Digiday+ Research Briefing: A look at the potential of Gen X and baby boomer influencers

In a recent survey conducted by Digiday+, it was revealed that 57% of marketers plan to increase their influencer marketing budgets for 2025, making it the most prioritized channel. However, before they invest, they need to assess social media trends, particularly concerning TikTok, which saw a 17-point decline in use among professionals. The survey also underscored the importance of YouTube, Instagram, and Facebook for product discovery, especially for older generations, who represent nearly half of global spending, highlighting an often-overlooked demographic in social marketing strategies.

'As marketers prepare for 2025, 57% of them plan to boost their influencer marketing budgets, showcasing a clear shift toward this strategy, especially amid fluctuating social media trends.'

'Despite challenges with platforms like TikTok, marketers are identifying YouTube, Instagram, and Facebook as leading channels for product discovery, highlighting the need for adaptability.'

Read at Digiday