Influencer Marketing: Unveiling the Power of Social Media Influencers

As businesses navigate the ever-evolving world of social media, one key strategy has emerged as a game-changer: influencer marketing. Brands are leveraging the reach and influence of social media influencers to promote their products and increase visibility. But is it worth the investment? Do consumers find influencer posts relatable and helpful or do they see them as just another sponsored ad?

To answer these questions, Lab42 conducted a comprehensive study on social media shopping behaviors among consumers aged 13 and above.

Our survey revealed that 58% of social media users follow at least one type of influencer. The most popular types of influencers to follow were social media personalities (75%), celebrities (74%), entrepreneurs (55%), and chefs (53%). Respondents were also asked about the types of content they find most interesting in influencer posts. Entertainment (79%), food/cooking (68%), and fashion (60%) emerged as the most popular categories.

Top types of influencers followed

In terms of discovering new influencers, 77% of respondents prefer to do so organically, either through newsfeed suggestions or by searching on their own. This method of discovery was preferred over sponsored posts or word-of-mouth recommendations from friends and family.

The study also found that influencer marketing can have a significant impact on brand visibility and sales. A third of social media users (33%) reported discovering new items to purchase through influencer recommendations. This number was even higher for Gen Z, with almost half (49%) of respondents in this generation indicating that they found new items through influencer posts.

However, the question of whether social media users are swayed by influencer opinions remains. Across all generations, 90% of respondents who follow influencers agreed that they find the information they share to be useful. Yet, only 16% on average are actually influenced by influencer opinions to make a purchase through social media applications. This gap presents a huge opportunity for businesses to bridge the divide and effectively utilize influencer marketing to drive sales.

So, what's the bottom line with social media influencers? Brands that use influencer marketing right can boost visibility, sales and reach new audiences. However, there's still some room for improvement since only 16% of social media users actually make a purchase based on influencer recommendations. To get the best results, businesses must approach influencer marketing with care and aim to build real, genuine relationships with their audience.

Want to know more about our study's findings or the impact of influencer marketing? Just reach out to athos@lab42.com or book a call through Calendly.