How influencers can affect a person in everyday life’s decisions, as simple as a purchasing- decisions?

 

It seems that the affect is very strong. Sometimes people are ready to buy anything just to be like their influencers. People begin to dress like them, listen to music and even eat what their favorite influencers eat. An influencer’s recommendation acts as evidence of the high quality of a product or service and can significantly enhance the brand’s reputation. Below are few facts that can report how we are getting influenced from our influencers (S. Rudolph, 2018).

Moreover, 70% of teens trust influencer’s more than traditional celebrities. It is very hard for a brand to build the same level of trust influencers possess, but people tend to trust media influencers more due to the cognitive practices that influencers are same people like us. Consequently, when a teen sees that his/her favorite influencer is using a specific product or a brand and talk positive about it, he/she will be willing to buy the product based on the review from the influencer.
“As people trust influencers more than any brand for the promotion of a product, direct marketing is not as effective anymore as it was in the past, which creates the need for the assessment of a branded content strategy. And it gets even more challenging when trying to target the younger generation, as millennials are more demanding for the advertised content they get exposed to.”(Sudha M. and Sheena K., 2017).

40% purchased a product online after seeing it being used by a social media influencer, and the same study also showed that these consumers trust influencers 94% more than friends or family when they are making shopping decisions (Saleh, 2018).

Studies show that 49% of consumers depend on influencer recommendations. This data demonstrates the rapidly growing importance of social media influencers for the brands to have the connection with their audience. It indicates that consumers feel more confident about an influencer’s recommendation, and they are likely to make a purchase according to the influence of influencers (Emma Knightley, 2019).

This is why organizations should establish strong relationships with them to build a good and trustworthy reputation.

 

Influencer Marketing Statistics in 2018:

 

• 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions. A survey conducted by Collective Bias involving 14,000 respondents in the US, reveals this influencer-marketing statistic.

• The same survey reveals that 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger. Consumers can relate more to these influencers and value their opinions more than that of celebrity influencers.

• Facebook is the most influential social channel per the results of the survey. 19% of consumer purchase decisions are influenced by Facebook posts.

• 34.4% of men and 15.4% of women are influenced by blog reviews for consumer electronics purchases.

• According to this study, men are 2x more likely than women to be influenced by blog reviews while shopping in-store.

• Some of these influencer marketing statistics can help you target millennials in a better way. People aged between 13 and 24 are 2X more likely to evaluate influencers based on follower count than older audiences.

• Less than 1% of mothers are influenced by celebrity endorsements when making a purchase. This was revealed in a study conducted by Mars

• The Google study reveals interesting celebrity vs influencer marketing statistics. It shows that fans are much more engaged by influencers than celebrities. Top YouTubers get 3X more views on their videos as compared to celebrities.

• Favorite Instagrammers rank at #6 in influencing buying behavior for consumers, per the study.

• The survey also found another interesting influencer marketing statistic about Instagram. 59% of micro-influencers have reported it to be the most effective medium for engaging their audiences (Shane Barker, 2018).

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Image 2. Which Platform is the most Effective for Engaging your Target Audience? (Image via Bloglovin)

 

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Figure 3. Which Social Platform do you feel is best for Branded Content? (Image via Bloglovin)

 

• Markely analyzed more than 800,000 Instagram accounts most of them having more than 1000 followers. These are some of the influencer marketing statistics gathered from this study. Influencers on Instagram having lower than 1000 followers get their audiences to like their posts 8% of the time.

• Instagram influencers with 10 million+ followers get their audiences to like their posts 1.6% of the time.

• About 62% of marketers work with more than 10 influencers per program.

• Snapchat and Twitter are considered the least important platforms for influencer collaborations in 2018. However, Instagram continues to be the most important channel for running influencer campaigns.

 

Influencers shape consumer buying behavior 2019.

• According to MuseFind, 92% of consumers trust influencers more than ads and celebrity endorsements. 

• Social influences consumer buying decisions and actions.

• Twitter and Annalect found that 49% of people say that they rely on recommendations from influencers before making a purchase decision. 

 

 

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Figure 4. How can Marketers Profit from Influencers? (MuseFind, 2019)                                              Figure 5. Why Brands choose Influencer Marketing? (MuseFind, 2019)

 

 

 

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Figure 6. The Power of Influencers. (MuseFind, 2019)                                                                                Figure 7. How Consumers React to Influencers? (MuseFind, 2019)

 

 

 

 

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Figure 8. How Influence use Social Media? (MuseFind, 2019)

 

Furthermore, according to J. Fastenau (2018),influencer marketing is a trend that will continue in the future, as two-third of marketing departments are searching to increase their budget for influencer marketing over the next year. Indeed, marketers are expected to invest an average budget of $25,000 to $50,000 into multifaceted influencer campaigns this year.

 

According to Olapic (2019), 64 percent of 16-22 years-old individuals follow influencers on media, in particular Instagram, which, in 2017, saw a whopping 12.9 million brand sponsored influencer posts.

51% believe the content posted by other consumers is more authentic; therefore, 48% have purchased a product after watching a brand video and 29% have purchased an item after seeing it featured on an influencer’s post. Finally, 34% have discovered a new brand based on a post published by an influencer (A. Hutchinson, 2019). 

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Figure 9. Consumer Tryst Research. (Olapic, 2019)

 

The regional effect and impact of influencer marketing on consumers in Europe and North America shows that consumers are 35 percent more motivated to leave a review, compared to other digital consumers in their regions. More specifically, 6 in 10 of consumers aged 25-44 enjoyed leaving reviews, significantly higher in comparison to the other age groups (Shelly Kramer, 2018).

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Figure 10. “Influenced” Consumers More Likely to Review Brands. (GlobalWebIndez, 2018)