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1、Reaching value-driven customers by forging relationships with creatorsTHE STATE OF INFLUENCER MARKETING FOR CONSUMERS IN 20232Introduction 03Key takeaways 04 Who we surveyed and why 05Chapter 1:Influencer marketing success starts with trust 06Chapter 2:Discounts and deals still drive purchase decisi
2、ons 16Chapter 3:6 ways brands can leverage consumer trust and choose the best influencers 21Chapter 4:Fostering trust is key for influencer marketing in 2023 25Contents page3IntroductionTodays consumers like to believe they arent easily persuaded,but their relationship with social media influencers
3、reveal a different story.The Know,Like,Trust Factor(KLT)is a time-tested marketing strategy based on the idea that people are likelier to buy something if someone they know,like,and trust recommends it.Nielsen reported that 89%of people trust personal recommendations over other advertising channels.
4、As consumers spend more time on social media,these word-of-mouth recommendations come from a familiar face they “know”but have never met.Brands leverage social media influencers more than ever to reach new audiences and cultivate trust.Marketers often survey to learn more about the audiences they wa
5、nt to target.Still,most surveys miss one key:consumer values dont always align with buying habits.Our latest research reveals some interesting and often counterintuitive discoveries about how consumers connect with and relate to influencers.In The state of influencer marketing for consumers in 2023,
6、youll find compelling insights that expose what customers value when engaging with influencers.Plus,well share innovative ways brands can develop influencer campaigns that align with consumer values and convert social media users into customers.Consumers say they look for transparency,integrity,and
7、consistency to decide if an influencer is trustworthyNearly half of consumers say follower count impacts how much they trust an influencer,although this varies based on the countries surveyed47%of consumers like when brands repost user-generated content(UGC)More than half of all social media users s
8、ay they frequently or always notice when an influencer promotes a brand or a product in their content64%of consumers repeatedly make a purchase based on an influencers recommendation or review at least some of the time4Key takeaways302United States 152Singapore150Australia 151Canada 252United Kingdo
9、m5Who we surveyed and conducted a consumer research study to discover how much social media users over 18 trust the influencers they follow.This survey defines influencers as parenting/travel influencers,opinion/thought leaders,vloggers/bloggers,gamers,content creators,and others who regularly share
10、 sponsored and unsponsored content on one or more social media platforms.Our researchers designed questions that reveal:How trust is built between the consumer and an influencer The role trust plays in establishing trust and authenticity How influencers impact the consumers social media shopping dec
11、isions and behavior This survey was conducted at a 95%confidence level.Its results provide compelling insights into the gap between consumers perceived values and influencer engagement.With these findings,brands gain a new perspective on strategies for influencer marketing campaigns that resonate wi
12、th them.Survey period:August 1719,2022 Total responses:1,007 social media users*Balanced according to census data6Chapter 1:Influencer marketing success starts with trustThe KLT factor remains a core component of successful influencer marketing campaigns and it has become even easier for influencers
13、 to become a trusted source with the ongoing rise of social media.Now that nearly 72%of people access social media plat-forms multiple times daily,its no surprise that influencers are gaining consumer trust.Influencers are quickly becoming as familiar to them as their friends and family,giving them
14、a stronger role in buying decisions.From the first time an influencers post crosses a For You or Discovery page,theyre enhancing the“like”factor.Even entertaining content can lead to a follow,establishing the “know”factor.And as consumers scroll social media for entertainment in small,free moments t
15、hroughout their day,influencers have ample opportunities to build trust.56Undoubtedly,most of these followers passively consume content.A reported 41%hit the follow button when an influencer creates content about the followers interests or passions,and 37%turn to influencers for inspiration.Very few
16、 are explicitly looking for the benefits that influencers commonly provide,like deals,promotions,or discount codes.Instead,they want to follow seemingly authentic and relatable influencers who share their interests and lifestyle choices.%of consumers say one of the top three reasons they follow infl
17、uencers is for entertainment.58%like entertaining content such as memes,humorous posts,and videos from influencers.46%enjoy inspirational quotes and personal stories from influencers.53%report following influencers for expert advice or how-to content.7Consumers most commonly turn to influencers for
18、entertaining,inspiring,and educational content throughout their day.Establishing trust is the secret to turning passive scrollers into active buyers.Consistently posting great content especially content that isnt overtly promotional is one way to enhance consumer trust.But thats not the only thing t
19、hey value.They want to follow and buy from influencers who demonstrate transparency and integrity.The research,however,shows that these qualities may not be as critical as consumers want to believe.Consumers follow creators for different reasons 8Deceptive ad practices have made shoppers understanda
20、bly wary of sponsored content.Many know the influencers role in promoting and advertising products,and more than half claim they can consistently recognize when an influencer shares a sponsored post.Now,nearly 57%say transparency is the most important value they look for when following an influencer
21、.Todays buyers want to know when theyre being sold to.They value influencers that are transparent about their paid relationships with brands.What creates trust?51%of social media users say they frequently or always notice when an influencer promotes a brand or product in their content.Unsurprisingly
22、,these shoppers also cite integrity and consistency as important values.They expect an influencers behavior,the content they produce,and their brand partnerships to consistently align with the influencers values.In theory,these values would seemingly drive consumers to trust smaller influencers more
23、 than larger accounts.57%51%44%41%34%32%29%Transparency:Open and appear honest about the paid relationshipIntegrity:Behavior,content,and brand partners align with their valuesConsistency:Reliably and consistentlymake good recommendationsAccountability:They take ownership of bad experiences based on
24、their recommendationCompetence and expertise:Experts or skilled in a specificareaDependability:Responsive to comments and questions on the products they promoteEmpathy:They understand the type of product that would make sense for me*Question:Select the top 3 characteristics that trustworthy influenc
25、ers display.9Characteristics of trustworthy influencers*%of consumers who say follower count influences their trust report that they trust influencer opinions,recommendations,and reviews more in 2022 than in 2021.35Nano-influencerFewer than 10,000 followersMicro-influencer10,000 to 49,999 followersM
26、id-tier influencer50,000 to 99,999 followersMacro-influencer100,000 to 1 million followersMega-influencerOver 1 million followers 10Follower counts still matter for some consumersInfluencer types by size1151%of consumers dont believe follower count impacts influencer trustworthiness.However,there ar
27、e differences in consumer responses between the countries we surveyed.For example:in the United States,60%of consumers indicated follower count doesnt impact influencer trust-worthiness.In comparison,only 31%of Singaporean consumers said the same,while 69%think follower count impacts an influencers
28、trustworthiness.There could be a few reasons why consumers may value follower count when deciding whether an influencer is trust-worthy.For instance,with FTC oversight consumers may recognize sponsored ads and endorsements more readily.Considering social media algorithms,consumers might see sponsore
29、d posts from creators with a larger following more often,giving them the impression that these creators are more transparent.FTC violations against prominent creators draw attention,partly because creators may be fined up to$48,000 per violation if they fail to disclose paid ads.Comparatively,if inf
30、luencers with a smaller following,per-haps new in their career,integrate brands into their content more organically which 40%of consumers claim they prefer over obvious ads social media users may mistake an ad for an organic,unsponsored recommendation.For most who value transparency,the nuances of m
31、entioning brand relationships often lead them to trust these creators less than more established creators.Influencers should consider a more balanced mix of content,providing consumers with more desired content entertain-ment and insight into these influencers lives.With a more robust content mix,co
32、nsumers dont expect to be sold to when they engage with these influencers.More experienced creators often dont share the types of content consumers find less engaging,including live shopping,discount offers,and product testimonials.This disconnect reveals an interesting reality.Customers say that ce
33、rtain values inspire them to follow influencers,but do those prized values namely transparency and integrity truly reflect their perceptions of celebrities and mega-influencers on social media?*Question:Select what type of content you like most from the list below.Entertaining content:For example,hu
34、mor,memes,and giveaways.Educational content:For example,tips and tricks,how-to tutorials,and expert advice.Inspirational content:For example,reading personal success stories or quotes.Opinion content:For example,behind-the-scenes videos or product reviews.Promotional content:For example,client testi
35、monials and discounts.Interactive content:For example,polls,Q&As,live workouts,and social media takeovers.58%53%46%40%36%32%12Most liked content types by consumers*13For instance,if they follow a fashion influencer,they may subconsciously believe that buying the sunglasses they promote will help the
36、m embody their signature edgy style.With consumers focused on how theyre similar to the influ-encers they follow,brands have a unique opportunity to leverage larger influencers to inspire more aspirational purchases.At first glance,brands might expect that shoppers are more likely to make smaller im
37、pulse purchases through influencer marketing.However,theyre just as likely to buy luxurious and expensive items based on an influencers recommendation as they are to purchase everyday convenience items.More than 6 in 10 consumers say they trust influencers they perceive to be like them,particularly
38、if they share the same career or lifestyle choices.But are these influencers actually like them?They may feel driven to purchase from influencers who reflect what they perceive as a better version of themselves.At face value,the instinct to connect more with micro-influencers would make sense.Presum
39、ably,consumers would find smaller influencers more relatable and less “fake”than the mega-influencers.Their lives are also more likely to resemble a micro-influencers lifestyle than a mega-influencer or celebrity.But in reality,those who conflate follower counts with trust are more likely to trust l
40、arger influencers recommendations over smaller influencers.As these consumers engage with content that aligns with their interests,passions,and lifestyle choices,influencers hold up an aspirational mirror that accentuates similari-ties and reflects their idealized version of themselves.This mirrored
41、 effect can drive hopeful consumers to purchase based on an influencers recommendations,assuming the purchase will help them resemble an influencer they admire.Influencers hold up a mirror to aspirational consumersConvenience goods:Inexpensive,widely available,and purchased frequently or impulsively
42、.Shopping goods:Purchased infrequently,often researched and compared to similar products.Specialty goods:Expensive products with strong branding or unique characteristics and purchased infrequently.Unsought goods:Purchased infrequently and often out of fear or necessity.NeverRarelySometimesFrequentl
43、yAlways30%28%28%10%3%16%24%37%19%4%18%24%37%16%4%15%23%40%17%4%1464%claim that they will make a purchase based on an influencers recommendation or opinion at least some of the time,and that percentage remains relatively steady regardless of product type.How often consumers make purchases based on in
44、fluencer recommendations and reviews,according to product type1 in 5customers claim they will frequently or always buy convenience items,shopping goods,or specialty goods from an influencers recommendation.For example,57%buy luxury branded specialty goods like sports cars or designer clothing at lea
45、st some of the time based on an influencers opinion.Only slightly more consumers(60%)say the same for heavily-researched shopping goods like airline tickets,cars,or cell phones,and 61%will occasionally buy inexpensive and widely-available convenience goods like laundry detergent or chewing gum based
46、 on a recommendation.Still,not all consumers make these purchases to reinforce their lifestyle choices.Many turn to influencers for their industry expertise,such as specialists,to augment their research.Percentages may not total 100 due to rounding15Product demonstrations are the number one thing th
47、at encourages shoppers to act on an influencers recommen-dation,and who better to give a product demonstration than an industry expert?1 out of 3 value product demonstrations to help them make purchase decisions,and 57%think content is most authentic when an influencer shares their experience of tha
48、t product.Industry specialists excel at creating authentic content because they:1.Often have deep experience with the recommended products use cases 2.Understand how one product compares to others in the market Its no surprise,then,that more than half of consumers are likely or very likely to make a
49、 purchase based on the specialists recommendation.However,while specialists create content that engages social media users,that doesnt mean those users inherently trust specialists more than other influencers.Only 34%say competence and expertise impact how much they trust Expertise is valuable,but n
50、ot in the way brands expectan influencer,and expertise is the least important trust factor for users under 42 years.This shows that a user isnt more likely to trust an expert based on education and back-ground alone.Some may trust specialist recommendations because they imagine these creators recomm
51、end products that align with their values and expertise.For consumers who said they were very likely to buy a product based on a specialists recommendation,54%claimed that integrity was an influencers most important quality to them.A reported 40%also say the most authentic influencers organically pr
52、omote products they genuinely love.This gives brands an exciting opportunity to leverage expert influencers.Since industry practitioners often have better insight into the best products within the market,brands can work with these specialists who are genuinely excited about a product to create more
53、product comparison and demonstration content.From there,brands can offer customers what they want but are reluctant to admit:discounts and deals.60%of millennials trust the opinions ofspecialists who promote productsin their industry.1%Demonstration and reviews of a productA large discountOffers and
54、 promotionsFree deliveryAn introduction to a product or service that could solve a problem I haveBeing transparent about the price of the productProviding more information on the company or brand.Posts showing the different ways to use a productShowcasing before and after resultsFast deliveryNothing
55、 if I dont trust or like the brandIf the post has high engagementFrequent or multiple posts about a productOther35%30%29%25%24%22%21%19%18%15%14%14%10%16Chapter 2:Discounts and deals still drive purchase decisionsIt makes sense that once a consumer trusts an influencer,theyre more receptive to the i
56、nfluencers recommendations and opinions especially if that influencer takes a subtle selling approach.But despite the preference for a less intrusive sales approach,many still base their purchase decision on the deal or discount offered.Behind product demonstrations and reviews,large discounts,offer
57、s and promotions were the most popular drivers encouraging them to purchase from influencers.A reported 30%will buy a product if an influencer offers a promo code for a large discount.In comparison,29%are swayed by influencers sharing exclusive offers or promotions such as buy one get one free deals
58、 or the opportunity to earn extra points on loyalty programs.Free shipping seals the deal for 1 in 4.Factors that encourage consumers to act on influencer recommendations17Interestingly,consumers dont claim to follow influencers based on the discounts,deals,and promotions they offer.Only 9%say disco
59、unt codes are the top reason they follow influencers,and 14%claim they follow influencers to learn about deals and promotions.Plus,they are less interested in content that influencers use to promote or offer great deals,like posts about discounts.It seems that while consumers follow influencers for
60、entertainment and expertise,they remain reluctant to buy without deals and discounts.Users arent openly seeking out influencers for lower prices.Still,many have come to expect that there will be a benefit to buying from one.Deals play a major role in successfully persuading them to purchase.MOREthan
61、 3 out of 4 consumers aged 1835 indicate they use influencer promotion codes at least some of the time.28%18Authenticity is important to consumers,but often,influencer behavior can appear inauthentic when focused primarily on promoting products.Over 90%recognize when a post contains an advertisement
62、 at least some of the time,so influencers dont need to hit consumers over the head with promotions.Instead,more subtle and natural influencing behavior can promote trust and authenticity.Brand promotion feels authentic when an influencer.Consumers prefer authentic influence over noticeable sellingTo
63、o much promotion without other entertaining content can burn out shoppers and cause them to view an influencer as inauthentic.For instance,only 35%see influencers who post daily as authentic,while 43%see an influencer who posts two to three times a week as authentic.Customers also prefer to see infl
64、uencers promote a product multiple times for one to two months,but longer campaigns seem less authentic.This aligns with consumer buying behavior whereas the value of the product or the time spent making the purchase decision increases,the likelihood that they will purchase based on an influencers r
65、ecommendation decreases.Organically promotes a brand just because they love it.Equally promotes and talks about all the brands they use.Promotes only a few selected brands consistently.Several timesOccasionally over a month or twoOnceOccasionally over three to twelve monthsOcassionally for more than
66、 a year29%28%15%15%12%19 That leaves brands and influencers with an interesting challenge:inspiring more impulsive purchases without overtly selling or over-promoting products.Demonstrations and other product knowledge content help drive consumers to an influencers product links,but further incentiv
67、es are needed to encourage conversions.One major opportunity is for brands to give influencers access to big,surprising discounts on short campaigns.Considering that 69%use promo codes when making purchases at least some of the time,a large,time-sensitive promo code can be a significant factor that
68、turns scrollers into shoppers.Brand promotion feels more authentic when an influencer posts about a product,brand,or service.Alternatively,brands can work with influencers to create unique offers and promotions designed with their followers in mind.Focusing these campaigns on an influencers niche,li
69、festyle,or career can make shoppers even more likely to purchase.Exclusive gifts,events,and early-access sales boost engagement and foster excitement.Percentages may not total 100 due to roundingShares their experience of the product.Demonstrates how they use the product.Reviews the product by itsel
70、f.Shares facts and features of the product.Unboxes the product,while reviewing it.Reviews and compares the product with a similar product.57%52%46%41%38%18%20Consumers turn to people they know,like,and trust for recommendations to reduce the purchase risk.However,influencers offer a unique opportuni
71、ty to lower purchase risks that family and friends dont with discounts and promotions.Its become increasingly common for them to rely on influencers to round out their product research and decrease their perceived purchase risk.Beyond a strong opinion,influencers demonstrate their recommendations in
72、 a variety of ways:Providing first-hand testimonials about their experiences with products Comparing products to others on the market Offering expert advice on how to use the product Showing demonstrations using the product These options help consumers feel more confident about their purchase,even f
73、or more expensive specialty or shopping goods they buy less frequently.High-priced products often have a greater purchase risk than convenience items,so they look for more insight before they commit to a purchase.Better deals mean a lower purchase riskHowever,a consumer purchases from an influencer
74、largely on impulse.Discount codes give a final push to purchase something they may not see as necessary and would only consider if they were persuaded.These purchases can help them get closer to their aspirational selves and upgrade their lifestyles without the same perceived purchase risk.But ultim
75、ately,engaging content that creates awareness isnt enough to drive conversions.Deals get customers in the door,forming a cornerstone of todays successful influencer marketing campaigns.When an influencer does a product review,it feels most authentic when the influencer.47%I dont know47%I like it6%I
76、dont like it21Chapter 3:6 ways brands can leverage consumer trust and choose the best influencersCampaign goals,budget,and content purposes start to shape the types of creators your brand can work with.Consider these six tips for discovering and recruiting creators for your marketing campaign.User-g
77、enerated content(UGC)is content created by a consumer or influencer that features your brand,including photos,videos,blog posts,testimonials,and more.This content is not necessarily shared on the creators social media.Nearly half like when brands reuse or reshare UGC from influencers,so using this c
78、ontent in a brand-sponsored ad or in an email campaign is a strong strategy.1.Tap expert-led user-generated content for brand-sponsored adsWhat are your thoughts on a brand or company reusing or resharing the influencer content,for example,on the brands social media page?22Mega-influencers may have
79、a wider reach,but creators with fewer followers can make a big impact.45%find it helpful when multiple creators mention a product during a single day,such as when a new product or service launches.So,theres no need to put all your budget in one bucket.Instead,promote the same product line with a mix
80、 of large and small influencers within the same industry.Brands can also leverage different types of influencers like specialists,minor celebrities,and niche lifestyle creators to access buyers through varied content based on audience segments.2.Partner with different influencer tiers in the same in
81、dustry While UGC is unsponsored by definition,that doesnt mean you cant encourage influencers to create UGC for your brand.Gifting influencers free products can inspire them to create content that features your product.This strategy works especially well with experts and specialists inclined to shar
82、e products they deem valuable to their audience.Product-led videos by specialists make strong UGC content because they provide genuine insight into use cases and top benefits during product demos.For instance,a dermatologist showcasing their skincare routine will detail why they like each product wh
83、ile applying them.Instead of paying for promotional content up front,brands choose UGC that best reflects their brand and pay creators a licensing fee to use their content across multiple channels.NeverRarelySometimesFrequentlyAlways23%31%9%27%18%33%15%26%32%11%16%12%21%7%3%2%3%7%36%24%25%29%18%46%2
84、9%233.Livestream shopping is catching on in some regionsLivestream shopping has picked up on TikTok and Instagram,just not in the U.S.market yet.But optimizing this content could prove valuable in the future.One way to do it?Diving deep into product features because consumers do research before purc
85、hasing.Overall,19%frequently or always watch livestream shopping,while 35%sometimes do.However,we saw key differences among the regions surveyed.Brands could increase consumer purchase intent during livestream shopping by requesting that influencers demonstrate how they use the product and share the
86、ir experience.Next,offering an exclusive discount or promotion to the live audience can seal the deal.Telfar uses exclusive product“drips”during livestream shopping events,leveraging its TV channel.Here,only active watchers can secure the latest designs.The brand launched its vegan leather duffle ba
87、g using a QR code flashed on-screen for one-minute intervals.Percentages may not total 100 due to roundingIndicate how often you watch livestream shopping hosted by an influencer24The percentage of consumers who make purchases on social media will increase by 61%between 2019 and 2023 according to eM
88、arketer.Unboxing content works well at the top of the funnel,introducing customers to your brand and increasing awareness.Those interested in the latest iPhone releases,for example,can search YouTuber iJustines unboxing content.Here the user gets a brief look at the range and options available.But t
89、hats where it stops.Only 18%find unboxing product reviews authentic.Its merely a first impression to mostnot an experience or deep dive.So while this content has a place in the consumer journey,keep your brand goals in mind.Steph Vlogs perfectly blends an unboxing with a“get ready with me”(GRWM)to c
90、reate“buying and trying”content.She showcases the product and unboxing,then moves the experience to product demonstration and application in a single video.While a consumer may not initially turn to an influencer to learn about new products,many are open to trying a product with the right incentives
91、.Creating limited-time deep discounts can drive brand awareness,inspire new customers to make impulse purchases,and capture that customers information for retargeting.Leveraging the same influencer after a successful campaign can also allow your brand to promote ongoing deals and discounts.Since the
92、 customer already trusts the influencer and likes your product,they may be driven to repurchase without a discount code.4 4.6.5.Go beyond unboxing:“buying and trying”to move from awareness to conversionOffer exclusive access with influencersUse discount codes to reach new customersAs previously ment
93、ioned,shoppers like receiving access to offers and promotions through influencers,and brands can leverage this by offering exclusive product access to a select audience,which works well during livestreaming.Providing early access to new products,special event access,or a limited-edition gift with pu
94、rchase are great ways to foster excitement and engagement with influencers.Tailoring these offerings to the influencers niche,lifestyle,or career can boost these campaigns even more.For instance,an athleisure brand could partner with a tennis influencer to offer early access to a limited-edition ten
95、nis skirt collection.Designing campaigns that offer unique,customized benefits for an influencers audience can drive even higher conversions and engagement than less personalized collaborations.These campaigns can inspire consumers to create interesting UGC content,too.25Chapter 4:Fostering trust is
96、 key for influencer marketing in 2023Todays consumers turn to influencers for much more than product recommendations.Influencers fill the small moments in their day,gradually building authentic brand trust.As consumers become more familiar with the influencers they follow,the KLT factor will continu
97、e to grow,giving brands an opportunity to reach new audiences.Value-driven,aspirational shoppers are increasingly receptive to influencer marketing as long as those influencers align with how they view themselves.With the compelling insights presented in this report,brands can design innovative influencer marketing campaigns that bring their realities closer to an idealistic view.Ready to find influencers that can make your brand goals a reality?Request a demo of our partnership management platform today.