51% of consumers favour non-celebrity influencers that have less than 30,000 followers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 29, 2019, 4:35 AM UTC

30% of these influencers have less than 10,000 followers.

A recent study from Uproar PR highlights that 72% of consumers prefer micro influencers with less than 100,000 followers. 68% of consumers indicated making purchases based on the posts by micro-influencers.

The research states that 51% of respondents favour non-celebrity influencers have less than 30,000 followers. In this case, celebrities would be TV and movie stars, musicians, politicians, authors and athletes. Jessica Donelson, social media director at Uproar said that it’s about the “connection” between the influencers and their audience and not about high follower numbers.

As marketers are looking to get maximum impact through narrow targeting, micro-influencers are playing an increasingly important role. According to a report cited in the article, influencer marketing adspend is predicted to reach between $5 billion to $10 billion in 2022.

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