Influencer posts are more likely to drive better consumer engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 11, 2019, 4:20 AM UTC

A survey from HelloSociety reveals that 86% of consumers made a purchase because of influencer content.

The study found out that consumers were more likely to follow influencer content than branded posts. The survey further notes that consumers need to come across at least five branded posts from influencers before they could make any purchasing decision.

This article says that around 74% of people who followed influencer posts considered themselves to be influential within their social circle. 51% of the respondents said that they trusted user images as they were more authentic than brand owned images.

According to InfluencerDB, the engagement rate on Instagram for sponsored influencer posts was 2.4%, higher than non-sponsored posts at 1.9% in 2019.  Along with Instagram’s algorithm giving precedence to sponsored posts, the higher engagement rates are due to influencers creating high-quality content when backed by sponsors.

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