.Sprout Social conducted a large-scale , four-part study involving 2,000 consumers and 300 influencers to examine how opinion leaders influence purchasing decisions. And also make predictions about how trust in influencers will grow.Their research shows that 49% of consumers make purchases daily , weekly or monthly influenced by influencer posts. Also, 30% of respondents noted that their trust in influencers has increased over the past six months.We at Inweb Media have partially interpreted the results of this study so that you can read the data and draw conclusions about influencer marketing for your business or personal brand development.
Desire of consumers in influence marketing
The first part of the research focuses on finding insights and understanding what consumers want from influencers and how opinion leaders are perceived by different generations.Sprout Social found that most consumers follow influencers who align with their personal values and feel authentic to them. This is especially true for Millennials (born between 1981 and .
Buying a mobile phone number list that has recent mobile phone number list been developed recently means sourcing for a list from dependable data suppliers whose phone numbers are current and who indeed subscribed to be contacted. Compliance with such regulations acts such as GDPR, TCPA, and more must be followed. It can be selected based on the campaign type to be either by industry or geographically targeted. :It is always important to check the quality of the list to eliminate lists that contain old or wrong contacts so as to enhance higher chances of contact.
Generation X (born between 1965 and 1980) and Baby Boomers (born between 1946 and 1964).However, this does not apply to Generation Z (born between 1997 and 2012) — only 35% of respondents said that authenticity is important to them , and 47% — the number of followers . This is an increasingly discerning generation that tends to rely less on “authenticity” at face value and more on quantifiable authenticity.ve translated them for the Ukrainian reader.
Favorite topics of influencer marketing among consumers
Influencers’ content about food and drink (30%) and beauty (26%) are the most popular among consumers , although preferences vary by age.Younger consumers are more interested in fitness, gaming and lifestyle content, while Gen Xers prefer movies, TV and sports content.Sprout Social Research: How Influencers Influence Buying Decisions. Regardless of age or gender, Sprout Social’s research found that honest and unbiased content from influencers stops users from scrolling, while pushy content is the least likely to get their attention. Consumers also want to be entertained, not educated or surprised.Sprout Social Research: How Influencers Influence Buying DecisionsThe networks consumers use most to engage with influencersConsumers most often use the same platforms as influencers: Instagram, Facebook, TikTok and YouTube.However, consumer preferences for platforms differ by age. 50% of Baby Boomers use Facebook most often , while Gen Xers and Millennials are almost twice as likely to use Instagram as Boomers .
How influencer marketing changed the shopping process
In the second part of the study, the company examines the purchasing process and the influence of influencers on it.According to Sprout Social, consumers underestimate the impact of influencer marketing on their purchasing decisions. Only 16% believe that influencers have the most influence on their purchasing decisions.In fact, nearly half of consumers say they make a daily, weekly, or monthly purchase thanks to an influencer’s posts. Almost all consumers (86%) make a purchase under the influence of a blogger at least once a year.The traits that consumers value in influencers vary by purchasing behavior. Consumers who make daily or weekly purchases (“frequent shoppers”) tend to be millennials or Gen Z and place much more importance on the frequency of influencers’ posts and number of followers. Those who shop less often tend to be older and prefer authenticity and alignment with personal values.
What influencers want from brands
In the third part of the study, the company what is hashtag considered the wishes of 300 influencers regarding integrations with brands. They discovered that influencers are looking for brand partners who pay and value their creative input.Brands with shared values, clear budgets and payment structures are the ones influencers would most like to work with.Another 93% agree that the quality of a brand’s existing social content influences whether they agree to a partnership. In other words, collaboration with influencers is not an antidote for teams that are underinvesting in their organic content strategy.Sprout Social Research: How Influencers Influence Buying Decisions Expectation of payment from influencers. As for expected payments, almost half of bloggers charge between $250 and $1,000 per post .However, most influencers
Predictions for influencer marketing until 2027
In the fourth installment , Sprout Social aero leads predicts influencer marketing through 2027.Artificial intelligence and AI-powered influencers. Consumers and influencers aren’t ready for AI influencer marketing…yet. More than half of consumers report that AI influencers make them distrust the brand, or they cannot tell the difference between an AI influencer and a human.Only 37% of consumers say they would be interested in a brand that uses AI influencers , although this rises to 46% among Gen Z.Bloggers are also weary of AI influencers , fearing that they could take people away from partnering with brands. But some of them (17%) see how AI influencers can actually create better partnerships with brands in the future.Georgina Whalen, founder of The Influence Atelier says:
I would be interested in watching a brand ad knowing that they used artificial intelligence or virtual influencers because they created a whole being, personality and look.
