
The keys to boosting the effectiveness of influencer campaigns to infinity and beyond
Influencers potentially have a lot of influence on the consumption habits of their “followers”, but what factors must be taken into account for their recommendations to really have an effect? A report carried out in Germany by the influencer marketing agency Lucky Shareman provides answers to these and other questions and puts in black and white the demands with which the consumer is willing to confront influencers.
To carry out the study, Lucky Shareman placed under the magnifying glass 1,024 social media users between the ages of 16 and 49 who use at least one of these three social networks daily: Instagram, TikTok y YouTube.
In the eyes of the consumer, the main virtue that advertising campaigns with influencers must possess is credibility (83%). Other characteristics to which the consumer attaches great importance in advertising with influencers is its informative nature (82%), that the campaigns are useful and have a clear benefit (81%) and that prescribers place interesting products under the spotlight in their collaborations with brands (80%).
On the other hand, factors such as the topicality of the campaigns with influencers (78%), the quality (77%), and the fun (75%).
For many users, influencers are like their friends.
On the other hand, it is worth noting that one in four users considers influencers as friends and that is why the expectations they place on them are also unusually high. In this sense, it is not surprising in the world that “followers” demand credibility in their advertising campaigns from their favorite prescribers, whose adventures they follow, after all, daily on social networks.
52% of users label their favorite influencers as authentics, while 64% describe them as fun.
In line with this data, 58% of users consider the collaborations forged between influencers and brands to be more entertaining than traditional advertising. This data refers specifically to TikTok and drops to 49% in the case of Instagram and YouTube.
Approximately half of users believe that influencer advertising is generally well integrated into social networks (52% on TikTok, 46% on Instagram and 42% on YouTube). And a similar proportion of consumers believe that advertising with influencers generally favors brands (and translates into good results on the three social networks evaluated). On the other hand, only between 33% and 37% of users consider that campaigns featuring influencers are truly relevant to them.
Lucky Shareman’s report also sheds light on the frequency with which influencers drive their followers to purchase. 56% of consumers imagine buying products previously promoted by influencers on social networks. And 41% have already made purchases based on the recommendations of prescribers on these channels.
If we distinguish between online and offline purchases, 41% have purchased a product online after it was promoted by an influencer on Instagram and 23% have done the same offline. In the case of TikTok, 40% confess to having purchased products advertised by influencers on this social network online, while 27% have opted for offline establishments to make purchases. And on YouTube, the influencers who operate on this channel are responsible for 24% of online sales and 18% of offline purchases.
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