Brand Fandom: Who's Swayed Most By Celebs/Influencers?

Celebrity and influencer endorsements have been an advertising staple for years, but in today’s world of nonstop content and a constant barrage of marketing messages, do they still work? MarketCast surveyed over 10,000 U.S. adults for its annual Brand Fandom report to find out what drives brand loyalty, including a look at how much celebrities and influencers move the needle for purchase decisions.

• Notably, 71% of people who are aware of a specific brand and regularly interact with it didn't associate that brand with a celebrity or influencer spokesperson.
• Among the 10% who did recall a celebrity or influencer, half (just 5% overall) said it motivated them to use the brand or buy something.
• Gen Z was a clear exception, with 41% recalling the celebrity/influencer touchpoint. This demographic was also more likely to feel positively about the brand (65%) and be influenced to act (58%) when they remembered seeing a celebrity/influencer spokesperson.
• Gen X and Boomers were less influenced — unless they had kids under 18: 40% of those parents recalled the celebrity/influencer, and a notable 66% were influenced to try the brand.

MarketCast notes that parents, and especially those with younger children, often face time constraints, decision fatigue and information overload, so influencers can serve as trusted shortcuts.

Get more insights from MarketCast on brand fandom here.