Instagram has topped YouTube as the number one platform for influencer content – with brands portraying themselves as more honest versions of there partnerships online.
In a research study, Instagram was cited by 65% of those polled as where they most follow influencers, beating YouTube (62%) and Facebook (62%).
When it came to preferred content, video – cited by 64% of those polled – and images (61%) naturally beat out the written word (38%) according to survey respondents. More than half of those polled (53%) said they discovered new influencers on social media platforms themselves, ahead of friends and family (48%). One in three (32%) said they were influenced by giveaway offers.
90% of those polled said they share some form of content. Two thirds (66%) said they shared content because it was interesting and different, while half said they shared to refer a friend to a brand or product.
The research also explored how influencers helped continue the journey to purchase. Globally, four in five consumers said they had made a purchase recommended by an influencer by clicking on the link or image that was shared. While previously, marketers believed influencers were good for building awareness, now, consumers are ready to click through and buy if the product is right.
“Influencer marketing has come a long way and understanding from consumers, brand and influencers themselves has grown,” said Anthony Capano, Rakuten managing director EMEA. “People increasingly appreciate the work and financial investment involved in making great daily content. However, this level consumer savviness comes at a price: if influencers are promoting products that aren’t a natural fit, audiences will switch off.
“It’s about being authentic,” Capano added. “Brands must prioritise partnering with influencers that align with their brand values. Influencers must prioritise promoting products that align with their own ‘brand’ or risk losing their audience.”
No comments:
Post a Comment