikTok-related keywords, including 'TikTok,' 'TikTok app,' TikTok store,' and 'download TikTok,' in each state relative to population. Search volumes were an average of 12 months. That data showed the company which states had the most TikTok-related searches per 100,000 people, with Nevada at the top of the list. While other states in the top five had more overall searches, the number of searches across the state's population showed Nevada residents were searching for the app more than other states on average According to the study, there were 3902 TikTok-related searches per 100,000 people in Nevada, totaling 121,140 searches. State Rank No. of TikTok-related searches per 100,000 people Total no. of TikTok-related searched State Population Nevada 1 3902 121,140 3,104,817 New York 2 3847 769,250 19,994,379 Virginia 3 3754 323,760 8,624,511 New Jersey 4 3576 330,700 9,249,063 Florida 5 3517 760,840 21,634,529 California 6 3491 1,373,760 39,356,104 Washington 7 3437 264,250 7,688,549 Georgia 8 3274 351,070 10,722,325 Texas 9 3238 946,770 29,243,342 Arizona 10 3120 223,800 7,172,282 The state with the highest total number of TikTok-related searches is California with 1,373,760. The least-obsessed state in the country according to the data from the study is Montana, which only had 1495 TikTok-related searches per 100,000 people. TikTok was offline in the United States for around 14 hours earlier in January 2025. On President Donald Trump's first day in office for his second term, he signed an executive order delaying the TikTok ban for 75 days. The order called on Trump's attorney general to not enforce the law that banned the app while his administration determines 'the appropriate course forward in an orderly way that protects national security while avoiding an abrupt shutdown of a communications platform used by millions of Americans.' Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
Yahoo
27-01-2025
- Entertainment
- Yahoo
Royal baby names: The top boy, girl names in US fit for a prince or princess
The Brief Charlotte, Mia, and Elizabeth are among the top royal-inspired baby girl names in the U.S. James, Lucas, and William made up the top three royal-inspired boy names. 12,596 girls were named Charlotte in the U.S. in 2023, while 11,670 boys were named James, Social Security Administration data shows. For those in search of a baby name fit for royalty – look no further. Based on the latest baby name data from the U.S. Social Security Administration, a new report shares "the most influential" royal baby names for boys and girls across the pond in the United States. The influencer marketing agency Socially Powerful compiled a list of key members of the British Royal Family and cross-referenced that with the SSA name data to come up with its report. RELATED: These baby names are at risk of going extinct in 2025 Charlotte Mia Elizabeth Isla Sophie Savannah Margaret Sienna Alexandra Diana By the numbers Charlotte was the top royal-inspired baby name in the U.S., with 12,596 baby girls given the name in 2023, according to the SSA. Princess Charlotte is the daughter of Prince William, Prince of Wales, and Catherine, Princess of Wales. Some 11,359 U.S. baby girls were named Mia, a name also given to Mia Grace Tindall – the great-granddaughter of Queen Elizabeth II, granddaughter of Princess Anne, and the daughter of Zara Tindall. Rounding out the top three was Elizabeth, of which 6,566 girls were named. James Lucas William Charles Andrew August George Peter Edward Louis By the numbers James was the top royal-inspired baby boy name on the list, with 11,670 baby boys given the name in 2023 in the U.S., according to the SSA. James, Earl of Wessex, is the youngest child of Prince Edward, Duke of Edinburgh, and Sophie, Duchess of Edinburgh. The report noted how there have also been multiple kings with the name of James in history, including King James VI and I. Some 10,842 baby boys in the U.S. were named Lucas, a name also given to Lucas Philip Tindall – the son of Zara Tindall and Mike Tindall, the grandson of Princess Anne, and the great-grandson of Queen Elizabeth II. Rounding out the top three was William, of which 10,598 boys in the U.S. were named. Prince William, Prince of Wales, is the heir to the British throne and the son of King Charles III. The Source This story was reported based on information published by Socially Powerful, which cited its report using 2023 name popularity data published by the U.S. Social Security Administration. It was reported from Cincinnati.
