US Impact Report Traackr, 2024

A recent study by Gartner revealed that 71% of CMOs in North America and Northern and Western Europe are facing budget constraints, preventing them from fully executing their strategies in 2023. This has put added pressure on companies to achieve more with limited resources. As a result, influencer marketing has emerged as an essential tactic that can directly impact all stages of the customer journey, from creating awareness to driving sales and fostering brand loyalty. To provide brands with valuable insights on the most effective strategies to invest in, Traackr's 2023 US Influencer Marketing Impact Report presents data gathered from a survey of 1,000 Gen Z and Millennial consumers. The survey focused on their social media usage, purchase behavior, and perceived impact from influencers. By examining this data, companies can gain a better understanding of how to leverage influencers and maximize their marketing efforts in an increasingly competitive landscape.