As marketers invest more heavily in short-form and social video platforms, understanding how Gen Z allocates attention has become increasingly important. This literature review examines what current research reveals about Gen Z’s attention across social feeds, short-form video, creator content, streaming and emerging formats. The evidence suggests that Gen Z attention is not necessarily shorter, but faster, more selective and highly dependent on platform context, creative execution and brand familiarity.
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As influencer marketing becomes increasingly popular, marketers and influencers both need research-based insights to optimize the creative and the messaging in videos. For example, The Federal Trade Commission (FTC) requires that influencers acknowledge sponsorships, but when and how the brand appears is likely to affect consumer response. Read more »
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As influencer marketing becomes increasingly popular, marketers and influencers both need research-based insights to optimize the creative and the messaging in videos. For example, The Federal Trade Commission (FTC) requires that influencers acknowledge sponsorships, but when and how the brand appears is likely to affect consumer response. Read more »
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As brands increasingly experiment with virtual influencers, new research, published in the Journal of Advertising Research, offers one of the most comprehensive examinations of the virtual influencer landscape to date. Through a systematic review of 117 academic articles, the authors introduce a formal “virtual influencer ecosystem” framework that maps the relationships among creators, brands, consumers, AI technologies and social platforms. The study explores how authenticity, credibility, autonomy, emotional connection and consumer unease shape audience responses to virtual influencers—and what these dynamics mean for marketers navigating the future of AI-driven influence.
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