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.”