“See it”, “Feel it” and “get it”: the magical triad of influencer marketing that works

The scope is not enough by itself to conquer the top of success in social networks. AND The collaborations between brands and content creators born to the heat of influencer marketing must necessarily be covered with a thick entertainment, information and above all credibility patina. This is collided with a recent study undertaken in Germany by the influencer Marketing Lucky Shareman.

According to this investigation, for which Lucky Shareman interviewed 1,500 people between 16 and 49 years old who connect to social networks several times a week, The influencer marketing is mainly consumed on Instagram (90%), Tiktok (84%) and on YouTube (76%) and the video format is more and more supported.

In the eyes of the consumer the brands that are well trusted in the influencer marketing are clearly very much to win. 76% of consumers contemplate as more credible to those brands that collaborate with influencers, 75% perceive them as more relevant and 74% also consider them more authentic. Thus, 71% of consumers confess that collaborations with influencers really have very little influence on their perception of brands. This does not prevent, however, that 80% of consumers confess to having made any purchase throughout this year based on the recommendations of the influencers.

Even when visibility and scope are two factors that enjoy a lot of predicament in the success of the influencer marketing, are not much less the only factors to take into account so that this discipline eventually arrives in fruition. The credibility of the influencer currently seems more important than ever. 94% of consumers believe that influencer marketing should be credible. And the factors that benefit the most of the marketing credibility with influencers are authenticity (79%), the personal experience of content creators with the products they promote (76%) and transparency through the use of clear and specific labels (75%).

To perch at the top of success, the influencer marketing must combine scope, emotion and added value

It is also of vital importance that influencer marketing manages to impact people on the emotional plane and manage to contribute true added value. 87% of consumers believe that marketing with influencers should fly the entertainment flag and 91% consider that it should be of an informative nature.

To function marketing with influencers should be governed, according to Lucky Sharemanfor three maxims mainly: “See it” (scope), “Feel it” (emotion) and “get it” (added value).

When making purchase decisions directly influenced by influencer marketing, The most weighing factors are consumer confidence in the content creator (75%), discount codes (75%) and special offers (73%).

Beyond placing the influencer marketing under the magnifying glass, Lucky Shareman also examined the perception of the profiles of brands on social networks. And the conclusion is that Such profiles must provide added value and entertainment to the consumer. An adequate amalgam of information and entertainment, as well as issues and formats, helps brands in general terms to be relevant in social networks. The platforms in which the consumer follows more to the brands that develop are Instagram (77%), Tiktok (56%) and YouTube (42%).