Influencer marketing offers brands lifeline with 88% saying it encourages them to buy

With brands competing over consumers who have less disposable income this Christmas, influencer marketing is one of the most effective ways to influence buying decisions with 88% saying they’ve purchased something based on influencer recommendations in the past six months, according to a global survey by creator marketing platform Vamp.

Influencer marketing is most effective among 18 – 34 year olds where for 85% it outranks TV advertising, digital advertising, radio advertising and billboards. TV remained most influential among the 45 – 54 year olds (50%), although influencer marketing came in second at 18%. The older respondents were, the less they trusted influencer content. The survey indicates that anyone trying to sell to the under 34s is leaving money on the table if they don’t invest in influencer marketing.  

“The days of marketers questioning whether influencer marketing is a legitimate channel are over,” says Aaron Brooks, Co-Founder and President of Vamp. “ Now they’re concentrating on how they extract the most value and results from the efforts. In case this is still in doubt by anyone, a great source to speak to are the audiences being targeted by influencer marketing, the consumers.  

“The fact 88% of consumers have purchased something due to a creator’s content in the last six months is yet more evidence that this channel is becoming a major player in the worlds of marketing and advertising. Not only that, it could provide an opportunity for marketers to get ahead of their competition, drive that all important cut through, and impact their business’ bottom line in what is sure to be a highly competitive Q4.”

Also Read: The Power of Influencer Marketing in Brand Building

When it comes to content, it’s no surprise to see that short form video is the most appealing to consumers, with 55% saying they prefer it over long form video (14%), photography (19%) and blogs (12%). And, the most effective influencer marketing methods are reviews and recommendations (41%) along with product demonstrations (37%), followed by discount codes (33%). Only 27% of consumers are swayed by the influencer’s reputation/celebrity status which goes to explain the growth in popularity of nano-influencers, those with smaller but highly engaged audiences.

With consumer finances squeezed this winter, traditional advertising at a premium and the market already oversaturated, marketers are having to work extremely hard to cut through. It’s clear that influencer marketing is having its moment, offering a cheaper and highly effective alternative to traditional advertising.

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