Influencer Insights

Key Findings from Our Social Media Influencers Survey

Influencer marketing has been a trend in recent years, and EPIC Creative has been engaged with influencers in various industries for more than a decade. But trends are constantly changing, so we asked our research team to acquire fresh data about influencer preferences. Below, Research Department Manager Zak Becker and Content Director Scott Covelli discuss what we can take away and apply from our recent survey.

ZB: Hey Scott! We just wrapped up an internal research project that surveyed social media influencers about their preferences for content, communication, and compensation when working with brands. There are some actionable takeaways to share with the rest of the team, and it could make for a great blog post topic, too!

SC: This is exciting stuff, Zak. Influencer marketing can be a tricky thing to wrap your head around. Understandably, when clients want to work with third-party influencers, they want full control of the content. But, of course, the whole point of third-party reviews or experiences is that each one is unique and authentic to that person. It’s more trustworthy. We’ve done lots of work with influencers, but they’re all different, so it’s good to get a better understanding of what’s motivating them on a larger scale. Let’s dig in!

ZB: One of the biggest takeaways is how platform preferences differ by age group. Younger influencers dominate TikTok, while older creators remain focused on Facebook and YouTube. However, YouTube is universally popular across all age groups that were surveyed.

On average, influencers reported using five (4.86, to be exact) different platforms at a time, showing how spread out their presence has become. Brands that want to hit specific age groups need to be strategic about where they focus their influencer marketing efforts to ensure their audience matches what the influencers are reaching on each platform. 

SC: It surprised me a bit that Facebook was still so high in popularity and use, but that goes to show that we need to go where the people are. When we better understand our audiences on certain social media platforms, we can then connect with influencers who have impact on those platforms.

ZB: It’s also no surprise that video content continues to dominate the landscape. The influencers we surveyed are creating a ton of visually engaging content—from short-form videos on TikTok and Instagram to polished tutorials or product demos on YouTube. It’s a reminder to brands that if you aren’t creating visual content with influencers, you’re missing out. And I’ll say it again: tailoring content formats to the specific platform and audience preferences is key to successful brand relationships with influencers. 

SC: Influencers are all about making connections with their audience. Sure, they provide valuable insight and information, but people come back because of the connection they forge with an influencer’s style, voice, and personality. The best way to connect like that is through video content. And it just so happens that in recent years, social media platforms have catered to video watching more and more: Instagram and Facebook Reels, TikTok, Snapchat. Whatever you do in your collaboration with influencers, it has to be visual!

ZB: I was encouraged to see how important things like brand alignment and personal product use mattered to influencers, but compensation still tops the list of deciding factors when establishing relationships with new brands. For most influencers, payment is not just a nice-to-have—it’s the starting point for any partnership. It’s important to balance offering monetary compensation with other perks like product samples and exclusive events to stand out, and if you are providing free products or exclusive events that is a prime opportunity for brand-focused content creation, too!  

SC: We as marketers need to show influencers how much we appreciate their content and how we want to invest in it. That’s key to a quality content partnership. Naturally, that can include monetary payment or commission, but it’s more about making sure they feel supported and seen. You can get creative with expedited parts and service on the products you give them or ask for their feedback in R&D. If they feel like we’re making an effort—monetary or otherwise—that makes a big difference.

ZB: These results also made it even more apparent we have long passed the days of exponential audience growth on social platforms. The majority of influencers cited audience growth as one of their biggest challenges. With the market already saturated, they’re looking for ways to differentiate themselves. This does provide an opportunity for brands that can offer support (think things like cross-promotion or exclusive/behind-the-scenes content) to build stronger, longer-lasting partnerships with influencers that are mutually beneficial. 

SC: I agree! The relationship is a two-way street. We want them to promote our products, but how can we support them too? We can use our social channels to drive people to their pages or even help them with their marketing efforts. In the end, we want to bring their audience to us, but we should also be bringing our audience to them.

ZB: Thanks for the additional insights, Scott! To sum up, we should keep these takeaways in mind when working on influencer marketing initiatives. 

• Platform usage varies by demographic
• Content creation is visually heavy
• Compensation is critical
• Audience growth is a major pain point

Looking forward to applying these learnings to our upcoming campaigns! 

If you’re looking for help with influencer marketing or want to learn more, don’t hesitate toreach out to EPIC Creative!