What influencer content attracts the most consumer attention?

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Part of: Creator marketing
67% of consumers say honest and unbiased influencer content attracts their attention Sprout Social & Cint, Influencer Marketing: Consumer Expectations, 2024

67% of surveyed consumers say honest and unbiased influencer content attracts their attention. That placed it well above entertaining content (48%) and educational content (29%).

For ambassador marketing, this argues against scripts that merely list product benefits. A credible ambassador should also be able to explain who the product suits, how it feels in practice and where its limitations lie.

Sunday Squad translates that into a brief with clear facts and boundaries but no prescribed testimonial. The brand safeguards accurate claims; the athlete keeps their own voice and experience. Honest does not mean manufacturing negativity for credibility—it means leaving room for a real product experience.

Sprout Social commissioned Cint to survey 2,000 social media users in the US and UK. The figure measures reported attention, not sales or engagement.

Sources

  1. Sprout Social & Cint — Influencer Marketing: Consumer Expectations (2024)

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