What’s In This Post on YouTube User Stats?

Lots. We gathered a ton of stats on how each generation – Generation Z, Millennials, Gen Xers, and Baby Boomers – uses YouTube. We included info on the number of YouTube users who are from each generation and checked out surveys released by Google to identify those differences and even the small nuances in how older people use YouTube compared to younger users. Plus, you can find a nice roundup of general stats on YouTube usage, penetration, and trends.

Pretty compelling stuff.

Oh, and if you’re looking for more general information about the platform, click over to this post on YouTube statistics!

YouTube Audience Demographics

There are between 2.49 billion and 2.7 billion users on YouTube, making it the second most-used social media app in the world. YouTube is probably the most commonly used social media app across demographics. There’s very little variance from age group to age group in the percentage of them who are on the platform.

According to Statista:

• 94% of US internet users 13-14 years old say they’ve watched YouTube (this is a Pew Research stat)
• 77% of US internet users 15 to 35 years old watch YouTube
• 73% of 36 to 45-year-olds watch YouTube
• 70% of 46 to 55-year-olds watch YouTube
• 67% of those 56 and older watch YouTube, and
• 80% of parents say their children under 11 watch YouTube

These numbers (the ones up here ) show a consistency in use between generations. By contrast, the preferred platform may change depending on the age and gender of the users. For instance…

• Men between the ages of 25 and 44 prefer Facebook (Digital 2023 Global Overview Report – Slide 185)
• Women of the same age lean more toward Instagram (for 25 to 34-year-old women) and WhatsApp (for women 35 to 44 years old).
• Teens 13-14 years old lean more toward YouTube followed by TikTok and Snapchat.
• Teens 15-17 years old lean more toward YouTube followed by Instagram and TikTok.

Point is: most people who are online are also on YouTube, so you can rest assured the consumer you’re targeting is on the platform.

YouTube Usage Habits for the Over 60 Consumer

67% of Baby Boomers, ages 60 – 77, watch YouTube.

Many marketers seem sort of bent on getting Gen Z eyes on their products, but brands can reap huge rewards by targeting the mega-spending generation known as Baby Boomers. Baby Boomers should be a BIG DEAL to brands and marketers. According to Think with Google, they spend at least six hours a day online and own an average of five devices.

Be honest. Internet users over the age of 60 are probably the folks you expect would spend the LEAST amount of time watching YouTube videos. But in reality, the cool kids who make up the 55-and-up crowd account for 17.8 percent of YouTube viewers – that’s like 445 million folks.

HOW THIS COHORT CONSUMES YOUTUBE CONTENT

With an estimated 10,000 Baby Boomers retiring every day, you would think this generation had oodles of time on their hands. But, according to a survey run by Google of YouTube statistics, one of the big reasons more seasoned consumers love YouTube is because it helps them save time.

YouTube is a GREAT resource for getting a better understanding of a product. It’s sort of a mid-funnel buying guide they can easily use without having to go to a store, spend hours on with tech support, or call in a younger (know-it-all) relative. According to HubSpot, 26 percent of these sophisticated shoppers say they discover new products most often on YouTube.

That said… mature consumers are far more likely to respond positively to data-driven product reviews (think “here is the product, here are the specs”) than opinion-based product reviews of another YouTuber’s experience with a brand or product (such as “My boyfriend has one of these and it works really great! Blah! Blah! Blah!).

Video content serves as a vehicle by which elder consumers can learn new skills – something a lot of Boomers are really into post- empty nest. So, whether they want to learn how to play guitar, pick up a new language, or even become a social media influencer themselves, they’re turning to video to learn how to do it.

WHY BABY BOOMERS HEAD TO YOUTUBE :

• How-to videos for learning new skills
• Entertainment roundups to keep up-to-date
• Online tutorials that can save them time
• Getting up on new music
• Product demonstrations and walk-throughs (not necessarily reviews)

YouTube Usage Habits for Gen X Consumers Ages 45-59.

7 in 10 Generation Xers watch YouTube.

Born into a world that drastically changed around them as they grew up, Gen X is probably the most adaptable generation. When the older Gen Xers were the youngest people in the world, having a TV in the home was juuuuust becoming the norm.

Now, programmed TV is becoming obsolete as people spend more of their time consuming content online rather than watching live TV (and TV manufacturers were smart to make televisions essentially 50-inch monitors for watching ESPN+ and YouTube – that definitely kept electronics companies in the game).

HOW GEN XERS CONSUME YOUTUBE CONTENT

Gen Xers spend A LOT of time watching video, and especially old school content – stuff from their teen and adolescent years. In fact, 75 percent of Gen Xers use YouTube to get access to nostalgic videos.

While this generation is all about the nostalgia effect, they’re still spending more time watching video content on their computers and smartphones than they are on traditional TV. Gen Xers account for over 1.5 billion views on YouTube every day, so the incentive to engage with them is definitely there.

Gen Xers aren’t just spending time on YouTube though. While it is an important platform, Gen Xers share content – especially video – more readily to Facebook than any other site. I know. I know – doesn’t fall into the category of YouTube statistics. But…

Their propensity to want to share to Facebook is mirrored on YouTube and Instagram, showing that to reach this generation (well, any generation really), you’ll need to develop a multichannel approach.

WHY GEN XERS HEAD TO YOUTUBE :

• Nostalgia-driven video to take them back to their childhood
• DIY videos they can follow along
• Current news and trending events

YouTube Usage Habits for Millennial Consumers Ages 28 to 44

3 in 4 Millennials watch YouTube.

Millennials – YouTubers who in 2024 will range in age from their late 20s to their early 40s – make up one-third of YouTube’s audience. YouTube reaches more 18 to 34-year-olds than any of the TV networks, and that’s just on mobile devices; we’re not including browser views.

Despite Instagram and Facebook essentially becoming video platforms over the past few years, YouTube is still the video platform of choice for most Millennials. And as YouTube’s been leaning into building out more social features since the pandemic, the platform is largely seen as a social network; it’s become a place where people can connect with one another through video since you can now follow your favorite commenters, it’s a hub for synchronized activities, and it’s the perfect spot for community-focused activites. Much of that synchronicity and community is driven by the 18 to 40 crowd.

HOW MILLENNIALS CONSUME YOUTUBE CONTENT

Millennials are avid YouTubers. Fifty-four percent of Millennials check YouTube every single day. While about 1 in 10 Millennials use ad blockers, and more than half only watch YouTube ads to the Skip Ad point, 29 percent of Millennials actually watch YouTube ads all the way through. And don’t forget our earlier stat about the 90 percent of people using YouTube for product discovery.

Sponsored Content and Creators: Contrary to popular beliefs about how Millennials relate to brands, many Millennials (especially Millennial women and moms) want and expect to see sponsored content (we talked about that a bit in the What Makes Them Buy post), AS LONG AS it’s the right ad targeting the right person on the right platform at the right time. And many Millennials are actually kinda sweet on well-targeted video ads.

Entertainment: Thirty-seven percent of Millennials admit to binge-watching a block of something every day, and upwards of 65 percent of Millennials binge-watch at least once a week. So, it’s good news to marketers that 62 percent of Millennials actually take action after seeing an ad.

Social Commerce: According to Klarna, 49 percent of Millennial YouTubers have used the platform to purchase a product.

MILLENNIALS ARE AVID CONTENT CREATORS AS WELL

I was trying to scratch an itch – and that itch was just my suspicion that Millennials are probably the most active content creators on YouTube. I didn’t find any specific data to support me. But I did find a few breadcrumbs that will push me to keep searching.

There are roughly 303 million content creators in the world and the average age of a content creator is 40 years old. Millennials represent 42 percent of creators globally. And roughly one in four of those creators say they create video content. That’s according to a report published by Adobe called “Creators in the Creator Economy.” In fact, the 2023 YouTube Culture and Trends Report, says that 40 percent of 18 to 44-year-olds identify as video creators.

WHY MILLENNIALS HEAD TO YOUTUBE :

• News and human interest stories to keep up to date
• Unboxing and product review videos to influence their spending
• Quick and fun entertainment content
• Fan content

YouTube Usage Habits for Gen Z Consumers Ages 12 to 27

77% of Gen Zers, ages 12 to 27, watch YouTube.

Enter Gen Z, the largest and most diverse generation in history. These social media natives are growing up in a world of selfies, influencers, and hashtags. They know how to navigate the online world better than anyone else, and their video consumption habits reflect this. Growing up, YouTube had more influence over this generation than big names like Oreo, McDonald’s, and even Lego.

YouTube is their most used platform, closely followed by Instagram or TikTok, depending on their age – all three video-first platforms. So, it’s safe to say that if you’re targeting Gen Z, you need to be targeting them through video. On YouTube.

HOW GEN ZERS CONSUME YOUTUBE CONTENT

Fifty-nine percent of Gen Z video consumption is through social media, where they spend twice as much time as they do on streaming services, and five times as much as on traditional media. What are they watching, though?

Entertainment – While YouTube isn’t the top music streaming platform (Spotify holds this spot), it’s a key channel for new music discovery. If your mind went to TikTok, you’re onto something! TikTok is a key player when it comes to introducing new music to the masses, but YouTube has TikTok beat with the under-25 crowd: 26 percent of this group rely on TikTok for new music discovery while 40 percent name YouTube as their go-to.

When it comes to streaming – listening to your favorite music – Spotify and Apple Music are the top music streaming services, with 60 percent and 26 percent (respectively) of teens using those platforms as their go-to.

Setting the Mood – One of the HUGE shifts that came out of the pandemic was repurposing YouTube as the app you can use to find the content that brings you joy. It’s not a typical social feed driven by what’s trending, but YouTube gives its users the chance to heavily curate the kind of content they watch.

• 83 percent of Gen Z YouTubers have used YouTube to watch soothing content that helps them relax and cope.
• 90 percent say they have watched a video that helped them feel like they were in a different place.
• 53 percent of Gen Zers say like online horror content

Content Creators: This is a pretty big one – six in 10 Gen Z YouTubers say they tune into YouTube to keep up with content from their favorite YouTube creators. And we’re not always talking about your typical social media influencers. We’re talking about a pretty wide range of content creators.

• 60 percent of YouTubers say they’re open to watching content from creators who use AI to generate their content.
• 52 percent are already watching content created by virtual YouTubers
• 47 percent of Gen Zers have watched videos made by fans of a topic or person

The data is pointing to younger YouTubers creating more immersive and all-encompassing experiences for themselves on the platform, heading to YouTube for the freedom to create and to find just about anything, and find it in a variety of different content formats.

WHY GEN Z HEADS TO YOUTUBE:

• For the sheer joy and ease of it
• Humor – They love videos that make them laugh
• Following content creators
• Setting the mood
• New music discovery
• Vibing with their community (often through fandom)
• Short and snappy content to compete with their busy lives and busy minds
• Unboxing and product reviews to keep on top of trends

That’s It for Our Roundup of YouTube User Statistics!

When you’re talking about online video, you should always begin with the powerhouse – YouTube. YouTube is packed with features that can really help you elevate your video marketing. YouTube has blazed a trail that other platforms have tried to follow, but it remains distinguished for its powerful recommendation engine and serves as a go-to platform for community, entertainment, product discovery, vibing out, and digging into moments.

If you happen to be considering YouTube influencer marketing to amplify your strategy this year, reach out! We’re a BOSS YouTube influencer marketing agency.

The post 2024 YouTube Audience Demographics: User Habits by Generation appeared first on The Shelf Full-Service Influencer Marketing.

Since then, other significant changes have happened on and around YouTube. Communities are thriving on the platform. Short-form video’s become a thing. Super long-form video? Also a thing. So, we’ve been keeping an eye on YouTube because it’s constantly changing, and marketers have to make a conscientious effort now to stay up to date with what’s happening on the platform. So, we’ve got YouTube statistics for you.

In this post, we’ve cataloged a list of YouTube stats that will help you understand all the basics about everybody’s favorite platform — how many folks are on the platform, who’s on it, how long they’re spending on the app, and what they’re doing while they’re there. We cover that, and a lot more in this post of the 2024 YouTube statistics, demographics, and usage data. Woot! Woot!!

Essential YouTube Statistics for 2024 Marketing Pushes

#1 YouTube has about 2.5 billion monthly users.

YouTube is the OG of video content platforms. Launched back in 2005 (on Valentine’s Day), YouTube now has over 2.49 billion unique users every month. I’ve actually seen this number as high as 2.7 billion on a trusted site recommended by Google.

Whether you’re leaning more toward 2.49 or 2.7, YouTube is the second most popular social media platform after Facebook. To put that in perspective, there are 5.3 billion people on the internet, and 47 percent of them are using YouTube. That is A LOT of people.

#2 Roughly 90% of YouTubers are outside the U.S.

Only about 10 percent of YouTube users are in the United States. Still, US-based users represent the second largest audience, after India, where 18.5 percent of YouTubers (462 million people) reside. The platform’s available in 100 countries and in 80 languages.

#3 YouTube is the 2nd most-visited website in existence.

Right? No surprise there. YouTube is the second most visited website in existence after Google AND the second largest search engine in the world… also after Google.

#4 A billion hours of UGC and branded content are watched on the platform daily.

And that’s not even hyperbole! The range of content across YouTube is phenomenal, namely because it’s all user-generated content. Over a billion hours of video are watched every day on the platform, and you can find videos on a crazy range of topics from…

…. Learning how to boil an egg so it’s easy to peel

…. To getting a behind-the-scenes look at a movie  you don’t want to admit you firggin’ love (Shut-up! You’re crying!).

… Or listening to the munching sounds of a guy who’s gotten kinda famous for eating on camera

… Me watching my kids watch other kids play games with their parents

… Or kids watching grownups play with dolls.

#5 YouTube reaches more young adults than all the TV networks combined.

On mobile alone a good look at YouTube statistics reveals that the platform reaches more viewers between the ages of 18 and 34 years old than any of the TV networks. In part, because…

#6 About 1 in every 15 YouTubers is watching the channel on a TV.

That’s right. On their big screens. Though 3 in 4 YouTubers access the app from their mobile devices (even when they’re at home), YouTube has 150 million connected TV (CTV) viewers in the U.S.

#7 Most Americans ages 5 and up watch videos on YouTube.

Seriously, if I’m not on there goofing off or using The Huberman Lab as the soothing white noise that blankets my day, my 1st grader is watching The Fun Squad and my 3rd grader is obsessing over episodes of Mr. Beast. And we’re the norm.

In truth, YouTube usage stats confirm that YouTube is unanimously the MOST popular social media app when you take all the age groups into account. The top preferred or top used app changes from demographic to demographic. For instance, young adult men between the ages of 25 and 44 prefer Facebook, while women of the same age lean more toward Instagram (for 25 to 34-year-old women) and WhatsApp (for women 35 to 44 years old). But YouTube is the one app that all generations use just about daily.

According to Statista:

• 77% of US internet users 15 to 35 years old watch YouTube
• 73% of 36 to 45-year-olds watch YouTube
• 70% of 46 to 55-year-olds watch YouTube
• 67% of those 56 and older watch YouTube, and
• 80% of parents say their children under 11 watch YouTube

So, your audience is probably on the platform.

.

YouTube Trends: Video Content Consumption

#8 40% of adults describe themselves as video content creators.

This is one of my favorite YouTube trends because it signals an important shift in both who is creating video and how video is being created. Similarly, four in ten YouTube users between the ages of 18 and 44 would consider themselves content creators. That’s not insignificant! The Future of Creativity: Creators in the Creator Economy, a study published by Adobe, reports that there are roughly 303 million people in the world who identify as content creators — 165 million of whom joined the creator economy since 2020.

#9 More than 500 hours of content are uploaded to YouTube every single minute.

According to the 2023 YouTube Trends Report, 82 percent of people online (18 to 44 years old) say they’ve posted video content to one of the major video platforms (YouTube, TikTok, Instagram Stories, Snapchat). What this means is that content creation is becoming the norm, not just limited to a select few content creators who do it for a living.

Technology, cool YouTube features, creative filters, and generative AI are really pushing content creation to the next level, and in so doing, making video creation a more easily accessible and widely used form of expression.

#10 87% of adults are watching at least 4 content formats on YouTube.

Shorts, long-form video, podcasts, livestreams — most adults are grabbing content from YouTube in whatever way they see fit. And that’s a good thing. And with 18 to 24 year-olds, they’ve come to expect it with 67 percent of Gen Zers saying they like when their favorite creators create content in multiple formats.

#11 YouTube Shorts are now racking in more than 70 billion views every day.

YouTube’s short-form video app first rolled out in India after the Indian government banned TikTok back in 2020. Shorts arrived in the US a few months later in the spring of 2021, and has since grown exponentially. From 2022 to the end of 2023, daily views on the app grew from 1.5 billion to 70 billion views a day. And the best part — no one’s had to complain about their YouTube feed being inundated with Shorts — YouTube just kinda went with the flow and users got a chance to discover Shorts on their own. Very cool.

#12 People watch more YouTube on their TVs than they watch Netflix.

People are watching YouTube on their TVs 80 percent more than pre-covid numbers. Over 94 percent of consumers who stream services to their TVs watch YouTube, compared to 75 percent of those who stream Netflix.

And we’re spending more than 40 minutes each session watching content on our mobile devices, too. The platform is steadily spreading throughout our lives to become one of our main sources of video content. When it comes to YouTube statistics, this is an impressive one. In fact…

#13 The data says YouTube is currently outperforming Netflix, Disney Plus, and Prime Video.

Yeah. YouTube has more users than each of those streaming services, and YouTubers spend more time watching video content on the platform than they do watching video on Netflix, Disney Plus, or Prime Video. In my Elon voice, “Hey, Bob!”

Surely, I’m not the only one who has fallen into a recommendation-video-fueled rabbit hole and lost (or invested depending on how you look at it) HOURS to a random, yet interesting, parade of YouTube videos. People are watching more than one billion hours of YouTube videos every day. That’s more than Netflix and Facebook combined

#14 Nearly a quarter of the time people are watching video is now spent viewing live content.

Live streams have become an integral part of the digital environment allowing people to leverage different content formats across platforms to meet different content needs. Live video became a huge deal during the pandemic, and it’s still a staple personally and professionally:

• 42% of people in the US say they’ve watched a live stream
• 40% of marketing execs say they expect to attend work-related conferences and events that are completely virtual
• 52% of live video viewers stream live content via social media networks
• 39% of YouTubers regularly watch live streams

#15 79% of people say they achieve deeper connections when they watch YouTube TV. 

YouTube lends itself well to community building. A few years ago, the idea of virtual presence became a thing — just knowing other people are participating in the same activity. This is true even if the only way of knowing others are participating is by the view counter and the stream of comments on the right side of the screen. It’s sufficient enough to make people feel closer and more connected to one another.

Case in point…

When I grabbed this video embed , 38K people were tuned in to the live stream. At 1:33 PM on a random Wednesday.

YouTube’s Trends Report talks a bit about this: the community that vibed around Lofi Girl’s lofi hiphop channel helped pave the way for a Lofi Girl synthwave channel to be introduced to much anticipation by leveraging YouTube’s Community tab.

The creators of Lofi Girl have built a virtual community around the age-old idea of a study group. And that community engages on YouTube and Discord.

#16 Watching YouTube is considered time well spent.

76 percent of YouTubers agree the platform’s the best place to get a variety of opinions on a topic. It gives users the chance to conduct simple searches to find the content they want to watch, and provides a pretty good catalog of thoughtful perspectives and in-depth commentary. That’s according to data published by Think With Google.

Nearly 7 in 10 YouTubers (69 percent) have gone on a deep dive into a movie, music, or fan theory on YouTube. And believe it or not, 54 percent of those surveyed say they would rather watch YouTube creators break down a major event rather than watch the event itself.

I happen to be an MCU buff, but I never read comic books growing up. So, every superhero movie I watch is just a big surprise to me. “Holy crap! Is Howard Tony’s dad?” Actual quote. I’ve found that an important part of my experience connecting with the massive community of Marvel fans — many of whom watch all the things and read all the comics — is watching Easter egg videos on YouTube to help me understand what the heck I just watched, and to infuse the appropriate amount of excitement and anticipation into my experience ahead of Marvel’s new movies and shows. Most of my Marvel knowledge (and I have A LOT of it) I actually gleaned from watching content created by other MCU fans on YouTube.

Super important. Channels like New Rockstars help me decode the significance of events that transpire in the MCU and imbue me with all kinds of geek knowledge about the mythos and ethos of superhero fandom. It’s my version of filling my wine tumbler with fermented goodness.

Coincidentally, superhero movie fans — we’re the most likely fan group to watch livestreams on YouTube.

#17 Young adults lean into YouTube to help them achieve or enjoy different moods.

YouTubers — especially younger users — leverage the platform to help them find the right content for whatever mood they’re in.

• 83% of young YouTubers have used the platform to watch soothing content that helps them relax and cope
• 90% say they have watched a video that helped them feel like they were in a different place
• 53% say they like watching online horror content

YouTube Statistics: It’s Effectiveness As a Marketing Channel

#18 70% of the content people watch on YouTube are recommendations from YouTube.

YouTube’s algorithm is STELLAR when it comes to matching user behavior with the types of content they are most likely to find interesting. The beauty of this is it nicely positions brands to be found by their audience when these brands invest in YouTube influencer marketing. Just sayin’.

#19 YouTube is a MAJOR product discovery source for users.

It’s not going to be super shocking to learn that 90 percent of YouTubers say they discover new brands or products when they watch YouTube videos.

Case in point: I started seeing Baerskin Hoodie ads a few months ago. Yeah… no, none of these people are African American moms like me… but then I watch A LOT of content about sci-fi and action movies, off-grid living, and surviving the Northern Territories. So, I get why I’m seeing the ads. To the algorithm, I’m sure my watch habits overlap the watch habits of someone who would be into this product. And the targeting was spot-on. I’m ordering these for myself and my daughters. And I recently found out my dad – who hunts, fishes, and works outdoors – owns Baerskin hoodies.

#20 70% of people say they bought a brand after seeing it on YouTube.

Now, compare that to the 40 percent of users who said they had purchased something after seeing it on YouTube just a few years ago. That’s a pretty big jump.

#21 Video ads get 3X the eyes of regular TV ads.

This is important because people are 3X more likely to pay attention to online video ads over television ads. They are twice as likely to give their attention to a YouTube video ad, even over Instagram and Facebook video ads. No doubt that has a lot to do with the platform’s targeting capabilities.

#22 YouTube ranks 3rd with marketers as a preferred social media marketing channel.

Facebook has been the leader in social media marketing since forever. And Instagram is the primary platform for influencer marketing efforts. YouTube occupies a sweet spot that more than half of marketers say makes it worth leveraging. In fact, according to The State of Marketing 2023, a report released by HubSpot, 57 percent of marketers were leveraging YouTube as part of their marketing strategy. Because these are the type of YouTube statistics they know how to leverage.

#23 YouTube also ranks 3rd with marketers for social media platforms that offer the highest ROI.

Brands and marketers continue to allocate resources to YouTube marketing. YouTube ranked third among influencer marketers for most popular platforms and third as the social media platform that offers the highest ROI when selling products directly in the app, according to HubSpot’s 2023 Global Social Media Trends Report.

2024 YouTube Statistics in Conclusion

I’m sure this isn’t the first time you’ve seen a marketer acting like video is the only strategy out there. YouTube probably isn’t the only channel that comes to mind when video marketing is mentioned, but it’s a pretty effective one for running influencer campaigns, amplifying reach, and diversifying the content of your multichannel marketing push.

Facebook, Instagram, Snapchat, and LinkedIn all have video features that can breathe new life into repurposed content and pivot your brand from being a name in the network to being a human-centered collective of professionals that other organizations know, respect, and admire.

Take these YouTube statistics as proof. The platform can add a touch of mid-funnel magic to the sales cycles of marketers and brands. It allows for creative, high-impact storytelling that your team can personalize AND scale.

The post 23 YouTube Statistics for 2024: The Stats and Trends That Drive YouTube appeared first on The Shelf Full-Service Influencer Marketing.

It’s the most wonderful time of the year. And that means it’s time to pull out all the best influencer marketing tips and tricks for holiday shoppers. We’ve compiled seven holiday insights to help your campaigns succeed this holiday season. 

Whether you already have a holiday campaign in the works (look at you, planning ahead), or you’re hoping to whip one up in the next few weeks, these holiday insights can help. These insights will help you build strategies stronger than age-old holiday traditions. Our goal here at The Shelf is to warm your marketing hearts with helpful info that will make your holiday campaigns sing. With holiday insights this good, even the carollers will be jealous. 

So let’s get into it. These holiday insights will help you craft campaigns that make your bosses jolly. Deck the halls with deals. Express gratitude for hitting all your goals. And become enwreathed in impressive ROI. Grab some cookies and milk because it’s time to dig into the secrets of the season. 

1. Early Birds Get Deals, Not Worms

The best time to start thinking about your holiday campaigns was last month. Many shoppers are already working through their lists. And I’m not talking Naughty and Nice. They’re buying gifts, travel, and decorations. And they’re starting their shopping early. 

A whopping 92 percent of Americans are planning to celebrate one or more winter holidays this year. And 95 percent of consumers plan to make a holiday-related purchase this season. 

With so much shopping to be done, deals take precedence. Shopping early helps consumers stretch their holiday budgets over several months and snap up deals as they arise. This year, 46 percent of shoppers planned to start their holiday spending earlier than last year. For 41 percent of shoppers, that meant starting their holiday shopping before October. And even if they’re not yet making purchases, 96 percent of holiday shoppers are looking for gift inspo in October and November.

While it may be a little late to capitalize on the early shopping trend this year, it’s good info to put in your back pocket for 2024. Holiday shopping seems to start earlier and earlier every year. And it’s a trend we don’t see stopping anytime soon. Nearly half (48 percent) of high shoppers were set to start shopping before the end of October. So if you haven’t started advertising your winter holiday sales, start now. 

2. Think Digital

It’s 2023, and online shopping is alive and well — especially for the holidays. 58 percent of shoppers plan to do their holiday shopping online this year. That makes it the most popular shopping destination for the season. Department stores take second place with 49 percent of shoppers opting for them. Discount stores follow close behind with 48 percent shopping there.

Shoppers are logging online for good reason. That’s where the deals are! Or at least, it’s an easy place to discover deals and strike at the right time. 85 percent of those shopping online have several tabs open at once waiting for holiday sales to begin. Tech-savvy shoppers know how to use online shopping to their advantage to get the most bang for their buck. 

And they’re not just using the internet to make purchases. Holiday shoppers are looking online for gift inspiration. In fact, 17 percent of shoppers have reported using generative AI for purchase inspiration. 45 percent say they get gift inspiration from retail websites and apps. And 13 percent get their ideas from store emails. 

For those shopping online, 70 percent forgo the desktop in favor of mobile. That number is even higher for Gen Z, 85 percent of whom report using their mobile device for online shopping. That’s great for your influencer marketing campaigns. Focus on creating thumb-stopping content that will encourage mobile shoppers to buy.

3. Authenticity Should Not Be Forgot 

Cue “Auld Lang Syne.” Authenticity is our old friend in the influencer marketing world. She’s the one who brings followers and influencers together. And the holidays are her time to shine. Authenticity moves the needle, especially this time of year. 

The holidays are all about coming together. Celebrating the year we’ve had and the one to come. People are feeling the spirit of gratitude and giving in equal turns. There’s a lot of heart wrapped up in people’s purchasing this time of year. And that means marketing has to ring true and authentic or it will fall to the wayside. 

Influencer campaigns are a great way to infuse more authenticity into your brand this time of year. Remember the best influencer marketing is laid on a foundation of trust. Find influencers who have earned the trust of their following. And partner with influencers who trust your brand and who you trust, of course! 

4. Get Merry on Social Media

One of our most tried and true holiday insights is that social media drives decision-making for the holiday season. This is great news if you’re planning to run a holiday influencer marketing campaign. 

Shoppers want to see UGC of products they’re interested in. Half of holiday shoppers say UGC makes them more likely to buy. And half of Gen Z says social media is the most relevant channel for ads to reach them. So whether you’re running paid ads or a UGC campaign, you’ve got a good chance of reaching holiday shoppers.

If your target demo includes millennial women, you’re in even more luck. A staggering 81 percent say social media is the best way for brands to reach them. So roll out those holiday campaigns!

When it comes to inspiration, 18 percent of shoppers say they get holiday inspo from social media ads. And 7 percent say their holiday inspo comes directly from influencer recommendations. 

5. Shoppers Go Gaga for Gifting

It’s the season of giving and gifting. 69 percent of shoppers say gifts for others are the first thing they buy for the holiday season. This year, shoppers expect to spend an average of $620 on gifts alone. So what gifts do our loved ones really want to receive?

The top gifts consumers want to receive in 2023 are:

• 55 percent want gift cards
• 49 percent want clothing or accessories
• 28 percent want books, video games, or other media
• 25 percent want personal care or beauty items

While it’s a generous time of year, shoppers are tempted to spend on themselves as well. In fact, 58 percent of shoppers are tempted to buy gifts for themselves while holiday shopping. Don’t underestimate your consumers’ tendency toward self-gifting. 

If your brand is more focused on services or experiences rather than physical products, don’t fret. There’s still a place for you to make sales this holiday season. In fact, 23 percent of shoppers plan to gift an experience this year. Gifts come in all shapes, sizes, and price points. It’s up to you to figure out how your brand fits into the gifting economy.

6. Keep Inflation Top-of-Mind

Consumers are feeling the effects of inflation this year, with shoppers expecting to spend 14 percent more this year than last thanks to rising prices alone. Hunting for deals is a priority for many this year to offset the effects of inflation. 62 percent of holiday shoppers say deals and promotions are more important to them this year than last year. And 66 percent of shoppers are planning to participate in the Black Friday / Cyber Monday deals. This is up from 49 percent in 2022. So savings are top-of-mind. 

Shoppers are also intending to buy fewer gifts. In 2022, the average shopper intended to purchase nine gifts. This year, the average is down to eight. But don’t fret. This isn’t all bad news for your brand. 

Holiday shopping is important to consumers. So much so, they’re willing to cut costs in other areas to make sure they have enough for the holiday season. 27 percent are buying less for themselves, and 36 percent are cutting back in other areas to cover the cost of holiday spending. 

7. Get to Know How Gen Z Holidays

This year’s youngest demographic of shoppers (ages 18 to 29) is gearing up for some serious spending. But their shopping habits aren’t always in step with shoppers at large. Overall, Gen Z is the most likely to go online for their holiday shopping. And the most eager to turn to social media for inspo and purchasing. They’re planning to spend more on holiday shopping than in previous years. And hunting for the best deals and payment plan options.

Check out this infographic with all the juiciest holiday insights on Gen Z shoppers.

That’s a Wrap on Our 2023 Holiday Insights

It’s the season of giving, and these holiday insights are our gift to you. Hungry for more? Check out our 2023 Holiday Spending & Trends infographic. It gets into the nitty-gritty details you need to make your Winter Holiday campaign sing fa la la la all the way to the bank.

We hope this post taught you something that will inform your holiday influencer marketing campaign strategy. Whether you’ve been running holiday campaigns for years or it’s your first time marketing during the jolly season, we’ve got your back. Trends are always changing, but our love for all things influencer marketing remains the same. 

Still not sure how these holiday insights fit into your upcoming campaign? No worries! We’ve got your back. Schedule a strategy call with us today, and one of our experts will guide you with the accuracy of whatever GPS Santa uses on his sleigh. You know what we mean. We know our stuff. And we’d love nothing more than to share our knowledge with you. 

Happy holidays and merry marketing! 

About This Author

Ariana Newhouse | B2B Writer

I am a freelance writer and comedian based in Los Angeles. While making people laugh is my jam, it’s not always the company brand. So, I strive to make people feel something. My writing philosophy is collaborative, empathetic, and humanistic. At the end of the day, no matter the message, there are real people on both ends of the process.

The post 7 Holiday Insights for the Most Wonderful Marketing of the Year appeared first on The Shelf Full-Service Influencer Marketing.

I’ll be honest — the influencer marketing industry has changed A LOT over the past decade. However, the principles that govern influencer marketing are pretty well established. People will always talk to other people about their experiences. And many of those conversations are happening online because 6 in 10 adult humans are online.

Influencer marketing isn’t dead. But just so you have a chance to understand why we’re taking that position, let’s look at the data. And you can decide for yourself if influencer marketing is over.

Is Trouble Looming for the Influencer Marketing Industry?

I saw a stat recently that said 48 percent of consumers distrust influencer marketing. This stat, along with a handful of similar stats, is making the rounds in our industry and it gets cited over and over again. I saw another stat just last week that says 90 percent of consumers are turned off by influencer marketing. Both stats were used as headlines.

These types of headlines have been floating around for years. I know that because I originally wrote and published this article as a response post in 2018. Most of the articles with these types of gloom-and-doom headlines around influencer marketing are either misquotes or clickbait. If you keep clicking through the links to find the original source of the stat, you’ll discover the stat is either misquoted from a study with similar wording, but a completely different meaning, or it’s a “shock stat” created to get you to click to read the article. Happens all the time.

In Reality, Influencer Marketing Is Having a Growth Spurt

The influencer marketing industry has more than tripled in size in the last four years, ballooning to a market size of $21 billion. New influencer marketing best practices and laws help to further formalize influencer marketing as an industry, not just another growth hacking strategy.

So, if you happen to be one of the 5 to 8 percent of marketers still grappling with whether an Instagram influencer marketing campaign would be worth the effort, you’re in the right place.

Influencer Marketing Isn’t New

Influencer marketing isn’t new. The history of influencer marketing stretches as long as human history. But social media influencer marketing? Yeah, that’s newish. If you don’t count forums and chat rooms, leveraging word-of-mouth marketing in digital spaces is a relatively new tactic for boosting awareness. But using influential creatives to get the word out about something? That’s always been a thing.

Yeah, before Ronald Reagan was president, he was an actor hawking soap for daytime television. Soap operas, if you will.

At its core, influencer marketing is word-of-mouth marketing in a digital space. So… Instagram didn’t invent influence. And Instagram won’t end it.

5 Signs That Influencer Marketing Is Alive and Well

In recent years, influencer marketing has been under scrutiny, with talking heads and skeptics predicting its imminent decline. But we don’t believe that. Not because we’re plucky and optimistic, and not because we’re an influencer marketing agency living in denial. We don’t believe it because the data doesn’t back it up, and if there’s one thing we’re big on, it’s data.

So let’s look at several compelling signals that suggest influencer marketing is far from dead and is, in fact, thriving.

Signal #1: People Are Living Life on Social Media

Social media has woven itself into the very fabric of our lives. There are 8 billion people on this planet, and 68 percent of us are online. What’s even more fascinating is that 87.5 percent of those who are online are also active social media users. That’s around 4.8 billion people. Regardless of geographic location or age group, social media users spend an average of 2.5 hours a day on social media platforms.

That’s 75 hours a month.

Or three full days dedicated to social media every single month.

That’s the average, but the number’s even higher for Gen Z.

Social media is how we connect:

Remember when a phone call or face-to-face meet-up was the only way to catch up with friends and family? Well, those days aren’t entirely gone, but social media has become our go-to avenue for staying in touch. These days, new acquaintances are just as likely to exchange Instagram handles as phone numbers.

Nearly 45 percent of social media users aged 16 and above follow their friends, family, and people they know on platforms like Instagram, Facebook, WhatsApp, and WeChat. It’s where we share milestones, inside jokes, nostalgic memes, and TikToks so that we can tag our siblings and ask them if they agree with Miss Tanara’s assessment that everybody’s so creative with their cooking.

Social media is a growing source of entertainment:

The days of traditional TV dominating our entertainment are quickly fading into oblivion. According to Daily Mail, young Britons between the ages of 15 and 24 are spending more time scrolling through TikTok than they are glued to their TV screens. Similar trends can be observed among teenagers and young adults in the United States, as indicated by statistics published by Insider Intelligence.

And it’s not just TikTok. According to Data Reportal, platforms like YouTube are outshining streaming giants like Netflix, Prime Video, and Disney Plus. More time, more users, and more entertainment are attributed to social media platforms — that’s the new norm.

People are on social media, and brands go where the attention is.

Signal #2: People Like (and Trust) Influencers

One of the most telling signals of the continued relevance of influencer marketing is the popularity of influencers themselves. Social media users genuinely enjoy following influencers who resonate with their interests and values. When it comes to spending time on social media, 21 percent of users are there to find communities of people who like what they like. And those groups are often moderated, hosted, or created by influential content creators.

1 in 5 social media users say following influencers is one of their main reasons for using social media, and those percentages get significantly higher with younger consumers.

Influencers first; ambassadors second

It’s worth remembering that influencers don’t become influencers because a brand hires them. Content creators become influencers long before they’re partnering with brands. And yes, there’s a difference between content creators and influencers.

One of the key metrics The Shelf influencer marketing platform measures during the influencer selection process is category influence — the specific vertical in which a content creator wields influence.

The categories show the topics around which an influencer creates content that are received well by their audience. And those categories are usually supported by the catalog of regularly used hashtags on topics that are closely aligned with their category of influence.

So…

When you see headlines that say people are tired of influencers or that they don’t trust influencers, I would bet dollars to donuts that the thing they actually don’t trust is ads — influencer-generated sponsored content that looks super ad-sy. to !!

This isn’t an a-ha moment for anyone, is it? Unless it’s a Ryan Reynolds-styled advertainment spot, NO ONE likes ads.

They’re disruptive.

They’re superficial.

And they come off as tone-deaf and inauthentic. Sometimes it’s not even because it’s a bad ad! It may be more about the placement. Publishers promise targeted placement, but it’s getting harder and harder for them to grab the data they need to ensure it’s potential buyers who are being targeted with those ads.

Without enough first-party data (and the tech to make that data meaningful) publishers and social media platforms aren’t able to place every ad contextually. That means I end up seeing a Doja Cat video snippet in the middle of my Sunday morning digital church livestream replay. Or my kids have to sit through ads of a middle-aged guy talking up his migraine meds in the middle of their “Come play with me” YouTube binges.

Influencer marketing, when done right, is the fix for tone-deaf ads. Or, at least, it should be. Influencers offer a sense of authenticity and relatability that traditional advertising often lacks. Whether it’s a travel vlogger sharing adventure stories or a beauty guru offering makeup tutorials, influencers create content that resonates with their audiences.

Signal #3: Influencer Marketing Works

Influencer marketing works. And there are a couple of reasons why this is so. Without dropping a bunch of stats in your lap, I first want to set the stage for how people use social media. Those insights will inform the context of the stats and make ’em hit different.

WHY DOES IT WORK?

Social media plays a more significant role in our day-to-day.

Right now, young adults (ages 16 to 30) spend an average of 1 hour more on social media per day than the average person. Half (friggin’ HALF!!) of Gen Zers spend 4 hours or more on social media every single day. That kind of time investment leads me to believe that the way younger consumers are using social media is more encompassing than the way older consumers social. For example:

• Search: About 47 percent of 16 to 34-year-olds use social media as a primary source of information when researching brands. Meanwhile, 44 percent rely on search engines.
• Spying: 82 percent of 16 to 64-year-olds use at least one social media platform to follow or research brands.
• Connecting: For Generation Z, social posts aren’t a highlight reel like they were for Millennials. They’re the social media equivalent of their train of thought. Their posts and stories are a window into their lives and passions. 
• Relationship-building: During a recent interview on the 20VC podcast, Instagram head Adam Mosseri said young people are spending more time in DMs than in Stories, and more time in Stories than in Feed. That’s also where the most rich media (i.e. videos, gifs, pics, audio) are being shared on Instagram.
• Living a lifestyle of sharing and influencing: 41 percent of Gen Z describe themselves as video content creators, signaling a shift to a culture of creativity and influence.
• Innovation: 65 percent of Gen Z surveyed say they used a filter, feature, or effect on a video app over the past year. And 60 percent of Gen Zers surveyed say they’re open to watching content from creators who use AI to generate their content.

We have a hub dedicated to Gen Z: their values and characteristics, how they use social, and their spending habits.

That said…

Social media is the key to brand visibility.

Visibility on social media today carries the cachet that an ad in the Yellowpages carried a generation ago. It’s the primary way your customers are finding you. And it’s a really straightforward way to legitimize your business.

For many consumers, social media is their primary method of discovering new goods and services and researching brands. Consumers aren’t just searching by hashtags and paying attention to the recommendations of influencers; they’re also scrolling your feed and looking for reasons to patronize your business. Added bonus: social media content is visible in the SERPs.

Influencer marketing paves the way for tons of earned media value.

So, earned media value is a way of quantifying the benefit you get from your marketing efforts in a formulaic way that translates mentions into likely conversions. All by itself, earned media is just that — it’s earned. It’s not sponsored content. But often you’ll see stats that tie influencer marketing to increases in earned media value, kinda like how TV spots eventually lead to more sales.

While you’re not gonna be able to use middle school algebra to convert a Like into a sale, there is a direct correlation between influencer content, mentions, and brand lift. Not every sale generated from social media will convert with a click-thru from an influencer post, but we know that most adults have purchased something, or considered purchasing it, after seeing influencer content.

Influencer marketing is an extension of earned media. And if you have a strategy team (like ours) that nails the concepts, they can provide influencers with a framework that will help them not just leverage their influence, but also tap into their mojo as content creators. Great influencer content gets shared and talked about.

Influencer content can provide a nice boost to your other marketing efforts.

Great content also lends itself to positive brand sentiment. Great influencer content can positively impact your customer’s sales path. According to Salesforce, the path to purchase now fragments across nine different channels, and the average social media user is on different seven platforms.

Influencer-generated content makes it easier for brands to show up on different channels with nuanced messages and creative that’s native to each specific channel. That’s what distinguishes traditional ads from influencer content, and it’s a compelling reason to repurpose your influencer content for paid activations through allowlisting.

But even if you’re running full-funnel campaigns using other tactics, consumers are 58 percent more likely to have positive vibes about an ad on TV, Facebook, or YouTube if they’re first exposed to the campaign via an influencer’s post. A neurological analytics study found that influencer promotions generated 87 percent higher memory and 277 percent more emotional intensity when compared to ads on television. 

Plus, if you’re targeting younger consumers, Gen Zers are much better than the average consumer at recalling brands and messaging from ads, even if they’ve only seen them for a second or two.

WHO SAYS IT WORKS?

I tried to color outside the lines a bit on this to deliberately seek out influencer marketing stats from publishers that are not influencer marketing agencies or influencer marketing publications. I found this little gem in the Harvard Business Review in a 2022 article entitled “Does Influencer Marketing Really Pay Off?”: 75 percent of brands now have a dedicated budget for influencer marketing.  

HubSpot reports that 68 percent of marketers work with influencers, and 34 percent are investing between $50K and $500K a year on influencer marketing.

Half of marketers said they believed influencer marketing helped them to woo higher quality customers.

Signal #4: Platforms Provide Support for Influencers

Interestingly enough, influencer marketing has earned its spot as a staple of digital marketing strategies, so much so that both brands and social media platforms are building hubs to actively support influencers. These hubs provide content creators with various tools and features that allow them to enhance their profiles and increase their reach, long before they’re on track to become influencers.

On TikTok…

TikTok’s Creator Portal is the resource hub for TikTok creators, helping newbies navigate the platform and get the lay of the land. The portal also provides TikTokers with a catalog of how-to videos that help TikTokers upskill in everything from their on-screen presence to video effects and editing.

On Meta…

Instagram’s Creator Lab rolled out in 2022 as an educational hub crafted by creators for creators. Instagram brought in content creators to share their invaluable insights gained from their journey, and walks creators through three key areas of content creation on Instagram:

1. Expressing Yourself: Discover your purpose for creating, refine your voice, and enhance your content.
2. Building Community: Learn how to forge meaningful connections and nurture a loyal following.
3. Growing Long-Term: Dive into strategies for the long game, monetizing your content, and establishing a sustainable career.

On Amazon…

Creator University is designed to help influencers and Amazon affiliates learn the ins and outs of selling on the platform. The platform decodes the influencer dashboard, breaks down Amazon’s Operator Agreement, and even walks you through best practices for setting up an Amazon storefront.

Plus, platforms continue to build out features that simplify the process of creating, posting, and monetizing content for creators, as well as tools to boost their visibility and simultaneously build their respective brands.

Signal #5: Governments Continue Formulating Laws to Formalize and Legitimize This Space

Lawmakers now oversee the influencer marketing industry. The rise of influencer marketing laws in places like Brazil, China, Japan, and the US are a sign that the influencer industry is growing up, not fading away.

For the last few years, countries have consistently been formalizing the rules that regulate the influencer marketing industry around the globe. It’s a clear indicator that the industry is maturing. It’s like going from the Wild West to having structured laws that keep everything in check.

In the US, the FTC’s Endorsement Guidelines set the standards for transparency in advertising. They’re basically saying, “Hey, if you’re promoting stuff and you’re getting perks or cash, just tell your followers.” It’s all about honesty and fairness.

Now, take Japan, for instance. They’ve banned sneaky online marketing and made it clear that advertisers are the ones who need to play by the rules. They want to stop misleading product info from spreading.

In the UAE, they’ve got influencer licenses! If you’re a creator taking money for ads, you’ve got to get one. It’s a way of making sure influencers are responsible and transparent.

China is also taking steps towards transparency by making Key Opinion Leaders (KOLs are influencers) reveal which networks are backing them and whether their content is pro or user-generated. It’s about keeping things crystal clear.

And Brazil? One of the issues Brazil prioritizes is one we constantly seem to be arguing over in the US, and that’s protecting minors from sketchy online content. With influencer marketing gaining traction, they’re making sure there are safeguards in place.

So, what’s the bottom line? These laws and regulations are a signal that the influencer industry is growing up and becoming more professional. It’s not going away; it’s just becoming more responsible and accountable.

Recap and Wrap-Up

So, there it is. Five signals that make it evident the influencer marketing space is evolving and maturing, but not disappearing. Influencer marketing is far from obsolete. The signals mentioned above collectively indicate that influencer marketing remains a potent tool for brands to connect with their audiences, build trust, and drive engagement. As long as influencers continue to resonate with consumers and deliver value to brands, influencer marketing will maintain its place in the ever-changing landscape of digital marketing.

So, if you’re considering becoming an influencer, remember that success lies in your ability to build a strong, ethical digital marketing business.

About the Author

Sorilbran Stone | Content Strategist

I serve as the resident content strategist and the official Head of Content Marketing at The Shelf. Marketing is my happy place. I’m as happy looking at analytics as I am actually creating a thing. I focus a lot on dreaming up and implementing the best ways to create, publish, and distribute content that will builds our brand and gets our readers to do a thing

The post Is Influencer Marketing Dead? appeared first on The Shelf Full-Service Influencer Marketing.

That means people are looking for ideas for Halloween, Thanksgiving, and the winter holidays during the same period of time. So, let’s talk about some of this year’s Halloween trends and how you can get in on those trends to drum up last-minute Halloween sales, AND stay top-of-mind for the year-end holiday push.

Halloween Has Officially Made a Comeback and Is More Popular Than It Was Pre-Pandemic

Question it if you want, but people LOVE Halloween. The U.S. is one of only three countries where Halloween festivities are a big deal. The other two are Canada and Ireland. And there’s a whole lotta Halloween fun brewing in the Middle East and North Africa, as well.

Halloween is celebrated in countries around the world… but it’s a bona fide retail event in the US… which is why we tend to focus our Halloween marketing content on American buyers. In the US 73 percent of adults are planning to celebrate Halloween.

So, you can rest assured, this is not the Sweetest Day of the world, where your neighbor has never heard of it because he only moved here from Tennessee a few months ago. Halloween is different from place to place, but it’s still Halloween. And whether festive and cartoonish or dark and menacing, people all over the world take part in their annual Halloween celebrations.

PEOPLE START THEIR HALLOWEEN PLANNING REALLY EARLY!

The yearly uptick in Halloween-themed content usually hits Pinterest starting in June. Yes, June. That’s when people really start planning for Halloween (and Thanksgiving and Christmas).

You may have noticed that right around Independence Day, the Halloween-themed stores started showing up. Not long after, pumpkins and jack-o-lanterns start lining store shelves and the sidewalks in front of stores. That’s because 45 percent of those celebrating the holiday plan to start shopping before October. And for at least half of consumers between the ages of 25 – 44, both the planning and shopping happen in the days and weeks leading up to October 1st.

HALLOWEEN SPENDING PICKS UP IN SEPTEMBER

Actual Halloween spending really starts to pick up in September (or even a little earlier). The average American celebrant plan to spend $108 and some change on Halloween stuff this year. Not bad.

To put this in perspective, the average family spends $5 per person celebrating Thanksgiving Day and about $75 per household to celebrate the Fourth of July. As far as spending goes, Halloween is a mid-tier retail holiday.

By the time September 1st rolls around every year, shoppers have already spent about $500M on Halloween-related purchases. That means, Back-to-School, Labor Day, Halloween spending, and holiday shopping now officially overlap every year. But most Halloween spending (55 percent of it) happens in October.

WHICH MEANS…

Right now, they’re planning, Pinning, bookmarking, saving, Liking, Following, “tutorialing” and budgeting. So, it’s the perfect time to roll out your Halloween marketing campaign on social media to help you sell a lot now and sell even more over the next few months

Halloween Trends for 2023 

The world’s spookiest retail event is growing, but it’s also evolving in some really important ways. We’ve put together a list of the things we see in the data that are shifting in this space. Plus, tips on how you can leverage this info to help you better target your Halloween marketing campaigns. And of course, each one of these ideas provides a seamless opportunity for you to incorporate influencer marketing, even if you’re not necessarily working with Halloween influencers.

Halloween Trend #1: TikTok and Instagram are the top social platforms for Halloween inspo.

According to Statista, Instagram and TikTok top the list of social media platforms consumers rely on for ideas, with 32 percent of those surveyed saying they used those platforms to get inspired.  

Other popular platforms including YouTube and Pinterest are named among the top sources of Halloween inspiration for both decorations and costume ideas.

According to the Statista: 

• 30 percent of Gen Zers and 26 percent of all adults turn to YouTube – FYI, men are more likely than women to default to YouTube
• 29 percent of Gen Zers and 21 percent of adults turn to Pinterest for ideas and shopping, and women are more than twice as likely to go to Pinterest than men
• 17 of Gen Zers and 29 percent of all adults turn to Facebook

It’s interesting to note that in 2021, Facebook reigned supreme as the top social channel for inspo, but as Gen Z ages up, visual platforms become the most important channels for brands trying to reach Gen Zers, after search and in-store displays.

According to everyone’s favorite idea engine (Pinterest), consumers start their Halloween-related searches as early as May. From May to October, Halloween-related search volume on the platform consistently increases month over month. 

How to Use This In Your Marketing Strategy

It’s always a good bet to know where your audience is spending time online. We know that younger consumers a skewing toward platforms that display content based on interest not relationship, namely TikTok, Instagram, YouTube, and Pinterest. These could be pretty keen signals that this group searches for Halloween-related content topically (i.e. “Stranger Things costume ideas” or “funny Halloween costumes for couples”). That means you need to lean into creating content that focuses on a single topic and that the content is optimized for that topic. By that, we mean optimize posts with hashtags and the words you use in your caption, and optimize your rich media so it’s searchable online.

Halloween Trend #2: Pop Culture Is In, Cultural Appropriation Is Out

Now, if you recall, in 2020, Pinterest was the go-to spot for politically correct Halloween ideas. The platform actually launched the Cultures Aren’t Costumes campaign to provide cultural context for costume ideas to minimize the likelihood that searchers would choose costumes that could offend. Good Housekeeping published a really great article on cultural appropriation and Halloween just last week.

What Is Cultural Appropriation?

According to the Oxford Dictionary, cultural appropriation is the “unacknowledged or inappropriate adoption of the customs, practices, ideas, etc. of one people or society by members of another and typically more dominant people or society.”

To keep it simple: we don’t poke fun at groups of people, conditions, cultures, lifestyles, ideologies, or circumstances.

Cultural Appropriation is a sticky topic right now because many of us are unlearning colloquialisms, behaviors, and practices that we didn’t even realize were harmful.

Case in point: we recently published a statement on why we were moving away from the terms “whitelisting” and “blacklisting” and instead using “allow listing” and “deny listing.” Truth is, you can’t really do better until you know better. And it’s the responsibility of every individual to be ever on the search to know more and to know better.

Pop Culture Is a Yes

I have two words for you: Wednesday Addams.

Over the weekend, we shared a bit of family fun at Six Flags Over Georgia, trying our darnedest to get out of the park by 6pm so my little kids wouldn’t have to face the park’s hired ghouls. We failed. Kids got scared. Tears were shed. But let me tell you – we saw our fair share of elementary school-aged girls decked out in Wednesday Addams costumes. (I honestly didn’t even realize that show was for kids. So, my kids aren’t oblivious, but they have very little first-hand experience with any of the Addams Family titles.)

While the most popular costumes still include the typical stuff – superheroes, princesses, and witches – Wednesday Addams made its debut at #10 on the list of the top children’s while Barbiecore landed a bit higher debuting in the top 3 Halloween costumes for adults, and #7 for kids.

How to Use This In Your Marketing Strategy

Tap into what’s hot culturally, whether that’s Wednesday Addams or the Kelce x Swift combo. You can hop on Google Trends and Pinterest to see what’s hot.

What about a costume tool? Google FrightGeist is an interactive tool that can show what’s trending in different parts of the country. Plus, it has a Costume Wizard, which is a recommender tool that allows users to input a few parameters and then recommends a costume based on the user inputs.

It’s fun, actually – told me Pikachu would be the best costume for me.

Halloween Trend #3: Halloween Experiences

Experiences are a BIG part of Halloween celebrations. This year, nearly 1 in 3 Halloween celebrants are heading to a party or an event.

Among Halloween celebrants, 68 percent plan to hand out candy, 50 percent will decorate their home or yard, 50 percent will wear costumes, 46 percent will carve a pumpkin, 32 percent will throw or attend a party.

Haunted Attractions

Hey. remember when haunted houses were literally a 4-person cart zigzagging on a rickety track through the detached container of an 18-wheeler? I do.

Today, the haunted house industry is… well, an industry. I want to tread lightly here, as the haunted attraction industry is still formalizing despite its explosive growth, and it’s not easy to find up-to-date stats.

Back in 2013, NBC News reported Americans spent around $7 billion celebrating Halloween. At that time, there were 2,500 haunted attractions around the world, most of which were in the United States. The haunted house industry was generating $300 million a year in revenue then.

Since then, overall Halloween sales have grown by 30 percent, and Halloween participation is up 11 percent. It makes sense to assume the haunted attraction market has experienced growth as well. What used to be a six-week season leading up to Halloween extends through the year as Spring Screams events during spring break, and escape rooms housed in malls (we have an escape room in the small town in which I live as well as the local mall, Sugarloaf Mills, which is packed with all kinds of attractions, a handful of whom are designed to at least creep you out, even if you won’t admit to being scared.

The Detroit Free Press recently reported the arrival of Nightmare on Bagley, a pop-up horror restaurant that’s slated to serve customers from 5pm to 11pm through November 5th.

@detroitdar

On Bagley has officially opened up there halloween themed bar ! Its Wed-Sunday 5-Midnight ! Yall check them out before it ends

♬ original sound – DetroitDar

There are now 4000 haunted attractions in the U.S, not including the haunts you can check out in the local amusement park. In the U.S., about 20 percent of the 240 million+ people planning to celebrate Halloween are also planning to visit a haunted attraction. That’s 48 million people. The average haunted attraction costs between $15 and $20 per person, with theme parks charging as much as $100 per person. I would estimate today, the haunted industry rakes in close to $1 billion a year, which HauntWorld.com backs up. Here’s a great quote I grabbed from Listverse: There are more haunted houses in the United States than Targets.

How to Use This Info in Your Marketing Strategy

Experiences are the bee’s knees, man. And the popularity of attractions is proof-positive that adults – not kids – are the target audience this Halloween. Haunted attractions have been labeled a 100 percent American export. The fastest-growing market for haunted attractions outside the U.S is the Asian market.

As well, the rise of computer-generated graphics in Hollywood movies has created an opportunity for makeup artists who specialize in film makeup and horror makeup to offer their services – at least on a part-time basis – to haunted attractions to help create different looks.

Lastly, the emergence of year-round extreme haunts and offshoots of haunted attractions like haunted hayrides, zombie paintball, escape rooms, and virtual haunted houses are on the rise, and making their post-pandemic comeback.

The science behind haunted attractions is that they provide a way for people to be downright terrified and to legitimately feel threatened but have an “out” so to speak. Haunted attractions are a great way to be afraid and in a safe place at the same time.

Corporate backing and sponsorships of haunted attractions are on the rise. Melissa Cardone’s Ten Thirty-One Productions creates spooky hayrides and other haunted events in both Los Angeles and New York. Cardone got a $2 million investment (for a 20 percent stake in her company) from Mark Cuban during her “Shark Tank” pitch in 2013.

Consolidation among producers of larger haunted attractions is becoming the norm in the haunt industry, due in part to the fact that this generation simply doesn’t scare as easily. And it’s getting more and more expensive for smaller attractions to acquire the type of equipment needed to compete with the larger haunts.

I get it – you may not be ready to drop two rocks on a haunted attraction like Mark Cuban can, but partnerships may make sense for you business. For instance, drink startups may consider striking a deal with haunt production companies to provide energy drinks, soda, water, or novelty foods. Smaller brands could target local haunts to provide novelty items, screen-printed apparel, or partner programs that provide discounts for haunted house patrons who visit their establishment within the same day.

Halloween Trend #4: Candy Sales Are Up; Trick-or-treating is Making a Comeback.

As you would probably expect, two of the most popular categories for Halloween spending are candy and costumes, both of which are fueled, in large part by trick-or-treaters. When Taboola analyzed searches around the term “candy bar” in the fall of 2021, it reported searches were 2495 percent higher in the 90 days leading up to October than they were for all of 2021.

According to the National Retail Federation, in 2023, 96 percent of Halloween celebrants are planning to buy candy to celebrate, while 77 percent plan to spend money on decorations. Sixty-nine percent are planning to buy costumes (for themselves, their kids, and/or their pets), and 39 percent of Halloweeners plan to pick out Halloween cards.

While candy is definitely the most popular item people will buy for Halloween, it doesn’t account for most of the Halloween spending. The 96 percent of people who will buy candy will spend about $3.6 billion, while the 69 percent of people planning to buy Halloween costumes will be responsible for $4.1 billion in Halloween spending.

First, fewer families are venturing out for trick-or-treating than they have historically. In 2016, fewer than 1 in 3 Halloweeners planned to go trick-or-treating, which, until then, was the lowest participation rate in recent history. Throw in a global pandemic and the number of people who planned to take their kids out to hunt for candy by 2021 was fewer than 1 in 4, but that numbers inching up as we get back to pre-pandemic Halloween activities.

Another key contributing factor may be something we talked about in our back-to-school post and that’s that there are fewer school-aged kids in the neighborhoods these days. America’s aging up.

Family-friendly alternatives to trick-or-treating are cropping up all over the place. More community-focused Halloween activities are on the rise. So, while going door-to-door to get candy doesn’t seem to be as popular anymore, attending fall or Halloween events sponsored by local businesses or community organizations is gaining traction.

Older Halloweeners are further solidifying the “experiences” trend for Halloween by throwing costume parties and participating in fashion shows to display their costumes. More people are planning to throw or attend a Halloween party this year than go trick or treating – 25 percent compared to 24 percent. For young adults between the ages of 18 and 24 years old, 43 percent of them have set their sights on a Halloween party.

And let’s face it – experiences like fashion shows and parties make for more engaging social media posts than trick-or-treating. These are also events that would work well as part of an event-based influencer marketing strategy.

Here’s a Halloween marketing idea for ya: Host a community event (online or offline)

In our post on Halloween marketing ideas for local small businesses, one of the ways we recommended brands boost their visibility and stay top-of-mind as we roll into the winter holiday season is to get involved in local Halloween festivities by sponsoring or hosting events like trunk-or-treat, drive-thru trick-or-treating for families, and even sponsoring costume contests.

This tactic employs Robert Cialdini’s rule of reciprocity, encouraging people (in this instance, it would probably be parents of the trick-or-treaters) to remember and patronize businesses that have offered something of value to their kids. Your good will won’t be lost on your customers.

Here are some ways this can shake out in an influencer marketing campaign…

Makeup brands can work with Halloween influencers or MUAs who specialize in horror and special effects makeup looks to teach parents and teens how to add gore or whimsy to the costumes of older kids using regular drugstore makeup. In high school, I went trick-or-treating as 1982 Carrie (the way she looked after that kiss from The Greatest American Hero made John Travolta and the blond dump pig blood all over her). We could never nail any makeup looks, so we had to go for themes.

L’Oreal has a specific Halloween Makeup Looks board on Pinterest where you can grab ideas and purchase products to create the different looks. Once you’ve chosen one, you can click on the pins to get the full tutorial and information on the products used.

Side note: The board repopulates its results when you sign in based on your previous searches around skin tone, hair texture, other content you’ve engaged with in the past.

Skincare brands can distribute samples of wipes and cleansing scrubs at costume parties, fashion shows, and dance clubs where local radio stations may be having costume contests on or before the big day. Costume makeup is no joke to get off.

If you’re interested in getting to kids and parents, publicize the event on social media by partnering with local influencers on Facebook and TikTok. You can supply local stores with branded, reusable canvas bags strong enough to hold treats on the big night then be reused after Halloween can get your name in front of parents. The goal is to go where the party is and find creative ways to get your products in front of partygoers.

Halloween Trend #5: Large Outdoor Decorations – We’re Doing It Big!!

Both the Halloween and Christmas seasons saw jumps in decoration sales as people sought safe ways to drum up holiday spirit while maintaining social distance. So, if you’re wondering if you’ve just been ignoring all the giant scarecrows and metal pumpkin yard stakes all these years, you haven’t. Super-sizing our fall decor is just one of the ways we’re trying to keep the melancholy away and solidify our new normal.

And these high-tech Halloween decorations present great photo opps for passersby.

Per-household spending on Halloween decorations is up more than 50 percent over the last ten years from $20.99 per household to $34.76 per household this year. Not a bunch, right? Doesn’t seem like a huge shift in Halloween spending. But we’re talking a jump from $2.4 billion spent on decorations in 2016 and $2.6 billion spent in 2019 and 2020 to $3.9 billion in 2023. And it’s worth noting that 32 percent of Halloweeners are planning to reuse at least some of their decorations.

In 2017, decorations tied with candy for second place in the top four Halloween spending categories. By 2018, people were spending more on their streamers, ghoulish cardboard cutouts, plastic cauldrons, dangling skeletons, perpetually hissing black cats and other creepily creative Halloween home decor than they were on candy. In 2023, 77 percent of Halloweeners are planning to buy decorations, totaling $3.9 billion.

How to use this info in your marketing strategy

Halloween decorators aren’t limited to the stuff you find in the discount stores. And people aren’t always so thrilled to throw purple and orange into their home decor. Both good news because it provides brands with an opportunity to help Halloween shoppers dream up Halloween decorating ideas that won’t ruin their decor.

Share Halloween Accent Ideas

For companies that sell home goods, crafts, used items, furniture, or interior design services the goal should be generating and sharing ideas that include your products. Think about coming up with ideas that will allow customers to transition their interior design from Halloween to Thanksgiving without completing revamping their home.

In the post below, I spy with my little eye… a chic white ottoman, what looks like a vintage clock – similar to something you’d grab from a resale shop and paint black, bats made from construction paper (hello, crafting with the kids!), an oversized mug I can make myself or pick up from my local discount store, a comfy-looking couch, decorative pillows that can be store-bought or made with a little bit of fabric.

Bonus: When it’s time for Thanksgiving, one would only have to swap out the pillows and the blanket, remove or replace the bats, and add warmer colors to the existing collection of knickknacks to make the Halloween-to-Harvest transition simple.

Know what would be cool? A post that shows how a shopper can double-down on seasonal decor by telling them how to use $57 to decorate for both Halloween and Thanksgiving. Something like…

• Spend up to $7 at your favorite Goodwill or local resale shop on an accent piece (clock, oversized plate, creepy painting (resale shops are BRIMMING with horrible, homemade artwork that can easily be rebranded as kitschy.
• Buy 3 yards of the z-pattern fabric from Joann Fabric (on clearance this week for $3.97/yd)
• Buy 5 yards of orange fabric from Walmart (regular price $1.99/yd)
• Buy 3-piece floating shelves from Walmart $10.99

And so on and so on…

Craft-related brands already know how to make the most of this holiday. To go a step further, think about decorations that can easily transition to Thanksgiving. You can find a lot of ideas on lifestyle blogs, like this one.

This is a cute idea for DIY ghost candles from @kailochic that I just saw in my IG feed. Inspo is everywhere.

View this post on Instagram

A post shared by Kara Whitten (@kailochic)

Create Transformation Videos

Another smart idea for creating Halloween marketing campaigns or themed content is to show and not just tell. This strategy translates really well on social media.

Take this example from Lowe’s Home Improvement. They created a campaign where they showed, through Instagram stories, how to transform a vertical space from drag to fab.

Another Halloween marketing idea: Mis En Scene the HECK out of your office or store

So, this Halloween is going to have a lot to do with setting the mood, and getting people in the holiday spirit without necessarily having to get them into the store to do it. People are shopping earlier. Even as we write this article, we’re only a few days out from the second Prime Day of the year. And this is the perfect time to focus on boosting your visibility with some fun decorating ideas.

• Update your window displays, storefront or facade with over-the-top holiday-inspired decorations.
• Add offbeat Halloween elements to offices, conference rooms, and break rooms in parts of your office or building that are okay to post on social.
• Sponsor a local haunt or a crawl of the 10 best Halloween decorations (with the owners’ permission and some fanfare, of course)

This may seem like a small thing, but it isn’t. You want your audience to like, trust, and support you. And that starts by being a brand that is actively engaged in your community – whether online or offline.

Consumers are looking to spend money with companies whose culture and values they can support. According to The 2020 Zeno Strength of Purpose research, when it comes to patronizing purposeful brands, consumers are:

• 4 times more likely to purchase from the company   
• 6 times more likely to protect the company in the event of a misstep or public criticism   
• 4.5 times more likely to champion the company and recommend it to friends and family   
• 4.1 times more likely to trust the company  

Halloween Trend #6: DIY Halloween Costumes Are Inflation-Proof

Interestingly enough, even though more people are planning to spend money on decorations than on costumes, Halloween costume expenditures make up the largest share of Halloween spending.

Come on… don’t you remember how excited you were to dress up in your not-so-ridiculous pumpkin suit, Ghostbusters outfit or a witch with the most awesome pointy hat and magical wand?

Of all the moms and dads who get dragged out on Halloween to beg strangers for sweets, Millennials are one group of adults who may be doing it willingly… without the kids.

How to use this info in your Halloween marketing strategy

A great Halloween costume is worth its weight in Likes, shares, and retweets. But for Millennials and Gen Z partiers, there’s likely to be a little innovation as well. That usually means planning well in advance and sourcing ideas on social media instead of store racks.

More than 30 percent of Halloween shoppers will source inspiration from online searches, compared to the 26 percent that will go in-store to find ideas. That means your content strategy has to get you found in searches for popular search terms like…

• Halloween costume ideas (enormous number of monthly searches for this one with very little competition, comparatively)
• Halloween costume ideas for couples (another big one)
• DIY Halloween costume ideas
• Creative Halloween costume ideas
• Halloween costume ideas for groups (another surprisingly big one)

That said, creating visual content that ties your brand into Halloween-related themes is key. Pinterest is an invaluable tool for sourcing inspiration for looks of all kinds. Even if your team does most of its targeting on Facebook and Instagram, it will only help you to partner with influencers who can help you repurpose your content for Pinterest, YouTube, and IGTV.

But you’re certainly not limited to just costumes and Halloween looks.

LUSH COSMETICS HALLOWEEN SKINCARE

We’re pretty fond of Lush Cosmetics. Lush has run some pretty eye-catching social campaigns (there was even one where everybody was naked!), and this one is actually pretty cool because it’s a branded Halloween post (#LushHalloween) that isn’t the typical Halloween promo post.

The post is promoting a detoxifying green tea face mask. But there’s no CTA. No coupon code. No talk about the mask being great for Halloween or for restoring skin after piling on horror makeup. And that’s part of what makes it effective as a Halloween marketing post.

Halloween Trend #7: Millennials Are Aging Up, But Refusing to Age Out of Halloween

That’s it. That’s the whole trend. Halloween is more popular than it’s ever been, and the most active cohort is those ages 25 to 44 years old. The oldest millennials are 43 years old this year, and the youngest are around 27 years old, and they’ve gone from trick-or-treating to haunted attractions and spooky bar crawls.

Much of this continued ctivity can probably be attributed to parenthood – taking their kids out for Halloween – and homeownership – really going big on the decorations.

Halloween Trend#8: Halloween At Work

A significant part of our most recent post on Halloween marketing had to do with the concept of bringing Halloween to life at work by doing things like creating Halloween pop-ups that were gram-worthy, holding costume contests for employees, sponsoring a Halloween event for the local kids, and a few other really cool ideas that work for brands whether or not they sell Halloween-related products.

How to Use This Info in Your Marketing Strategy

Fun fact: 1 in every 10 Halloween searches on Pinterest is related to office decor. So, the opportunity is there for you to suggest cool items for people to use to add a splash of Halloween spirit to their workspaces or even to transform entire office into haunted rooms.

Halloween Trend #9: Pet Costumes

Pet costumes account for 10 percent of total spending on Halloween costumes. In 2016, owners spent $420 million on Halloween costumes for their pets. A year later, that number was $440 million. That’s because 1 in 5 Halloween celebrants plan to dress up their pets for Halloween. This year, $700 million is being spent on Halloween costumes for pets.

How to Use This Info in Your Marketing Strategy

The pet industry is notoriously bulletproof. In 2020, 70 percent of U.S. households had pets. Heck, we’ve had a pig, hamster, three dogs, and for a short while, an orphaned squirrel just in the last two years. #lifeinthecountry

There is an opportunity here for marketers to zero in the focus for this Halloween on the furry friends who are considered members of every 7 in 10 households in America.

Marketers can do that by sponsoring live or virtual pet costume contests or fashion shows, or pet-person costume contests, and do it by creating a branded hashtag or using an existing one like #doghalloween (103,351 posts currently) or #doghalloweencostume (111,728 posts currently).

An easy voting system would be having users comment or double-tap. The comments and double taps will help you to boost engagement and provide one metric for determining the success of your campaign.

Halloween Trend #10: Pop Culture Costumes

Coincident with Millennials taking ownership of Halloween is a trend toward sourcing costume inspiration from pop culture. TV character costumes, Halloween meme costumes, and celebrity costumes are on the rise. Overall, 11 percent of those polled said pop culture would inspire their costumes. For older Gen Zers and younger Millennials who fall in the age range of 18 – 24, that number was 34 percent – one in three.

How to Use This Info in Your Marketing Strategy

The first tip is to stay relevant by keeping up on trends. And a simple way to do this is with Twitter and Instagram. A 10-minute cursory view of both platforms once a day will do wonders for you marketing strategies. If your team is able to push out content in hours instead of days, you can capitalize on trends in real time.

The next tip is to help people use what they may already have in their house. The Internet went sorta nuts a couple years ago when a 2016 lecture at Getty Museum entitled Designing the Middle Ages: The Costumes of Game of Thrones was mentioned in an article on Apartment Therapy that revealed Ikea rugs are used as capes on the popular HBO show Game of Thrones. The news increased online searches of Ikea’s SKOLD rug by 775 percent. Of course, Ikea released its own official instructions for recreating the GoT look with a pretty funny sketch.

Halloween Trend #11: Grocery Stores are the New Front Porch

So, did anyone else have to take their candy to the police station to be scanned by the officers growing up, or was it just me? I remember the fun I had as a kid dressing up and trick-or-treating. I also remember CAREFULLY EATING candies that cleared the scan (not all did) hoping Daddy and his cop buddies got all the bad ones out.

Local businesses and community organizations have been taking an active role in reimagining Halloween without all the risks I had to take as a child. As a parent, this is one of my favorite Halloween trends. The idea of handing my little girls a piece of “some guy’s candy” is… umm… not really optimal.

Two years ago, I was in no hurry to get home and spend all evening denying the neighborhood kids treats, so my kids and I stopped off for a few groceries before heading home. I was surprised to discover Halloween had been moved inside the grocery store – in the produce section.

So, in addition to picking up groceries, we spent more than two hours at my local Kroger playing in a bouncy house, decorating cookies, collecting treats, and playing games. My older daughter hung out with friends from school who were working as ghosts and operating games. My toddlers – though not in costumes like the other kids – got to “go fish” in the produce section… unfortunately, they traded the fruit they fished out for candy.

Weird choice, Kroger. Then again… probably much cheaper choice.

The point is my desire to avoid Halloween unwittingly put me smack dab in the middle of a community Halloween party.

And it’s not just my neighborhood. More and more, retailers are becoming the community Halloween hubs because yeah… COVID.

Plus, it’s hard to uphold the “stranger danger” message when Halloween is so awesome for kids.

How to Use This Info in Your Marketing Strategy

Create family-friendly experiences that parents (like me) can use to distract their kids from the fact that their friends are trick-or-treating. Usually, it’s not that kids want so badly to go; it’s more FOMO – they don’t want to miss out on all the fun their friends are having.

Your Halloween festivities can be the fun thing they look forward to this year. Marketers can use this time to not only build goodwill in their communities, but to introduce parents to new products like gummy vitamins (please, please, please somebody make more nutritious gummies for kids!), sauces, salad mixes, hand wipes, and snack ideas. Let them test the products for free at your event and you will get parents who are happy to add your product to their weekly or monthly shopping lists.

About half the things on my shopping list landed there because I got to try it for free first. Speaking of…

The fine folks at La Colombe can thank Ibotta for the thousands I’ll likely spend on draft lattes (genius idea). I literally have to go out of my way to get them, but… I get ‘em.

Halloween Trend #12: Gender Neutral Costumes

Of the $3.2 billion spent on Halloween costumes last year, $1.17 billion of that was specifically for children’s costumes. But for the past few years, the focus for both boys and girls has been on superhero costumes, relegating the former top costume choice of a princess to second place on the list of kids’ costumes.

The trend toward gender-neutral costumes pushes against the idea of traditional girl or boy costumes. And it’s not really about girls wearing costumes intended for boys. It’s more about there being more female heroes from which to choose.

Were I to venture a best guess at the costume my preschooler would pick in a perfect world, I would say Colonel Nick Fury (not sure why she likes him so much), Megamind (again, what?), Thanos (she sees his point), Hawekeye (full disclosure: her older sister teaches archery), and Captain America’s shield.

Yeah. Just the shield. So…

She’s no unicorn. For the past few years, it’s been superhero costumes that have been the top sellers for kids regardless of age or gender.

How to Use This Info in Your Marketing Strategy

You can win loyal fans and generate content that gets shared with parents who support gender neutral costumes (and who often can’t find what they’re looking for) by helping parents source the right suppliers (which you can do by repinning Pinterest pins) or by creating content that gives parents simple DIY instructions for customizing their outfits for the best fit, look, and experience for the kids.

Halloween Trend #13: Halloween Has Officially Become a Thing in Some MENA Countries

Time to expand your ad targeting. Think With Google reports a 26 percent increase in Halloween-related searches in MENA countries this year after the holiday made its debut in in Saudi Arabia last year.

Much like what’s happening here, many of the costume-related searches are being fueled by the content people are watching on Netflix and other streaming services. For instance, Google reports that “search interest for ‘Squid Game costume‘ and ‘Cruella costume‘ crept up 900% and 215% respectively year-on-year.”

Candy searches are also up in the region with searches for “candy corn” being up 150 percent and searches for Halloween candy up 165 percent year-over-year.

This Year’s Big Wrap-Up Isn’t Really That Scary

The big takeaway here is that people are loosening their hold on candy and trick-or-treating as the be all end all of Halloween. This current evolution of Halloween trends means there’s room for brands to dream up family friend experiences… or horrifying ones. Depends on your brand and your demographic.

Is anyone else thinking this is an amazing eyeshadow color? Source: Instagram @worldofsfx

But the one thing that is consistent throughout all eight of the trends we talked about here is that the experience you create has to be grand enough, interesting enough, and unique enough to make it into your customer’s Instagram feed. That’s the ultimate goal.

About This Author

Sorilbran Stone | Content Strategist

I serve as the resident content strategist and the official Head of Content Marketing at The Shelf. Marketing is my happy place. I’m as happy looking at analytics as I am actually creating a thing. I focus a lot on dreaming up and implementing the best ways to create, publish, and distribute content that will build your brand and get your audience to do a thing.

The post 13 Halloween Trends That Can Help Marketers Fuel Their Winter Holiday Campaigns appeared first on The Shelf Full-Service Influencer Marketing.

Historically, consumers have rolled right from back-to-school spending into Halloween and winter shopping. See… look at this Pinterest interest calendar.

This year, with inflation bumming everybody out holiday shopping will likely start even earlier this year than it did last year (which was October-ish). 

The trends shaping consumer behavior are changing. As brands and marketers gear up for a competitive season, it’s crucial to stay ahead of the curve and adapt to the evolving landscape. 

We can read the tea leaves, so to speak, to get a good idea of how the back-to-school trends we’ve seen this year will inform holiday spending AND your holiday marketing. 

So, let’s dive in and unpack the nitty-gritty consumer trends that’ll help you rock your year-end influencer marketing game like never before.

1. Inflation Woes: The Great Spending Divide

Okay, folks, here’s the deal. Inflation is playing its part in creating a divided shopping scene. People with deeper pockets are spending more cash to offset those pesky higher prices. On the flip side, those with tighter budgets are cutting back… because of higher prices. 

This means shoppers are starting their gift hunts earlier in the season and stretching them over a longer period, flipping Black Friday into more of a mega deal day than the ultimate shopping kick-off. 

Oh, we can’t overlook the “R” word? Yep, there’s a chance a recession might join the holiday party this year – the recession is an on-again, off-again narrative at this point. Even still, folks are on the hunt for bargains, even willing to switch up their loyalty for a killer deal.

Action Plan: Offer Smart Deals and Value-Packed Bundles

• Collaborate with influencers to promote your big sales, irresistible deals, and exclusive bundles that provide genuine value to budget-conscious shoppers.
• Roll out a mix of promotions that start long before and last way beyond Black Friday, capturing the extended shopping window. Make sure to communicate these extended offers through influencer partnerships and brand ambassadorships.
• Leverage influencers to emphasize the value and savings that customers will enjoy, helping to offset the impact of rising prices.

2. Fatigue: Let’s Talk Exhaustion

Crisis fatigue. Financial fatigue. Fatigue fatigue. Raise your hand if you’re tired. Like, really… friggin’ tired.

The “everything everywhere all at once” vibe? Over it. Weariness has left consumers feeling exhausted and disengaged.

While fatigue certainly sucks as a holiday trend, it’s likely one that will impact the way you market and get your message out this year. Why? Because this fatigue is contributing to a decline in the appetite for old-school sponsored posts. So, if your higher-ups are still demanding creators with heavily curated feeds and color aesthetics…

(Sigh) Nudge them into 2023.

As consumers seek authentic and meaningful interactions with content creators, community leaders, and brands they’re rolling their eyes at the one-off sales pitches masked as lifestyle posts from social media creators. 

Is influencer marketing dead then? I promise you, people have been asking that question for years, and the answer is always “No, the industry is maturing and growing.”

But to counteract message fatigue, brands, and marketers have to revamp how they see influencer activations and shift their focus from peddling their wares to building out interconnected marketing campaigns across different channels that can cut through the noise to offer genuine value and relatability.

In other words, you need your content to resonate and connect with your audience. And influencers are experts at knowing how to connect with their audience.

Action Plan: Create Authentic and Uplifting Content

• Craft influencer campaigns that focus on positivity, self-care, and mental well-being; prioritize pushing content that will resonate with weary consumers.
• Encourage influencers to share personal stories and experiences that inspire and uplift, establishing a genuine emotional connection.
• Team up with content creators who can authentically connect with their audiences and provide a refreshing break from the chaos. One of our all-time favorite creators is Trey Kennedy – someone who is a MASTER at short skits. Check out the content he created for [yellow tail’s] Fresh Twist campaign (that was us, btw) – it’s hilarious, feel-good content.

View this post on Instagram

A post shared by Trey Kennedy (@treynkennedy)

3. Phygital Experiences: Where Online Meets Offline

Hold on to your hats – the age of “phygital” is upon us. I actually quite like that word, though each time I say it, I cringe just a little. But… yeah, phygital – the blurring of the line between physical and digital experiences. 

Apps are the magic glue weaving together online and offline shopping adventures. People aren’t just browsing online; they’re using their online experiences to fuel their in-store shenanigans. This is true across generations, and surprisingly, it’s also true of younger generations as well, even those who are most likely to shop online.  

According to GWI, 52 percent of US Gen Z consumers prefer to shop online, while 48 percent prefer to shop in-store. They’re basically heading into the store to check out goodies they spotted on their social feeds.

Action Plan: Merge Digital and In-Store Experiences

• Partner with influencers to create content that bridges the gap between online discovery and in-store exploration, encouraging shoppers to experience products firsthand.
• Highlight products in influencer content that are available both online and in physical stores, showcasing the convenience of cross-channel shopping.
• Collaborate with influencers to promote in-store events, pop-up shops, or exclusive offers, driving traffic to brick-and-mortar locations.

4. Social Media Ads: Your Holiday Inspiration Hub

Psst! Social media ads are where it’s at. About half of shoppers are more likely to hit up a brand’s website after seeing a social media ad. That’s way more than those who visit a brand’s website after receiving an email. So, team up with influencers and get your holiday inspo out there at the perfect moment.

Action Plan: Make Your Social Media Campaigns Irresistible

• Repurpose the coolest influencer content (assuming you have the content rights, of course) as social media ads that feature products and promotions that resonate with their followers.
• Leverage influencer stories, reels, and posts to showcase the value, benefits, and must-have nature of your holiday offerings.
• Utilize influencers’ storytelling abilities to create narratives that inspire action and evoke emotion, prompting viewers to visit your website or store.

5. Surges in Resale Shopping: Sustainability Rocks

While 1 in 5 back-to-school shoppers are making do with last year’s stuff, resale shopping is expected to have its time in the spotlight this holiday season. More than 1 in 6 holiday gifts (around 17 percent) will be second-hand goodies. Bonus: That’s 32 billion pounds of landfill waste avoided by some clever thrifters! Yep, folks are all about snagging pre-loved treasures and saying no to waste. 

Action Plan: Champion Sustainability and Second-Hand Finds

• Collaborate with influencers who align with eco-friendly values and promote the concept of gifting and receiving pre-loved items.
• Showcase the quality and uniqueness of resale products through influencer-generated content, highlighting the sustainability angle.
• Create influencer campaigns that celebrate the circular economy and position your brand as a champion of conscious consumption.

6. Deal-Seeking Behavior: The Price Tag Priority

According to Inc., 60 percent of Gen-Zers say that they can (and will) replicate any fashion trend cheaply. Show us the way, oh sensei. Perhaps the most definitive of the holiday trends this year is this one: bargain hunting is the new black.

Last year, better pricing was the top reason consumers switched brands, as economic conditions prompted a shift away from YOLOing and towards more price-sensitive shopping. Consumers are picking brands based on deals and promotions rather than leaning harder into brand loyalty. Brace yourselves for a deal-driven season, and make sure your influencer content sings the value song loud and clear.

Action Plan: Highlight Deals and Exclusive Offers

• Develop influencer content that focuses on the cost-saving aspects of your products, emphasizing the value and benefits of purchasing.
• And speaking of value, play it up. This could be in the form of getting discounts on subsequent products, a rewards program that provides freebies, the swiss-army-knife-type utility of your product, or any number of bonuses that will help you convey the benefits and value of your products.
• Collaborate with influencers to create comparison content that demonstrates the savings customers can enjoy by choosing your brand over competitors. Just don’t mention your competitors.

7. Buy Now Pay Later vs Credit Cards: The Payment Tango

There’s also a bit of a payment revolution happening. Buy Now Pay Later (BNPL) is making waves as consumers try to minimize making purchases with high-interest credit cards. 

But it’s not all sunshine and rainbows. BNPL defaults are up among the younger crowd, and companies are nudging the rising costs of funding purchases onto consumers. Add to that that with defaults being more likely as people try to manage the cost-of-living crisis, it’s harder for consumers to get approved for BNPL purchases now than it was a year ago.

Action Plan: Provide Flexible Payment Options

• Incorporate Buy Now Pay Later (BNPL) messaging in influencer campaigns, highlighting the convenience and flexibility of this payment method.
• Work with influencers to educate consumers about the benefits of BNPL and address common concerns or misconceptions.
• Promote in-store payment alternatives through influencer content, showcasing how shoppers can seamlessly make purchases on their terms.

8. Inspire, Engage, and Personalize: The VIP Treatment

Another big one holiday trend this year? Personalization.

Personalization is the name of the game. People want to feel seen, heard, and understood. Brands, this is where you shine. Use that customer data to craft tailored experiences that make your shoppers feel like the ultimate VIPs. And guess what? Influencers can totally help you nail this game.

Action Plan: Tailor Experiences and Connect on a Personal Level

• Collaborate with influencers who can authentically represent your brand and engage with their audience in a personalized manner.
• Leverage influencer insights to craft tailored influencer marketing campaigns that cater to specific customer preferences and needs.
• Encourage influencers to share personal testimonials and experiences with your products, establishing a relatable and authentic connection.

9. The Focus on Ease: Smooth Sailing Shopping

Okay, let’s chat about returns. They’re like the unsung heroes of the shopping universe. A hassle-free return process, crystal-clear policies, and top-notch customer support are golden tickets to customer satisfaction. Heads-up, though: 93 percent of shoppers check the return policy before buying, and 81 percent have ghosted a brand after a bad return experience.

Action Plan: Streamline Return Policies and Customer Support

• Partner with influencers to create content that educates shoppers about your hassle-free return process, emphasizing clarity and ease.
• Highlight customer success stories and positive return experiences through influencer testimonials, showcasing your commitment to customer satisfaction.
• Collaborate with influencers to provide step-by-step guides on how to initiate returns and utilize customer support, ensuring a seamless and stress-free experience.

10. Unified Shopping Experiences: Get Omni-Savvy

Drumroll, please – it’s time for the omnichannel extravaganza! Social media’s role is growing like wildfire. And get this: social media traffic referrals shot up 27 percent in the first quarter of 2023. The key? Influential content creators who understand the digital-physical blend and can guide shoppers through a seamless buying journey.

Action Plan: Create Cohesive Omnichannel Journeys

• Develop influencer campaigns that seamlessly guide shoppers through the entire buying journey, from initial discovery on social media to in-store or online checkout.
• Encourage influencers to showcase products both online and in physical stores, leveraging their influence to drive traffic to various touchpoints.
• Collaborate with influencers to promote omnichannel experiences, such as exclusive online offers redeemable in-store or vice versa, encouraging a holistic shopping approach.

Final Thought on This Year’s Holiday Trends

So, there you have it, the lowdown on the holiday trends shaking up the 2023 holiday shopping season and a handy little playbook of actionable strategies. Buckle up, get creative, and let’s make this holiday season a shopping extravaganza to remember!

About the Author

Sorilbran Stone | Content Strategist

I serve as the resident content strategist and the official Head of Content Marketing at The Shelf. Marketing is my happy place. I’m as happy looking at analytics as I am actually creating a thing. I focus a lot on dreaming up and implementing the best ways to create, publish, and distribute content that will builds our brand and gets our readers to do a thing

The post 10 Holiday Trends to Power Your Fall Marketing Strategy appeared first on The Shelf Full-Service Influencer Marketing.

Behold! The beauty of Konstantin’s design brilliance!! You’re such a friggin’ rock star, Konstantin.

COPY and PASTE THIS CODE to EMBED THIS GRAPHIC.

Now, let’s dig into the data.

How Much Back-to-School Shoppers Are Spending in 2023

The 2023 back-to-school spending season is expected to be the biggest one yet with consumers planning to spend a total of $135 billion in back-to-school and back-to-college spending.

Despite inflation shrinking the amount of bang shoppers can get for their B2S buck, K12 back-to-school shoppers will spend an average of $890 per household on school-related items, according to the National Retail Federation. With a few adjustments:

• B2S shoppers are hitting the stores earlier this year and spending most of their budget by the end of July (upwards of 59 percent of it, according to Deloitte.
• Shopping sustainably isn’t as much a priority this year as it was last year as deals and discounts take center stage.
• While the Dalios and Kyosakis of the world insist cash is trash, 77 percent of B2S shoppers are shopping with it, in lieu of charging purchases to their credit cards.

When it comes to back-to-college shopping, households are expecting to spend right around $1,370 this year. And this includes degree-earning moms and dads. To give you a little context, when we published the 2019 back-to-school post, spending on back-to-college supplies averaged about $977 per household. So, in the last four years, back-to-college spending has jumped 40 percent over where it was before the pandemic hit. And of course, that number doesn’t include tuition or housing expenses.

Deals Take Center Stage This Back-to-School Shopping Season

Okay, we are knee-deep in an economy that is in a fist-to-fist battle with inflation. In the current environment, the majority of back-to-school purchases will be influenced by deals and promotions this year.

The official start of the back-to-school spending season kicked off with a record-breaking Prime Day event that delivered $12.7 billion in sales for Amazon and its merchants. This year, nearly 7 in 10 back-to-school shoppers were planning to take advantage of Prime Day deals exclusively. Nearly 1 in 3 planned to shop other online deals during Prime Day, and 1 in 5 planned to shop in-store deals at other retailers during the Prime Day event.

Shoppers have already seen price increases on staples like apparel and paper. And this year, the idea of deals, discounts and value include conveniences such as easy returns, free returns (no restocking fees), and free shipping with order minimums of $30 or so.

But be warned: shoppers are fully prepared to switch brands if their preferred brand is out of stock or if the price of their preferred brand jumps significantly.

And there are differences in the importance discounts play for K12 back-to-school shopping vs back-to-college shopping. For instance, 45 percent of K12 shoppers will be shopping more sales and doing price comparisons online versus 37 percent of back-to-college shoppers who are zeroed in on finding deals.

Spending Categories: Back-to-School Shoppers Prioritize Necessities

School supplies and clothing remain the top spending categories. With inflation still kinda bossing everybody around, shoppers are compensating for the price increases by boosting their spending on school supplies by 20 percent while decreasing their spending on clothing/accessories and electronics by 14 percent and 13 percent, respectively according to Deloitte.

Across the board, parents, students, and back-to-school shoppers have seen an increase in prices:

• 77 percent of B2S shoppers report higher clothing prices
• 67 percent report higher prices on school supplies
• 59 percent report higher prices for shoes
• 58 percent report higher prices on electronics
• 23 percent say they’re paying more for furniture

Spending More vs Spending Less

Regardless of whether shoppers say they’re spending more or less on back-to-class shopping this year, pretty much all of them are pointing to inflation as the cause.

For shoppers who plan to spend less this year, 51 percent of them say it’s because they have less disposable income. Of those who plan to spend more this year, 75 percent of them say it’s because prices are higher this year. The sweet spot for retailers is to understand that price is of the utmost importance, but discounts, deals, and quality (value for your money) are the big influencers this year.

In-Store vs Online Shopping

We did a little digging in our article on back-to-school trends into the opportunity that exists for brands that are putting down roots in virtual environments. In previous years, we’ve only really looked at the YoY changes in the percentage of people who are shopping online versus those who are shopping in-store.

On the heels of a global pandemic, online schools, and the rise of advanced e-commerce capabilities, four in 10 back-to-school shoppers have been taking advantage of emerging technologies to make shopping safe and convenient. We’re talking shoppable social posts, sure. But also digital wallets, interactive video, and virtual reality. Keep that in mind as you’re structuring your influencer marketing strategies.

When we first rolled out our Back-to-School post back in 2016, e-commerce accounted for just 7.9 percent of back-to-school spending (based on 2015 b2s stats). In 2018, 23 percent of back-to-school spending happened online. This year, with stores open and school in session, 55 percent of back-to-school shoppers will be making some of their purchases online.

Back to School 2023 Is Here

The bright spot for kids is that going back to school often comes with a healthy shopping allowance. The bright spot for marketers is that school shopping often starts early, climaxes with AMAZING sales in mid-July, and glides right into the holiday shopping season.

And parents, well, they (and their wallets) get sort of jammed in between kids and brands, working out the logistics of it all. Use the back-to-school statistics, trends, and strategies to kickstart your winter influencer campaigns.

The post 2023 Back-to-School Spending Infographic + Tips to Rock Your Campaign appeared first on The Shelf Full-Service Influencer Marketing.

Let’s face it, old school, traditional marketing is dead. Consumers are too smart to be wooed by scripts. Instead of the feel-good factor, consumers crave transparency. We’re officially in the era of influencers, and they are experts in engaging with their online communities. A well-executed influencer marketing campaign will increase brand awareness, grow reach, and drive sales. It’s time to experience these influencer marketing benefits for yourself.

What Is Influencer Marketing 

The nfluencer marketing industry may still be a budding, but the art of influence is as old s time. The foundatios of influencer marketing are built on trust and relationship- two things that have always been vital to mankind. This dates back as far as prehistoric times, when primal humans depended on the knowledge and influence of their alpha leaders to guide them to food and safety. This still happens today, although the the conversation is happening virtually. Social media is the online party that everyone’s invited to, and 4.59 billion people are showing up on these online platforms. 

More specifically, influencer marketing is a form of word-of-mouth marketing where brands hire social media creators who have expertise and influence in specific areas to talk about the various benefits of the brand’s offerings..

If you want to learn more about the ins and outs of influencer marketing in detail check out our article, “What Is Influencer Marketing.” 

Is the Industry All That And a Bag of Chips? 

It’s easy to see celebrities or top influencers repping certain brands and question whether it impacts consumer behavior.What’s the catch? Is this industry legit? Or,does it leave more to be desired??

The influencer marketing industry is like one of those magic water growing toys where you just don’t think it can get any bigger, but then it does. It was valued at $13.8 billion at the end of 2021, a steep incline from  $4.6 billion in 2018. 

Like the classically nostalgic toy, the industry continues to grow and is predicted to exceed $24 billion by 2025. The influencer marketing benefits are irrefutable and irresistible. 

The ROI for influencer marketing is $5.78for every dollar spent. Returns like these shows us that influencer marketing benefits (and revenue) have the potential to be uncapped for both brands, and the influencers they parter with.

Influencer Marketing Hub reports that a jaw-dropping 90 percent of their respondents believe it to be effective, and 72 percent believe they receive higher quality customers with influencer marketing campaigns. 

93 percent of marketers are already use Instagram to grow their brands- and for good reason. This growth is universal asplatforms like TikTok or Twitch are gaining more attention from big brands as a place to maximize the benefits of influencer marketing. 

One of the reasons why influencer marketing is growing so quickly is because it levels the playing field. t’s not just celebrities and big brands that are capitalizing on the effectiveness of  this sector. Small businesses and micro-influencers are starting to lead the charge as the industry continues to grow into ‘all that’ and many more bags of chips. Check out these influencer marketing statistics for a deeper dive into the influencer marketing world. 

Top 3 Benefits of Influencer Marketing 

We know that there many more than 3 influencer marketing benefits, these are the ones that are making the biggest waves. 

Influencers Are Large and in Charge 

We entered the influencer era because influencers are the ones that the world is looking to. Consumers are starting to prioritize them over celebrities and beyond. 

Consumer purchase intent went up 5.2X for influencer content like a tweet, compared to that of a brand’s at 2.7X. Social media users are listening to influencers and care about what they eat, wear, say, and consume. 

Forbes wrote that “92 percent of consumers trust an influencer more than an advertisement or celebrity endorsement. It’s not about follower count, or celebrity status.-consumers care most about authenticity. 

The benefits of influencer marketing are propelled bythe influencers. They are the experts in engaging youraudience. Because of their ability to inspire action and create high-quality content, they remain the driving force for winning campaigns. 

It’s a widely accepted belief that success leaves clues.  This is true in every part of the life (including the marketing process). Check out these influencer marketing best practices that are sure to give your campaigns an edge. 

Effective Targeting That Works 

A niche influencer is someone that creates content for or about a specific area of interest. For example, vegan oatmeal recipes or iPhone photo editing hacks would be niche topics on social media. 

Just as you create customer personas for your brand, influencer accounts are rich in specific groups of people that you’re looking to appeal to. You can get a taste of the benefits of niche marketing and finally start meeting your perfect customers. 

Instead of casting a wide net with print media or other traditional formats, influencer marketing offers more precision as you can find your ideal consumers and share your message through a person they already know and trust. 

More Time and Cost Effective

Influencer marketing is fast and affordable on multiple fronts. 

Production is more budget-friendly as you outsource it to influencers that include this in their fees. While this can still be a sizable expense, it’s not as big as hiring out your own photoshoots or hiring celebrities. Many influencers will also work for free products, especially micro-influencers, making your budget negotiable. 

While a traditional commercial may seem like a wise marketing choice, they’re often expensive, take longer to go live, and are skipped by tech-savvy consumers. Over 42 percent of internet users claim to use an ad blocker. However, consumers welcome influencer content and actually seek it out, making it a must for your influencer marketing campaign. 

While a lot of influencer marketing is transactional or a one-time exchange, long-term partnerships can extend the influencer marketing benefits for both parties. It’s a sustainable approach that may involve frequent collaborations with an influencer that results in a wide range of content and general promotion all-year round. 

And, above all, this influencer marketing benefit results in higher return because interest and engagement are just higher. The people want influencer content, so meet them where they’re at. 

Top 3 Objections to Influencer Marketing 

Just as there are so many influencer marketing benefits, there are also some caveats or disadvantages of influencer marketing.

Influencer Selection Can Make or Break You

Finding influencers that align with your brand is everything. Thirty-four percent of brands struggle to find influencers. It’s hard to navigate the various platforms and find the ones that match your brand, while also avoiding the “fake” accounts. Yes, Tinder isn’t the only place you can get catfished. 

For many, hiring out a third-party to take care of this can optimize your time and energy, which is where we would come in and pair you with your influencer soulmates. 

“The Agency’s Technical Guide to Influencer Selection,” is another great resource for looking deeper into the qualitative and quantitative data that accompanies influencer selection. 

Management and Tracking Takes Work

Tracking and staying on top of influencer marketing is no easy task. Each influencer has varying levels of experience, professionalism, or styles when it comes to how they want to work with you or showcase your brand. 

Fifty percent of marketers struggle to manage everything from deadlines to contracts within an influencer campaign. Surprisingly,  33 percent don’t even bother measuring their influencer marketing ROI. 

Social media platforms and different softwares are making it easier to track and manage influencer marketing campaigns. However, many still struggle with analyzing and staying in front of the data as they measure the benefits of influencer marketing. 

Lack of Forethought and Goal-Setting Will Hurt You 

While many want to jump right to finding the influencers for their marketing campaign, it’s not that simple. There’s a lot more that goes into an influencer marketing strategy. 

Your marketing goals should be a guide for your selection process whether that be the influencer, platform, or type of content. You want to create a solid foundation at the start to ensure you know what your desired outcomes are so you can review and adjust your efforts along the way to receive all of the benefits of influencer marketing. 

Get your frequently asked questions about influencer marketing answered and learn more about common pitfalls or concerns when it comes to the industry. 

What Else Should You Know About Running Influencer Campaigns? 

Influencer marketing can transform a brand. This symbiotic relationship between influencer and brand has the ability to revolutionize reach, engagement, profit, and more. There are many pros and cons of influencer marketing to keep in mind as you build your strategy. 

Remember that authenticity reigns supreme. Video is what consumers want. User-generated content (UGC) is your best friend. And, influencer selection is critical to your campaign’s success. 

Staying up to date with trends or platform algorithms isn’t easy. Selection, tracking, and managing your campaigns may prove to be a challenge, but ultimately worth it in the end. Trial and error can be devastatingly expensive. Tap in with a great agency with a pool of influencers that specialize in different niches across multiple platorms. Don’t be afraid of a trial and error approach.

In this multi-billion dollar industry, the influencer marketing benefits far outweigh the potential obstacles you may face. It’s time to take to influencer marketing to give your brand the boost it needs to thrive.

Reaping that ROI

Are you positioning your brand to get the best ROI on its ad dollars? Every brand reaches the point when influencer marketing no longer becomes optional if it wants to stay relevant. Has your brand reached that point in it’s growth? Need help deciding? Schedule a strategy call!

The post So, What Exactly ARE the Benefits of Influencer Marketing? appeared first on The Shelf Full-Service Influencer Marketing.

Because we get it – it’s important to stay on top of trends in a rapidly evolving digital landscape, where Generation Z holds immense influence and purchasing power. So, we built this Insights Hub (and a bunch of other ones), to provide you with comprehensive information and actionable strategies that’ll help you engage, connect, and thrive in the wonderful world of Generation Z.

Who Is Generation Z?

The Definition of Generation Z

Generation Z, often referred to as Gen Z or Zoomers, represents the cohort of individuals born roughly between 1996 and 2012ish. While the exact dates defining this generation may vary, they are commonly considered the successors to Millennials. 

They’re Digital Natives

Generation Z is the first generation to have grown up entirely in the digital era. They have been exposed to technology from an early age, seamlessly adapting to smartphones, social media platforms, and a hyper-connected lifestyle. 

This innate familiarity with digital tools and online platforms has influenced their communication style, information consumption patterns, and overall digital fluency. Much of the communication that you see now from companies, is patterned after the behaviors of Millennials and Gen Z. 

Growing up in a rapidly advancing digital age, Generation Z has been deeply influenced by technology and the internet, shaping their behaviors, preferences, and outlook on the world. They represent the first generation who are truly digital natives. They have grown up surrounded by technology, social media, and instant connectivity. To give you a bit of context, the oldest Zoomers were only in first or second grade when MySpace launched in 2003.

With a unique set of characteristics and preferences, this generation is reshaping industries, challenging traditional marketing practices, and revolutionizing consumer behavior. So, let’s get into ALL THINGS GEN Z.

Generation Z Values

Diversity and Multiculturalism

As the most diverse generation of Americans in history, Generation Z is characterized by its diversity. About 49 percent of Gen Zers identify as an ethnic or racial minority. This generation embraces multiculturalism, with members representing a wide array of ethnic backgrounds, cultures, and identities.

They value inclusivity, diversity, and equality, and expect brands and organizations to reflect these values in their practices. Gen Z’s embrace of diversity extends beyond ethnicity and encompasses gender, sexual orientation, and socioeconomic backgrounds.

Socially Conscious

Generation Z is all about making a difference! Whether it’s fighting climate change, pushing for racial justice, promoting gender equality, or supporting mental health, Gen Zers actively look for ways to have a positive impact on the world. 

The term “slacktivist” gets floated around as means of identifying social media users whose fervent interest in a social cause doesn’t extend beyond the virtual walls of their favorite social media platform. But those who use that term often don’t consider the power of social media to influence the mass and be used as a call to arms for supporters of different causes.

According to Pew Research, Gen Zers and Millennials cast a quarter of the votes in the 2018 midterm elections. No small feat when you consider that 4.5 million votes that were estimated to be cast in 2018 were from a generation of voters who weren’t even old enough to vote in the previous midterm elections.

Hustle

Gen Z is all about that hustle! For this group, hustle matters because success matters. Getting 1 percent better every day – that whole situation? That matters. Gen Z has an incredible entrepreneurial spirit that starts very early on. These guys are go-getters! Compared to other generations, Gen Zers over-index on: 

• Being successful (62 percent of Gen Zers prioritize success vs 49 percent for everyone else)
• Learning new skills (61 percent vs 54 percent)
• Challenging myself (48 percent vs 40 percent)

Gen Z is all about those side hustles, personal branding, and entrepreneurial ventures. They aren’t known for waiting for opportunities to come knocking; they’re out there creating their own paths. So, as they enter the workforce into corporate environments with rules, traditions, and red tape, it’s easy for older professionals to mistake their alacrity as entitlement. 

So, independence and autonomy are major buzzwords for Gen Z. 

Personalization and Authenticity

Generation Z seeks personalized experiences and authentic connections. They value brands and companies that understand their individuality and cater to their specific needs and preferences. Traditional marketing methods often fall short with this generation, as they can quickly identify inauthentic or generic attempts to engage with them.

Hyperconnected and Visual Communication

Communication for Generation Z is mostly visual and usually instant. They are experts at using emojis, memes, and visual content to express themselves. Short attention spans, attributed to the constant flow of information, have made Gen Z highly skilled at filtering through content quickly. They prefer bite-sized, easily digestible information and have a strong affinity for video and visual platforms such as YouTube, TikTok, and Instagram.

What Is the Population of Gen Z? Well… Kinda Depends on Where You Are

Gen Z holds the distinction of being the third-largest generation in the United States after Millennials and Baby Boomers, making up 1 in 5 Americans (or 20.6 percent). In Canada, the numbers are a bit lower, with Gen Z encompassing roughly 18 percent of the Canadian population. However, their representation varies significantly across different countries. For instance:

• In Australia, Generation Z accounts for nearly 20 percent of the country’s population.
• In China, Gen Z constitutes around 16 to 18 percent of the nation’s inhabitants.
• In Japan, Gen Zers make up 13 percent of the nation’s population.
• On the continent of Africa, Gen Zers make up 31 percent of the population.
• And they account for as much as a quarter of the population in Nigeria, a country where more than half the population is under the age of 18.

Gen Z Money Moves: How Gen Z Earns, Saves, and Spends

Let’s talk about Generation Z and their money. In America, there are approximately 7.3 million full-time Gen Z workers who collectively earn a staggering $229 billion in full-time employment wages. Part-time employment contributes around $70 billion per year to their earnings. And since this cohort is still making its way into the workforce, we actually have to talk about allowances. Yeah. Allowances provided to Gen Z individuals amount to an impressive $57 billion per year. These statistics highlight the significant financial impact and economic potential of Gen Z in the workforce. 

If ever there was one generation that had a gift for hustling, it’s Generation Z. They’re not afraid to dive into the gig economy! About half of Gen Zers freelance to earn money (or more money), generating a substantial income of $40 billion per year from side gigs and freelance work.

They understand that in the current landscape, they have options. They don’t have to be tied to a desk to make money. They launch online businesses and create content on platforms like YouTube or TikTok to monetize their skills and passions. They’ve got that entrepreneurial spirit and they know how to leverage technology to their advantage.

They’re Savers

But what about saving? You might be surprised to learn that one of the defining characteristics of Generation Z is that they’re actually pretty money-savvy. Why? Well, think about it – they witnessed economic uncertainty and are determined to build a secure future. Many of them prioritize saving from an early age, whether it’s for education, investments, or simply building up an emergency fund. They’re all about that financial independence and having a safety net.

But They’re Also Spenders

Now, let’s talk Gen Z spending habits. What makes Gen Z want to buy? That’s what all the cool kids wanna know. Well, they’re not your traditional spenders. Gen Z values experiences and purposeful purchases. They’re more likely to spend on travel, events, and unique experiences that create memories. And when it comes to products, they’re all about brands that align with their values. Gen Z is known for their love of sustainable, ethical, and socially responsible companies. They want to feel good about where their money is going.

Does Gen Z Tip? Yes… If You Earn a Tip

This one is a popular question right now, and the answer is simle, but has a backstory.

#1 Tipping for All the Things. First of all, tipping practices are changing. You may have noticed that places that didn’t ask for a tip a year ago, all want you to determine – from transaction to transaction – whether you’re going to tip if you happen to make a point-of-sale purchase using a debit or credit card from a point of sale. So, there are more establishments (not necessarily people) requesting tips that may or may not go to the people actually serving you. #thatpart

#2 Gen Z dines out. Percentage-wise, they are least likely to be employed. Convenience-wise, however, Gen Z is the most likely generation to grab takeout. According to Morning Consult, 51 percent of Gen Zers polled say they have treid a new restarant in the last month, compared to 40 percent of all adults.

#3 Facts. Lean pockets + an affinity for eating out + an increase in random establishments requesting tips means that a generation who values authenticity, transparency, fair wages, and corporate responsibility is not going to be overly inclined to tip their hard-earned money (or their parent’s hard-earned money) without believing the tip’s been earned or that they see a compelling enough reason to do so.

Ready to -hole on all things Gen Z? Check out some of our other articles.

Generation Z’s Game-Changing Impact on Industries, Markets, and Marketing

Today, we’re witnessing a wealth of insights around how Gen Z is transforming corporate culture and reshaping the CSR landscape. But here’s the kicker: a whopping 42 percent of Generation Z is still on their journey to adulthood.

Currently, Gen Zers make up about 12 percent of the US labor force, according to the US Bureau of Labor Statistics. That number’s set to jump to 27 percent in the next two years. Which means…

Not only are they shaping corporate culture and changing the way companies do business, but Gen Zers are doing so largely as culturemakers and consumers, not as employees or company stakeholders.

The Influence of Gen Z on Corporate Culture and CSR Landscape is Just the Beginning

Gen Z has made its mark across various industries, catalyzing significant transformations from fashion and beauty to technology and entertainment. The way Gen Z consumes content on platforms like TikTok has prompted fundamental shifts in how other platforms including giants like Instagram and Facebook present content, moving from connection-based algorithms to interest-based algorithms.

As a result, brands have had to adapt and recognize that simply staying on-brand is no longer enough to raise awareness. They now understand the importance of being interesting and relatable to capture the attention of Gen Zers. This shift has compelled brands to completely revamp their social media marketing strategies. It’s a massive change.

Gen Z and Sustainability: Authentic Action, Not Empty Promises

Gen Z also places great importance on sustainable and ethical practices, pushing industries to take genuine responsibility for their actions and actively support the communities they operate in. Younger consumers prefer to spend their money with brands that align with their values both internally and externally. Nearly 4 in 10 younger Gen Z individuals expect brands to demonstrate social responsibility, while 3 in 10 expect brands to actively contribute to their local communities.

Consequently, brands must embrace social responsibility and community involvement if they want to establish long-term relationships with Gen Z consumers.

Generation Zers tend to lean on their moral compass with a strong inclination to stand up for what’s right. They prioritize critical issues such as healthcare, mental health, education, financial stability, civic engagement, racial equality, inclusion, and environmental conservation.

When it comes to healthcare… Gen Z is looking for convenience, efficiency, and transparency. They readily embrace telemedicine and are comfortable sharing personal information during virtual appointments.

Mental health… holds significant importance for Gen Z. A frequently cited study conducted by the American Psychological Association reports that when surveyed 27 percent of Gen Zers say they would describe their mental health as fair or poor, compared to 15 percent of millennials and 13 percent of Gen Xers. They are more likely than previous generations to be transparent about, and to seek treatment for their mental health struggles.

In higher education… Gen Z prioritizes skill acquisition for their careers, but for many Gen Zers, that no longer means a traditional four-year degree. According to a recent study conducted by ECMC Group, only 51 percent of Gen Z teenagers express interest in pursuing a four-year degree. That’s a huge drop off from the 2020 figures in which 71 percent reported wanting to head to college. Additionally, over a span of two years, there has been a 6.6 percent decrease in total undergraduate enrollment between the fall semesters of 2019 and 2021.

Financial security… They aspire to stable, well-paying jobs and aim to avoid burdensome student loan debt. They are open to non-traditional educational paths and entrepreneurial pursuits. The financial impact of COVID-19 has affected them negatively, but it has also made them more financially cautious.

Government involvement… Gen Z is not content with passive observation; they actively strive for change. They believe in the government’s role in addressing social issues and utilize social media platforms to advocate for causes, displaying high levels of online engagement.

Equality is a core value… Gen Zers champion diversity and work toward ensuring equal opportunities for all. They acknowledge the flaws in the system and support organizations that combat systemic racism.

Environmental concerns… Generation Z members are deeply concerned about climate change and expect brands to take a stand on environmental issues. Deloitte’s 2023 Gen Z and Millennial Survey reveals that 15 percent of Gen Zers believe they can positively influence their organization’s sustainability efforts. They are willing to invest more in sustainable products and show a preference for supporting environmentally conscious brands.

Conclusion

Understanding Generation Z means understanding Gen Z characteristics – that values and beliefs that make Zoomers such a standout group. These insights are key for businesses, marketers, and society as a whole. Gen Z habits, digital fluency, and social media wizardry are reshaping industries and pushing boundaries. By speaking their language, embracing innovation, and reflecting their aspirations, we can build meaningful connections and create a future that thrives with Gen Z’s dynamism.

As Gen Z continues to make waves, their impact will reshape everything—from commerce and technology to the way we connect and thrive together. So let’s tune in to their vibes, celebrate their uniqueness, and join forces to create a world that’s vibrant, inclusive, and bursting with youthful spirit for this extraordinary generation.

The post Meet Generation Z: Characteristics and Values of America’s Most Diverse Generation appeared first on The Shelf Full-Service Influencer Marketing.

For the 7 in 10 Americans who plan to celebrate Father’s Day, finding the best way to represent your undying love and appreciation by presenting Dad with a gift on the third Sunday in June can be a challenge. I mean, what doesn’t this guy already have?

I am one of millions of daughters who will have to come up with a gift idea far cooler than a new tie to go with my dad’s suits. Coincidentally, my dad doesn’t wear suits and if I stuck to buying ties, he would have dozens of ties to pretty-up the same two suits – one tan and one gray. Multiply that by 5 kids, and 11 grands and…

Too many ties.

While we have a few days before we demonstrate our love with a new fishing pole, a riding mower, or a road trip to South Beach (my dad’s a pretty good-looking guy), let’s all take a quick breather from our Groupon frenzies and set aside a few minutes to be inspired, amused and educated about fathers and Father’s Day.

No lame turn-of-the-century biographies or black-and-white photos. No mind-numbing stats that you stop paying attention to after the first few. Just awesomesauce and funky, dad-goodness.

Annnnnd since we’re actually a marketing agency, we published a more tactical Father’s Day marketing guide a few weeks ago. But you’re on the right page if you’re looking for our annual Father’s Day spending infographic – it’s at the end of this post.

Father’s Day Spending Stats

ALMOST HALF THE MEN IN THE US ARE FATHERS, AND MORE OF THOSE FATHERS ARE STAYING HOME WITH THE KIDS.

According to census numbers, there are 74 million fathers in the U.S. ages 15 years and over, and about 164 million men. Nearly 25 million fathers are part of married-couple families while 2 million fathers were single fathers. (Fatherhood.gov)

DADS DON’T REALLY WANT TIES FOR FATHER’S DAY, YET…

Let’s just go right to it. A necktie is the most popular Father’s Day gift. Not the most desired, just the most popular. Truth bomb: Your father probably isn’t looking forward to another tie. In fact, only 19 percent of dads want any clothing or apparel at all for Father’s Day. And 64 percent of dads said they don’t want anything with the words “World’s Best Dad” on it. Another quick tip: Just in general, an e-card is not the answer to any Father’s Day question.

You’re better off gifting Dad your presence for a cool family experience (think fishing or sporting event) or give him some alone time (these were equally desirable to 38 percent of dads). Most of the dads polled (71 percent) would be up for a meal with the kids.

MOST DADS BRING HOME THE BACON. LITERALLY.

More than half of the fathers polled say they are the primary grocery shoppers in their households. There are a handful of things to know about Dads who shop:

1. More dads research the products they buy than moms. About 11 percent of moms research products compared to 24 percent of dads.
2. Men will spend more on products if they are of better quality.
3. While Dad may be okay with researching products, men are not generally coupon clippers. And they are most definitely not extreme couponers. #theirloss

THIS YEAR, 25-34 YEAR-OLDS ARE PLANNING TO SPEND THE MOST PER PERSON ON DADS FOR FATHER’S DAY.

This year, adults between the ages of 35 and 44 years old will outspend other shoppers by an average of $100 on Father’s Day gifts. Last year, 25-34 year-olds were the big spenders here. Not a bad haul for Dad.

43 PERCENT OF AMERICANS ARE SHOPPING ONLINE FOR FATHER’S DAY GIFTS.

Come on, Groupon deals! Daddy needs a new pair of… ?? (That’s the part many of us are still trying to figure out.)

More than one-third of shoppers will hit up department stores to pick up their gifts, and 22 percent will head into specialty stores. Forty-three percent will keep their shopping online. More than half of Father’s Day shoppers are using their phones for everything from grabbing coupons to researching products, to getting inspo, to making actual purchases.  

WE BUY FOR MORE THAN JUST OUR OWN DADS.

It’s true that 45 percent of women and 54 percent of men buy for their own fathers and stepfathers. But women are just as likely to buy for their own husbands (47 percent) as they are for their fathers. Both men and women also shop for sons, grandfathers, brothers, friends, godfathers, and other relatives.

MOST DADS IDENTIFY AS ONE OF THESE: THE OUTDOORS TYPE, A TECH DAD, THE HOME ORGANIZER.

A good way to figure out what to get your dad may be to find out how he self-identifies. A quarter of dads consider themselves outdoor adventurers. Twenty-one percent of dads consider themselves home organizers.  Twenty-four percent think of themselves as either modern, fashionable, or gadget lovers.

My brother-in-law is like that. He once hacked my computer while I was in the middle of talking smack to him. Or more accurately, because I was in the middle of talking smack to him.

MOST DADS WHO USE SOCIAL MEDIA USE IT, AT LEAST IN PART, TO BECOME BETTER FATHERS.

Sixty-one percent of fathers who use social media apply the information and advice they get from social to be better dads.  Social media is a great parenting resource for many fathers today.

DAD WANTS TO HANG OUT WITH YOU ON FATHER’S DAY… BUT IF YOU CAN’T BE THERE, HE’LL TAKE MONEY.

It’s the truth, folks. If your father is anything like the men answering these polls, he doesn’t want the cufflinks. He doesn’t even want those expensive leather shoes with the tassels.

According to Entrepreneur, 37 percent of fathers want gift cards and 29 percent want electronics, or a gadget of some type. Only 8 percent are okay with you taking the liberty to buy a gym membership, and only 7 percent would be happy with a magazine subscription – even one to a sports magazine

AND IF YOU DON’T GIVE HIM MONEY, GET HIM A HARLEY.

Dads are loyal to the brands they know and trust, according to Adweek. Nearly half (48 percent) of dads say they are loyal to brands compared with just 39 percent of moms. That may be true, I’ve never seen my husband wear a shoe that wasn’t some form of Timberland boot.

Eighty-one percent of fathers are even okay with brands sending them location-based mobile offers, and most (58 percent) have taken action on a mobile offer they receive.

There are 10 top brands that get the Dad Seal of Approval:

1. Apple
2. UnderArmour
3. Nike
4. Netflix
5. iPad
6. Lexus
7. Lego
8. Levi’s
9. Kobalt
10. Harley-Davidson

Twenty-eight percent of dads said they always buy top brands without concern for the price.

YOUNG ADULTS ARE HANDING OUT EXPERIENCES THIS FATHER’S DAY.

Brunch, paintball, wine tastings, spa weekends, hunting trips… About 36 percent of adults between the ages of 18 and 44 are planning to gift Dad experiences this year. During the pandemic.

DADS ARE SPENDING MORE TIME AT HOME.

Today’s fathers spend double the amount of time they spent with their kids in 1989, and almost triple the amount of time with their kids as fathers did back in 1965. The percentage of dads who say they aren’t spending enough time with their kids dropped from 63 percent in 2017 to 48 percent in 2020, according to Pew Research.

MEN USE SOCIAL MORE AFTER THEY BECOME FATHERS.

While moms still have dads beat on creating a digital footprint, 61 percent of men say they started using social media more after having kids. Dads report getting product tips from social media:

• 44 percent get product or service recommendations from other dads on social
• 70 percent get product or service recommendations that would benefit the entire family
• 71 percent get recommendations for stuff for their kids
• 37 percent say they ask other dads for recommendations on products and services

Seventy-one percent of dads also use social media to keep the rest of the family up-to-date on what’s going on with the kids.

THE ONE THING MOST PEOPLE WILL DO, WHETHER THEY BUY A GIFT OR NOT, IS CALL HOME.

An actual phone call – not a text – is still one of the most popular gifts to give Dad on Father’s Day. Hopefully, the call is verifying the arrival of a gift.

ONE IN THREE FATHER’S DAY SHOPPERS ARE EYEING A SUBSCRIPTION SERVICE FOR DAD.

Subscription services boomed during the pandemic as people tried to find ways to find and share a little joy in a time of social distancing. This year, 37 percent of Father’s Day shoppers said they were keen on gifting Dad a subscription of some kind, and there are all sorts of them out there.

GREETING CARDS ARE STILL A POPULAR ITEM.

This year, Father’s Day spending will include about $860,000 on greeting cards. Abotu 58 percent of us will buy them. Last year, I spent $20 just on greeting cards for my dad, my husband, and my ex-husband. It took the kids and me 2 hours to pick out the perfect Father’s Day cards, and the only card that saw any mantle action was the one my preschooler made in daycare. So…

THIS YEAR, MILLENNIALS ARE THE MOST LIKELY GROUP TO CELEBRATE DAD.

Last year, 90 percent of adults between the ages of 18 and 24 planned to celebrate Father’s Day this year. This year, Millennials and a handful of the youngest Gen Xers (35-44 year-olds) are the largest demographic celebrating Father’s Day with 89 percent of them planning to make Dad’s day special.

MOST DADS DON’T FEEL GUILTY ABOUT LEAVING THE FAMILY HOME AND GOING TO WORK.

We know that regular exercise helps you keep the extra pounds off, helps regulate your body to minimize the risk of getting metabolic disease, promotes mental clarity, helps stabilize your mood, and delivers an overall sense of well-being. Dads who don’t feel guilty about heading off to work still feel a way for using what could be family time, or time with the kids, to do something as “selfish” (many fathers view self-care as a selfish act) like going to the gym.

THE MOST POPULAR FATHER’S DAY GIFTS ARE…

Hate to say it, but even though many dads say they don’t want anybody buying them any clothes for Father’s Day, clothing is the most popular spending category. Fifty-five percent of those polled say they’ll be buying dad a piece of clothing as part of his Father’s Day haul. Fivfty-two percent will gift Dad a special outing, while 48 percent will give him a gift card.

NO MORE FATHER’S DAY AS USUAL

Father’s Day has been getting a lot more love since COVID hit three years ago. Back then, 77 percent of Father’s Day celebrants said it was especially important to celebrate the holiday in spite of restrictons and social distancing.

Quirky Facts About Dads

“DA-DA” MAY NOT ACTUALLY BE REFERRING TO DADS.

Two years in Mrs. Willie Bell Gibson’s junior high English class taught me that in order to understand a word, I must know the etymology of the word. So, I looked up the word “dad.” Most of us can see how the word “father” looks a lot like the word “pater” – noun from Old English “paeder” which refers to a man in relation to his natural child or children. Doesn’t show up in regular conversation much, but it was poetic enough for British Pop group Simply Red’s song “Holding Back the Years” (46 seconds in).

As it turns out, the words “dad” and “father” are completely unrelated. The word “dad” is believed to be adapted for use by fathers who wanted to make sure the first sounds their babies made when they began vocalizing front-of-the-mouth, consonant sounds referred to them. So, the word “dad” is actually just a remix of the sound “daaa” or “dada”, which are typically the first words babies speak.

Pretty clever move, Dad.

SIX GUYS WERE ON THE STAY-AT-HOME DAD LIST IN THE 1970S.

When Schmidt stayed home to take care of Ruth while CeCe went out and launched her own modeling agency, we were all pretty happy with Schmidt’s growth as a former d-bag, right? He had taken so much pride in his hustle – being the “bad boy of marketing” and raking in all that disposable income for hair chutneys, peacots, sushi platters, Kanye’s belt, and impulse FILA. (If you never watched the show “New Girl,” don’t worry too much about this reference.)

But Schmidt would have been one of just six men (1-2-3-4-5-6 men) in the U.S. in the 1970s who would ever fess-up to being a stay-at-home dad, according to an article by The Huffington Post.

In 2015, 214,000 married fathers with children under the age of 15 identified stay-at-home dads, staying home primarily to take care of their kids while their wives work. The National At-Home Dad Network estimates that in reality, 1.4 million men are stay-at-home dads, and 7 million are the primary caregivers for their kids.

THE AGES OF THE YOUNGEST AND THE OLDEST DADS NEW DADS WILL AMAZE – AND MAYBE TERRIFY – YOU.

Eleven years old. That’s how old one British boy was when he impregnated his 15-year-old next-door neighbor. Their baby boy was born one month after the father’s 12th birthday in 1998. I am intentionally refraining from listing their names, but I grabbed the headline for that story from Daily Mail.

The oldest first-time father, Ramjit Raghav (not to be confused with Raman Raghav, the serial killer), was 94 when his baby boy was born to him and his then-52 year-old wife in October 2010 in Haryana, India. Ramjit was 96 when he had a second child. The late, great Ramjit was laid to rest in 2020 at the age of 104.

OLD SCHOOL TV DADS ARE MORE POPULAR THAN THESE YOUNG WHIPPER SNAPPER TV DADS.

I found two surveys – one by TiVo, the other I found at Ranker.com – which sought to answer one critical questions: Which TV dad do you wish was your own?

While the lists contained essentially the same fictional characters, the order of the lists differed. Ranker.com calculated results based on more than 50,000 votes from 4,000+ voters. It looks like the list is clearly skewed toward Gen Xers. I want to share with you the top 15 answers, in no particular order:

• Sheriff Andy Taylor (The Andy Griffith Show)
• Pa Ingalls (Little House on the Prairie)
• Howard Cunningham (Happy Days)
• Ward Cleaver (Leave it to Beaver)
• Jim Anderson (Father Knows Best)
• Mike Brady (The Brady Bunch)
• Tim Taylor (Home Improvement)
• Reverend Eric Camden (7th Heaven)
• Danny Tanner (Full House)
• Philip Banks (The Fresh Prince of Bel-Air)
• Peter Griffin (Family Guy)
• Dan Conner (Roseanne)
• Gomez Addams (The Addams Family)
• Homer Simpson (The Simpsons)

I will be honest here. I have never seen Father Knows Best as I had a very strong aversion to watching TV shows that were in black and white when I was growing up. Except for The Addams Family. My favorite TV dad, Martin Crane (Frasier), played by the late John Mahoney, just missed the list.

[INFOGRAPHIC] The Business of Father’s Day

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About the Author

Sorilbran Stone | Content Strategist

I serve as the resident content strategist and the official Head of Content Marketing at The Shelf. Marketing is my happy place. I’m as happy looking at analytics as I am actually creating a thing. I focus a lot on dreaming up and implementing the best ways to create, publish, and distribute content that will build your brand and get your audience to do a thing.

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