A new study by Rakuten Marketing polled 3500 consumers and
700 marketers on various topics related to digital marketing. 65% cited Instagram
as the platform where they follow the most influencers, beating YouTube and
Facebook. Video also won out as the preferred media format, over images and the
written word. Interestingly, more people said they learned about new products
from influencers more than their friends and family. If that’s true, the power
of the influencer and micro-influencer cannot be denied. 4 out of 5 consumers
said they had purchased something recommended by an influencer by clicking on a
link or image that was shared.
The analysis of the poll points to a critical factor of influencer
marketing – authenticity. People will fall away from influencers faster if they
feel they’re being sold or that something is off brand with influencer
themselves. Therefore, the influencers are highly motivated to find the right
partnerships so as to stay true to their own brand. This adds a level of
complexity for brands looking to find the right partnerships.
It seems there’s no denying that the fastest way to reach
targeted, small audiences is through an incredibly valuable influencer and
micro-influencer network.
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