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Millennials trust friends and colleagues far more than they trust traditional advertising when it comes to information related to products, life insurance, household appliances.

Referring to product suggestions, they also trust opinions shared by online trendsetters like YouTube stars (over TV/movie stars) and bloggers & vloggers, with accent on real-time sharing such as status updates and tweets. This changes the impact of social media, creating an ongoing shared agenda and conversation towards reacting or interacting with live discourse and actions.

But Millennials do not trust just any influencer or brand based on content alone. Marketers need to identify influencers who have reach within the target, who authentically love the brand, are relevant to the audience and create content that drives engagement and conversion.

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