70% of consumers are impacted by influencer marketing: Report

In today’s digital age, InfluencerMarketing has emerged as a disruptive force, playing a pivotal role in helping brands connect with their target audience. Influencers, typically considered individuals with a significant following on multiple social media platforms, have emerged as catalysts to influence consumer behaviour through authentic and relatable content. Transforming into a beacon of power, it is penetrating deeper into consumer psychology.  

In tandem with the growing popularity of InfluencerMarketing, LetsInfluence recently conducted a survey to assess the impact of influencermarketing on consumer behaviour. The survey further delves deep, shedding light on how InfluencerMarketing shapes purchasing decisions, brand perceptions, and overall consumer attitudes.

Commenting on the impact of InfluencerMarketing on Consumer Behaviour, Bhawna Sethi, Founder of LetsInfluence said, “ Since InfluencerMarketing 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 buyingbehaviour. Driving consumers to prioritise a particular product over other alternatives, the impact of InfluencerMarketing is only going to accelerate further.” 

Against the backdrop of an array of social media channels, the surveyunveiled that 56% of consumers trust Influencer recommendations on Instagram, followed by 39% and 6% for YouTube and Twitter respectively. Coming to the focal point of the survey, 70% of consumersbelieveInfluencerMarketing plays a vital role in impacting theirbuyingbehaviour, while only 30% believe the contrary.

While influencermarketing certainly has made an indelible 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. In tandem with this, it's an understatement to say InfluencerMarketing has become a dominant force within the intricacies of consumer buying psychology.

Moving ahead, the LetsInfluencesurvey also revealed that 46% of consumers have already bought a product based on the recommendation of influencers. Despite being in a nascent stage, InfluencerMarketing has been successful in carving a distinctive niche in the modern marketing landscape.

As consumer behaviour continues to evolve, influencermarketing will emerge as a potent tool in the marketing arsenal, bolstering brand success and growth in the digital era.