Everyday Creators Are Most Effective For Influencer Marketing, New Study Shows

Posted: July 18, 2024

Stripe Theory, a digital marketing agency based in Atlanta, has published a new whitepaper titled “The Fall of the Influencer and the Rise of the Everyday Creator.” This insightful report delves into the changing landscape of influencer marketing, underscoring the increasing value of authenticity and the growing influence of everyday creators over high-priced influencers.

Craig Kronenberger, CEO of Stripe Theory, highlighted that despite the global influencer market being valued at over $21 billion last year, many brands are not achieving the desired return on investment. He pointed out that influencer brand deals with popular influencers do not necessarily lead to success if these influencers fail to authentically represent the brand.

The research incorporated a survey of over 1,000 U.S. consumers who have made purchases based on social media content, complemented by third-party data from sources such as Axios, Forbes, AdAge, and Sprout Social. The findings revealed that while 23% of respondents are likely to make impulse purchases based on influencer content, a significant 73% prefer everyday creators when making purchasing decisions. Authenticity emerged as the top factor for consumers across various age groups, with expertise being crucial for those aged 25-49.

Oona Peacock, Associate Director of Influencer and Content at Stripe Theory, emphasized the strategic shift towards everyday creators who prioritize authenticity and genuine engagement. She noted a consumer trend moving away from high-profile influencers like the D’Amelios towards creators like Keith Lee, who are celebrated for their authenticity.

The whitepaper also explores the evolution of influencer marketing strategies and the impact of this shift. Influencer marketing statistics indicate that incorporating everyday creators can enhance the effectiveness of marketing campaigns. This underscores the importance of authenticity in influencer marketing strategy, suggesting that the future of digital marketing lies in the hands of genuine and relatable creators.