Consumers open to influencer content but 42% are overexposed

Rob Clapp

An overview of global consumer attitudes to influencer branded content.

Consumers are open to influencer branded content but some say they see too much of it on social media. This is according to a Kantar survey in 2019 and 2020 of consumers in Argentina, Brazil, China, France, Germany, Spain, the UK and the US who use at least two internet connected devices.

One-quarter (24%) of consumers say they prefer influencer branded content to other forms of advertising, while this rises to two-thirds when including those who are neutral (giving a score of three on a one to five scale).

However, two-fifths (42%) of consumers also say they see...

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