Consumers want influencer marketing that feels honest, aligns with their values, and entertains. While Millennials, Gen X, and Boomers value authenticity, Gen Z prioritizes follower count and quantifiable credibility. Top-performing content includes food, beauty, and fashion. Across generations, honesty (67%) and entertainment (48%) matter more than aspirational or educational content. Instagram, Facebook, TikTok, and YouTube are key engagement platforms, with preferences varying by age. To succeed, brands must align influencer strategy with audience data, platform use, and allow for unbiased, genuine content creation.

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