This article was originally published on AdWeek by Emma Bazilian.

From fashion and beauty to home design and wellness, female-centric brands are a natural fit for sponsored content. Lucky for them, most women—87 percent, to be exact—see branded content in a positive light, according to an Influenster survey of nearly 13,000 U.S. women across Generations X, Y and Z. Among the study’s finds: Authenticity rules.

“[Consumers] prefer content featuring real people way more than celebrities, so align your content creation accordingly and keep it real,” advised Influenster co-founder and president Elizabeth Scherle.

It’s also worth noting that how and where women prefer their branded content can depend on age group.

“Facebook is clearly a Gen X favorite, while YouTube is undoubtedly the choice platform for Gen Z,” said Scherle. “It’s important to adjust your strategy accordingly to be relevant to your audience across these social channels.”

This article was originally published on AdWeek by Emma Bazilian.

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