As the Google Trends knowledge under demonstrates, curiosity in “influencer marketing” is sharply on the rise prior to now years. Marketers, confronted with large competitors for consideration and the top of the “free lunch” as soon as offered by no-cost social media attain, now search to make the most of influencers to unfold the phrase with out breaking the financial institution.
It’s fully potential that you just’ve engaged in influencer advertising and marketing your self. We work on plenty of influencer advertising and marketing packages for purchasers right here at Convince & Convert (totally on the B2B aspect), and whereas these initiatives could be efficient, it’s not a magic beans state of affairs. Influencer advertising and marketing success requires time, cash, effort, and a gaggle of influencers that truly cares about no matter it’s that you just do.
But whatever the outcomes on a program-by-program foundation, there’s no query that influencer advertising and marketing generally is a sound technique, and it’s right here to remain. I believe most entrepreneurs imagine that to be true intuitively, however new analysis from Edelman reveals WHY influencer advertising and marketing is the manifestation of bigger developments about belief and authority.
For practically twenty years, the worldwide PR powerhouse Edelman has printed an annual Trust Barometer that gathers knowledge about in who, what, and the place customers place their belief. For the primary time, the 2019 version additionally included a supplemental report that contained some fascinating influencer advertising and marketing statistics.
I encourage you to obtain and skim the complete Trust Barometer and “In Brands We Trust” adjunct, however on your reference I’ve summarized the important thing influencer advertising and marketing statistics right here.
About The Influencer Marketing Statistics on this Research
The Trust Barometer is a complete survey. More than 33,000 folks participated, in 27 nations all over the world. For extra on the methodology, go to the Trust Barometer microsite.
1. We Trust People Like Us More Than Just About Anyone
One of probably the most fascinating parts of this annual analysis is that Edelman asks contributors to price who they discover to be credible, or very credible. In the previous 12 months, respondents’ belief in “a person like me” elevated by 7 p.c, bigger than some other class. In reality, 61% of individuals now discover data from “a person like me” to be credible or very credible.
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This discovering underscores the facility of “regular” influencers, usually now often called “micro influencers” or “nano influencers” versus celebrities and different well-known individuals.
2. Influencer Relatability Is More Important Than Popularity
This is an interesting discovering that additionally demonstrates the viability of “real people” as influencers. In this analysis, Edelman requested contributors why they adopted and trusted influencers, and the relatability of the influencer was practically twice as vital because the influencer’s recognition.
What this implies is that when customers can see a little bit of themselves and their circumstances in an influencer, she is much extra prone to observe and belief that influencer.
three. Trust In Category Experts Is Massive
Even extra so than the belief we have now in “people like me” is the belief we have now in extremely educated consultants. The solely two teams of individuals we belief greater than folks like ourselves are firm technical consultants, and educational consultants.
This influencer advertising and marketing statistic showcase the flexibility of key workers to function trusted advocated on behalf of the model, and underscores the potential for professors et al to function influencers as effectively.
four. Trust In Brands Is Not Universal
While customers’ belief in enterprise edged up barely within the final 12 months, solely 34% of world residents (37% within the USA) belief a lot of the manufacturers they purchase or use.
Why does influencer advertising and marketing work? First, as a result of influencers can “introduce” (usually digitally) model messages to a brand new viewers in a cheap means. And second, as a result of customers basically belief folks greater than they belief firms. That belief breeds authority, which may produce habits adjustments that meet firm targets.
5. 74% of Consumers Are Dodging Brand Messages
One of most fascinating influencer advertising and marketing findings on this 12 months’s report is a examine of how usually customers are proactively ignoring, deleting, or end-running conventional model messaging. The reply: a LOT.
In reality, 74% of customers use a number of promoting avoidance ways, with practically HALF utilizing advert blocking expertise on their laptop.
Consumers use a number of promoting avoidance ways, with practically HALF utilizing advert blocking expertise on their laptop. Click To Tweet
Of course, influencer advertising and marketing – in its present guise – is generally resistant to the sort of avoidance habits, one more reason for its current recognition.
6. 63% Trust Influencer Messages More Than Brand Messages
This one statistic primarily summarizes the enterprise case for influencer advertising and marketing. Nearly two out of each three customers say that they belief influencer messages a couple of model greater than an organization’s promoting about their very own model. This is rooted in mistrust in “advertising” as a communications modality, however the fact is that we belief folks greater than we belief companies.
Nearly 2 out of each three customers say that they belief influencer messages a couple of model greater than an organization’s promoting about their very own model Click To Tweet
7. Influencer Marketing Drives Real Revenue
It’s not nearly likes, feedback, and clicks. In this examine, 58 p.c of contributors mentioned they’ve really bought a product due to an influencer suggestion, in simply the previous six months.
It’s fascinating to notice that influencers usually tend to drive purchases than construct belief in manufacturers, per the information under.
Those are my 7 most fascinating influencer advertising and marketing statistics from the Edelman Trust Barometer. Do take the time to obtain the complete report for your self. It’s filled with further insights.