Influencer Marketing has emerged as a disruptive force, pivotal in helping brands connect with their target audience. Influencers, typically individuals with a significant following on multiple social media platforms, have emerged as catalysts to influence consumer behaviour through authentic and relatable content.
As per the survey, 56% of consumers trust influencer recommendations on Instagram, followed by 39% and six percent for YouTube and Twitter respectively. Additionally, 70% of consumers believe influencer marketing plays a vital role in impacting their buying behaviour, while only 30% believe the contrary.
“Since influencer marketing is rooted in the very ethos of weaving an intricate emotional connection with the target audience, it enables Influencers to establish their credibility, thereby influencing consumers buying behaviour. Driving consumers to prioritise a particular product over other alternatives, the impact of Influencer Marketing is only going to accelerate further,” Bhawna Sethi, founder, LetsInfluence, said.
While influencer marketing certainly has made a mark on shaping purchase decisions, the survey also demonstrated that 57% of consumers are more likely to purchase a product on the recommendation of influencers rather than a celebrity.
Furthermore, the survey also revealed that 46% of consumers have bought a product based on the recommendation of influencers. As consumer behaviour evolves, influencer marketing will emerge as a tool in the marketing arsenal, bolstering brand success and growth in the digital era.