Valassis Survey Analyzes the Growing Power of Influencer Marketing Today
Valassis, a Vericast business and the leader in marketing technology and consumer engagement, today released new proprietary consumer research, examining the increasing power of influencer marketing in today’s climate. Consumers’ changing patterns due to the pandemic and heightened awareness of social injustice and systemic inequality have resulted in new opportunities for brands to drive a connection with consumers.
Read More: Pacvue Brings Its Award Winning ECommerce Advertising And Intelligence Platform To Instacart
“The interplay among consumers, influencers and brands suggests the purchasing journey is highly emotional, spurred by real-time online conversations. Knowing which content performs best through rapid influencer media testing is essential to bring influencer content to life across smarter, multichannel campaigns that also include print, display, email and in-store advertising.”
Since the beginning of the coronavirus pandemic in March, 21% of consumers have made an influencer-motivated purchase for the first time. Valassis’ recent Consumer Intel Report shows 35% of consumers made an unplanned purchase based on something they saw on social media as consumption of these channels has increased during the pandemic. Valassis surveyed 1,000 U.S. consumers to gain insight into what motivates them to engage with social influencers, a market that is expected to grow to $15 billion by 2022.
Additionally, the heightened awareness around social injustice has impacted the way consumers engage with influencers. For example, 36% of influencer-following consumers say they are following a more diverse set of influencers than before, and 32% surveyed have purchased more products/services from businesses that are endorsed by influencers from different racial and cultural backgrounds.
Emphasizing the importance of engaging the right influencer, the research found that 40% of consumers are more likely to trust a brand that features an influencer they know. Twenty-five percent say their perception of brands is shaped by the influencers that endorse them and this is more evident among 25 to 34 year olds, with 39% agreeing.
A rigorous vetting process for influencers and content creation is critical to maximize a brand’s effectiveness and reputation. According to the survey, 65% of consumers say they would stop following an influencer if they do or say something that does not align with their personal ethics and values. This is important for marketers as value alignment also contributes to loyalty and sales. Previous research shows 43% of consumers are more likely to buy products from companies whose values match their own.
Read More: Spirion Unveils Global Alliance Partner Program
