Influencers have been a hot topic among marketers for years now, but using them has translated to more than just social engagement for brands, according to new data from consumer intelligence research platform CivicScience. In fact, 22 percent of respondents said they had purchased something because an influencer recommended it on social media. That’s compared to just 12 percent who have because of a celebrity recommendation.
It’s about trust and relatability, said John Dick, founder and CEO of CiviScience. “People are turning more and more to trusted individuals … to inform their purchasing and entertainment decisions,” Dick said, adding that “social media is a platform for aspirational marketing, so consumers are turning to these people who seem to have this version of a life they want and seeing what it is that’s helping to fuel it.”