In this post, there are four key trends that Global Web Index’s Senior Analyst, takes into examination of consumer’s stance towards influencer marketing based on a Custom-made study of 1,266 internet users in the United States and United Kingdom respectively, and looks at the key factors that marketers really need to know in order to realize effective outcomes.
Influencer marketing focuses on utilizing key ambassadors to spread the concept and the message of your brand to their audiences and target market. It has become the most recent trend in 2018. Over the last couple of years brands have flocked to influencers to help sell their products and entice their audiences.
From Bloggers promoting their favorite beauty products and tips, to fitness influencers telling you to try a new protein powder, there’s no shortage of personalities pushing different products. Yet what is the consumer preference for this kind of marketing, and how much of an impact does it have on purchasing decisions.
As part of a custom-made study by Global Web Index, we asked 1,266 internet users in the United States and United Kingdom respectively, about their attitudes towards Influencers. These were the possible outcomes;
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Food and Beauty Influencers are most Popular
Interviews were later conducted on which categories of celebrities or personalities they follow online, food was the top scoring option at 37%. This isn’t surprising given the number of ‘foodie’ accounts around and shows how many people head to social media for recipe inspiration and nutritional advice. Many brands have partnered with food Influencers to feature their products in their recipes.
Rosanna Pansino one of the highest-paid women on YouTube per Forbes’ estimates, thanks to ads and partnerships on her hugely popular YouTube Channel. Also, Nutrition and fitness coach, Joe Wick is one Influencer who has done just that with his partnership with Lucy Bee coconut oil. He features the product in his books and the video recipes he shares across Instagram and YouTube.
There’s a big opportunity for food brands to raise awareness of their products this way, but followers of food Influencers are actually less likely than followers of Beauty with 34%, Fashion 34%, Lifestyle and wellbeing 29%, travel 25% and other categories with a low percentage like pregnancy and child with 9% to say their purchasing decisions are affected by Influencers. This is somewhat logical, though foods Influencers are a source of inspiration for recipes, rather than a source of product or brand discovery in the recent decades.
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One in three say Influencers impact their purchasing decisions
There’s a lot of discussion about the ever changing-evolution of sales strategy. People generally buy your product and service to satisfy needs, such as Pleasure and enjoyment. Two-thirds, that is about 67% of those who follow Influencers say that they like to seek an expert opinion before buying a product, but just 35% assert that Influencers actually impact their purchasing decisions. That said, influencer marketing can mean brands are able to affect consumers’ awareness and attitudes without them even being aware of it.
41% of Instagram users are more likely to say that influencers affect their purchasing decisions. The swipe-up feature means influencers are able to drive traffic to an optimal landing point, and stories provide a much more realistic look into their world. Inasmuch as food photos look more like polished ads, someone reviewing a product in their bedroom feels much more likely you’re receiving a genuine recommendation from a friend.
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40% trust Influencers’ recommendations
Trust is perhaps one of the biggest barriers in influencer marketing. First to keep things in perspective, we should note that influencers are still very much on an upswing, growing in popularity and gaining more influence on what is to be bought. But as the influencer landscape evolves and matures, we can note some changes in how people relate to influencers on social media and how this might impact trust.
Although 40% do believe that Influencers make unbiased and trustworthy recommendations, there’s still 30% who disagree with this. Brands need to be smart with influencer marketing and work to strike the right balance. They need to focus on sincerity and build long-term relationships only with those who fit in with their branding. Partnering with the wrong Influencers or too many of them could seem inauthentic and turn consumers off. Just as consumers turn to ad-blockers when sites become overloaded with ads, there’s the same risk that they’ll turn away from influencers who aren’t authentic.
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Virtually all consumers want transparency
Transparency is an ultimate goal when it comes to influencer marketing. 50% strongly agree that Influencers should make it clear if they have been paid to promote a brand or product on social media, and just a tiny 6% think this shouldn’t be the case.
Rules are already in place to ensure this happens. Influencer marketing technology is a combination of assisted workflow management, data analysis and search power. All influencer marketing technologies have common goals. to provide transparent metrics and robust tracking, instill a process of approval.
The Advertising Standards Authority has set guidelines to ensure any work where money changes hands between brands and Influencers is clearly marked, including through the use of ads. Instagram has also unveiled a number of new features that will allow Influencers to sign post paid for content to increase transparency.
Not all Influencers accurately follow these guidelines and there have been a number of cases where it hasn’t been clear that they’ve been paid for a post. Proactive transparency of Partnerships is essential for influencer marketing because it builds trust. Brands need to work harder to educate the Influencers they work with and be honest about partnerships.
Moving forward in influencer marketing, bear in mind to ensure your next influencer campaign is successful. Take time to find an influencer that matches your brand. Make use of influencer marketing campaigns.
Several Prominent factors account whymarketers have been captivated by influencer marketing. This showcase the fact that when things are done right, it would be a lucrative strategy for boosting product brand awareness, sensitization and can provide great returns. However, it’s not fully obligatory and brands need to understand the importance of authenticity and transparency when adopting this marketing strategy. Otherwise, the medium that drives sales and fosters relationships could eventually drive customers away.
