Brands by now are well aware of the influential power of social media stars, but just how much may not have been clear until the recent independent survey commissioned by The Remarkables Group released its results.
The talent agency interviewed 2600 influencers and 1200 members of the general population about their relationship with both influencers and brands. The Remarkables Group founder Lorraine Murphy says of the results: “The research confirms what we have known anecdotally for some time – that influencers are having a direct impact on the purchase decisions of their audience.”
The survey revealed that two in five followers have purchased a new product or service in the past year, after learning about it from an influencer. Murphy says: “This is double that of TV, magazines, Instagram and non-TRG blogs. We also know that our influencers’ audiences self-identify as being in the ‘Early Majority’ on the adoption curve, and a quarter describe themselves as ‘Laggards’.”
Trust in influencers is also increasing. Murphy says there is an emerging trend that sees the influencer as a trusted voice or “the sage”. She says the number one benefit the audience is receiving from influencers is “ideas of new things to try. Eight-four per cent of our influencers’ audience said this. This means that they are especially dependent on trusted recommendations when considering purchasing something new.”
Murphy believes the study’s results only prove that brand and influencer collaborations are going from strength to strength. She says the research communicates that “influencer marketing – when done properly – works.” As for what consumers look for in their chosen influencers, she concludes: “We know from the research that this audience sees the influencer as being authentic (79 per cent), relatable (64 per cent), inspiring (60 per cent) and trustworthy (52 per cent).”
