Astonishing Facts and Figures About Influencer Marketing (Part 2)
Today, corporate brands are aiming to leverage the power of individual personal brands to resonate with their target audiences.
As promised, here is the second half of our two-part summary of social influencer statistics every marketer needs to know. If you missed part one, jump over to this link and check it out first!
7. Ad-blocking technology is used by more consumers than ever
Not only are younger demographics distrusting most businesses in general, but they’re also actively blocking their marketing messages.
It is estimated that more than 40% of consumers now use ad-blocking software. Banners, popups, redirects, and new window openings are against a solid wall that screams “Access Denied”. This highlights the importance of finding new ways to target today’s brand-sceptical consumers and approach CRM.
8. Twitter has a massive influence over potential purchase decisions
Research suggests that approximately 60% of all Twitter users follow at least one influencer. Consequently, around 40% of Twitter users say they have made or planned to purchase based on content published on the platform.
Twitter may be a short-form content social network, but this has no negative impact on its influence or appeal.
9. The most influential social network is Facebook
Unsurprisingly, Facebook continues to rule the roost as the world’s most popular and influential social network. Boasting more than three billion active users, Facebook influences the purchase decisions of around 52% of its users. The platform’s popularity among specific demographics may have shifted, but its power and influence continue to grow.
10. 60% of shoppers consult social media while shopping in-store
Consulting online reviews and recommendations before purchasing a product has been the norm for some time. (Be honest, you’ve been there, done that, right?).
A vital consumer trend has emerged: consulting social media and influencer recommendations while shopping at conventional stores. A growing audience of shoppers instinctively seeks verification via mobile devices before committing to a purchase decision.
11. Most marketers believe partnerships with influencers are good for business
More specifically, around 70% of marketers consider influencer partnerships mutually beneficial long-term relationships.
Influencer marketing is most effective when the influencer becomes a brand ambassador, not someone you pay to market a specific product on a one-time-only basis. Influencers who promote your products and services regularly build invaluable trust and familiarity with your target audience.
12. 61% of marketers admit that finding relevant influencers is difficult
This figure highlights the importance of getting things off the ground as early as possible. Influencer marketing is something you can’t rush. Especially if you want your campaign to reach fruition.
Finding relevant influencers and bringing them on board with what you do takes time. Successful influencer marketing is more about building relationships than ‘hiring’ people to speak for your brand in the traditional sense.
13. 91% of millennials trust online reviews as much as friends and family
More than 90% of millennial consumers put as much trust in online reviews as they do recommendations from friends and family. Within the 18 to 34 demographic, 95% consult online reviews before choosing products or services. On average, those seeking pre-purchase recommendations online consult at least ten reviews before deciding.
14. 50% of consumers take action after reading positive reviews
Yes, you read that right. A full half of consumers act after reading positive reviews online. Examples include making purchases, contacting the business, and visiting the business's location, you get the gist. The more influential the person penning the review, the higher the likelihood that positive action will be taken.