In today’s fast-paced digital landscape, where consumers are bombarded with advertisements and marketing messages, it’s crucial to find innovative ways to cut through the clutter and connect with target audiences. Enter influencer marketing – an essential media channel that allows brands to harness the credibility and reach of influencers to deliver authentic and engaging content that has a high impact both on brand awareness and customer loyalty.

Adults spend between 2 to 4 hours per day on social media platforms, and Gen-Z devote an average of 4 hours and 15 minutes daily to scrolling through their feeds.

Imaginably, the world through our phones becomes a saturated space with influencers emerging as trusted voices through which consumers develop relationships.

The key to influencer marketing success lies in authenticity and relatability.

Unlike traditional advertising, which can feel impersonal and disconnected, influencer marketing involves real, relatable people sharing their genuine experiences with a product or service. This authenticity builds trust and credibility with consumers, leading to stronger connections and higher consideration for brands.

Plus, with the rise of platforms like TikTok and Instagram as sources of news, insights, and search for Gen-Z, the importance of influencer marketing skyrockets. With 40% of Gen-Z relying on social media for information, – it’s important for brands to focus on influencer marketing as a modern media channel.


To learn more about influencer marketing for your brand, including best practices and insights for milk, check out MilkPEP’s 2024 influencer webinar.