The short answer… YES! People are spending a lot of time consuming influencer content; data from 2019 shows that influencer content makes up 19% of all media consumption (think radio, TV, print, social media, etc.). It's safe to assume that this number has only increased in 2020. Other research has unveiled that the general consumer feels a deeper connection with YouTube personalities over celebrities, especially when you're looking at a teenage audience. So next time you're considering dishing out the big bucks for that celebrity sponsorship, you may want to reconsider. We also know that influencer content supports the purchase cycle of the customer journey. As you can see from the graphic below, 74% of people are using social media to make a purchase decision. And it's not just social content, blogs are still a major part of the customer journey with 35% of people looking at blogs for new content and 47% consulting blogs for new ideas.