The power of influencers and their impact on consumer behaviour

What is the impact of influencers on consumers?

The rise of social media has given birth to a new breed of trendsetters known as influencers. These individuals have amassed a substantial following and have the ability to shape consumer behaviour through their content. The impact of influencers on consumers can be seen in various aspects of society, particularly in the realms of marketing and purchasing decisions.

Impact on society

Influencers have become a significant force in shaping societal trends and consumer culture. They can create buzz around products, services, and causes. When an influencer endorses a brand or shares their experience with a product, their followers often take notice. 

This influence has led to a shift in consumer behaviour, with individuals relying more on recommendations from trusted influencers rather than traditional advertisements or celebrity endorsements. As a result, influencers have the ability to drive sales and increase brand awareness, making them invaluable assets for businesses in today's competitive marketplace.

Impact on young people

One demographic in particular that is influenced by influencers is Gen Z. This generation, born between 1997 and 2012, has grown up in a digital world where social media is an integral part of their lives. According to Edelman’s 2019 Trust Barometer Report, 63% of Gen-Z trust what influencers say about a brand more than what a brand says about themselves. Influencers have become role models for Gen Z, shaping their opinions, aspirations, and purchasing decisions.

Gen Z and influencers

Gen Z places a high value on authenticity, and genuine and relatable influencers resonate deeply with them. They seek out influencers who align with their values and interests, whether it be fashion, beauty, fitness, or social issues. Gen Z tends to trust the opinions of influencers they follow, often considering them as friends or peers, making them more likely to try products or engage with brands recommended by these influencers. 

Influencers, through their genuine and relatable content, have the power to sway consumer opinions and purchasing decisions. The phrase "TikTok made me do it" has become a common expression, indicating the influence of TikTok content creators on consumer choices. Around 67% of users say TikTok inspires them to shop even when they’re not planning to. 

The #TikTokMadeMeBuyIt phenomenon will likely keep making waves online and convince more viewers to purchase items. It’s a two-way beneficial movement where users discover simple, life-changing products and solutions while businesses increase sales and profits. As a brand, you can take advantage of this trend and learn how you can utilise this for all areas of your business. 

Learn more about how to reach Gen-Z.

What are the benefits of influencers in my marketing strategy?

Incorporating influencers into your marketing strategy can yield numerous benefits. Here are a few:

Increased brand awareness

Influencers have a dedicated following, and their endorsement of your brand or product can introduce it to a wider audience. This increased exposure can lead to greater brand recognition and awareness.

Authenticity and trust

Influencers have built trust with their followers by consistently delivering valuable content. When they recommend a product or service, their audience is more likely to trust their judgement, resulting in higher credibility for your brand.

Purchase decisions

Influencers can heavily influence consumer purchase decisions. When an influencer promotes a product or service, it can drive interest and desire among their followers. In fact, 49% of consumers depend on influencer recommendations, according to Digital Marketing Institute. 

This figure highlights the growing value of social media influencers for connecting with their audiences.

Targeted reach

Influencers often have a niche or specific audience demographic. By partnering with influencers whose followers align with your target market, you can reach a highly relevant audience, increasing the chances of converting them into customers.

Creative storytelling 

Influencers excel at creating engaging and relatable content. Their ability to weave your brand or product seamlessly into their storytelling can generate authentic and compelling narratives that resonate with their audience.

Social proof

When an influencer promotes your brand, it serves as social proof for potential customers. Seeing someone they trust and admire endorse your product can provide validation and encourage others to make a purchase.

What makes an influencer effective?

While the number of followers an influencer has can be an important metric, it's not the sole determining factor of their effectiveness. Here are some qualities that make an influencer effective:

  1. Authenticity: Influencers who are genuine, transparent, and true to themselves are more likely to build trust and connect with their audience on a deeper level.
  2. Relevance: An influencer’s content should align with your brand and target audience. 
  3. Engagement: Influencers with high engagement rates suggest that they have an active and involved following and they can genuinely influence their audience’s opinions, behaviours or purchasing decisions.
  4. Content: Creating engaging and high-quality content is vital. Effective influencers understand their audience's preferences and produce content that captures attention, entertains, educates, or inspires.

If you want to understand more about the power of influencers and the impact they could have on your marketing campaigns, download our Love Trust Barometer for free! 


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