As the Google Trends information beneath demonstrates, curiosity in “influencer marketing” is sharply on the rise up to now years. Marketers, confronted with huge 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 totally doable that you simply’ve engaged in influencer advertising your self. We work on lots of influencer advertising applications for purchasers right here at Convince & Convert (totally on the B2B aspect), and whereas these initiatives will be efficient, it’s not a magic beans state of affairs. Influencer advertising success requires time, cash, effort, and a gaggle of influencers that truly cares about no matter it’s that you simply do.
But whatever the outcomes on a program-by-program foundation, there’s no query that influencer advertising could be a sound technique, and it’s right here to remain. I feel most entrepreneurs imagine that to be true intuitively, however new analysis from Edelman exhibits WHY influencer advertising is the manifestation of bigger developments about belief and authority.
For practically 20 years, the worldwide PR powerhouse Edelman has revealed an annual Trust Barometer that gathers information 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 statistics.
I encourage you to obtain and browse your entire Trust Barometer and “In Brands We Trust” adjunct, however to your reference I’ve summarized the important thing influencer advertising statistics right here.
About The Influencer Marketing Statistics on this Research
The Trust Barometer is a complete survey. More than 33,000 individuals participated, in 27 international locations world wide. 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 components of this annual analysis is that Edelman asks individuals to fee 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 another class. In truth, 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 referred to as “micro influencers” or “nano influencers” versus celebrities and different well-known individuals.
2. Influencer Relatability Is More Important Than Popularity
This is an enchanting discovering that additionally demonstrates the viability of “real people” as influencers. In this analysis, Edelman requested individuals why they adopted and trusted influencers, and the relatability of the influencer was practically twice as essential 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 way extra more likely to comply with 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 individuals like ourselves are firm technical consultants, and tutorial consultants.
This influencer advertising statistic showcase the power of key staff to function trusted advocated on behalf of the model, and underscores the potential for professors et al to function influencers as properly.
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 many of the manufacturers they purchase or use.
Why does influencer advertising 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 essentially belief individuals greater than they belief firms. That belief breeds authority, which may produce conduct modifications that meet firm aims.
5. 74% of Consumers Are Dodging Brand Messages
One of most fascinating influencer advertising 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 truth, 74% of customers use a number of promoting avoidance techniques, with practically HALF utilizing advert blocking know-how on their laptop.
Consumers use a number of promoting avoidance techniques, with practically HALF utilizing advert blocking know-how on their laptop. Click To Tweet
Of course, influencer advertising – in its present guise – is usually proof against this sort of avoidance conduct, another excuse for its current recognition.
6. 63% Trust Influencer Messages More Than Brand Messages
This one statistic primarily summarizes the enterprise case for influencer advertising. 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 individuals 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 fascinating to notice that influencers usually tend to drive purchases than construct belief in manufacturers, per the information beneath.
Those are my 7 most fascinating influencer advertising statistics from the Edelman Trust Barometer. Do take the time to obtain your entire report for your self. It’s filled with extra insights.