In today’s influencer marketing news, it seems like online personalities/ influencers are playing an increasingly significant role in shaping consumer buying habits, with nearly half of all consumers making purchases influenced by social media personalities monthly, weekly, or even daily. This is according to the latest findings from the 2024 Influencer Marketing Report by Sprout Social.
Based on a survey of 2,000 consumers and 300 influencers, the consumer behavior in marketing report reveals a significant surge in trust towards influencers. A striking 30% of consumers now express more confidence in influencers than they did just six months ago. This trust is particularly strong among Gen Z consumers, who not only rely heavily on influencers for purchasing decisions but also prefer to engage with brands that collaborate with influencers beyond social media. This data should inspire confidence in the effectiveness of influencer marketing strategies.
Scott Morris, CMO of Sprout Social, emphasizes the importance of influencers in contemporary marketing strategies. “In a competitive market, trust is essential, and influencers are proving to be invaluable in building this trust, particularly among younger consumers,” said Morris. He predicts that influencers will continue the influencer marketing strategy trend as their credibility and influence grow.
The impact of influencers extends beyond simple product endorsements. The study found that influencers are increasingly involved in customer service processes, with consumers, especially from Gen Z, preferring to relay product feedback through influencers rather than directly to brands. This trend suggests that influencers are becoming integral in the dialogue between consumers and companies, providing real-time feedback and helping brands adjust their strategies accordingly.
Moreover, the influencer marketing research sheds light on the rise of AI-generated influencers, noting mixed consumer reactions. About 37% of respondents are intrigued by brands that employ AI influencers, while an equal percentage views them with skepticism. This division highlights the evolving landscape of influencer marketing and the need for brands to navigate carefully. It’s important to note that influencer marketing also comes with its share of risks, such as influencer fraud or brand misalignment, which can negatively impact a campaign’s success.
This consumer behavior research and engagement with influencers varies by platform and demographic. Instagram remains the most popular platform for influencer interactions overall, but Gen Z users show a stronger preference for TikTok. Preferences also differ across content types and topics, with genuine reviews and promotional discounts being particularly effective, while interests vary significantly.