Data Overview Report

Uncover Your Key Creator Marketing Customer Segment

“Social Savants” Not Only Trust Creators But Also Have Immense Buying Power

November 1st, 2023
Kelsey Chickering, Principal Analyst
Kelsey Chickering Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Mike Proulx , Shynise McElveen , Peter Harrison

A successful creator strategy begins with the consumer. Does your target audience engage with creators? With whom and where? Far too many marketers believe that creators are only relevant to young consumers and platforms like TikTok. In fact, 28% of US B2C marketing executives whose companies don’t partner with creators say that they haven’t yet because their target customers aren’t on influencer social media channels. The reality? Attitudes toward creators and social media advertising vary by factors like platform, age, and income. Forrester’s social consumer segmentation uncovers key insights about perceptions of creator-led marketing and brand partnerships.

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