According to Power Retail’s latest trajectory report, the influence of social media influencers on consumer purchasing behaviour continues to grow.
The report found that nearly 59 per cent of respondents stated that they had made a purchase in the past month that can be directly attributed to an influencer. This indicates a significant increase in the impact that influencers have on consumer purchasing decisions.
Moreover, the report revealed that almost one-third of the respondents who made a purchase due to an influencer did so in the last month alone.
This highlights the growing role of influencers in driving sales and revenue for businesses, particularly in the e-commerce sector. The report’s findings suggest that influencer marketing is a highly effective strategy for businesses looking to boost their sales and reach new customers. By partnering with the right influencers, businesses can tap into their engaged audiences and leverage their influence to promote their products or services.
As the trend of influencer marketing continues to gain momentum, it is clear that it is a valuable tool that businesses should consider when developing their marketing strategies.
The study shows that around 42 per cent of online shoppers follow at least one shopping influencer, and 10 per cent of them follow 11 or more influencers.
The study also found that nearly 59 per cent of the participants attributed their recent purchases to influencers, with approximately one-third of them have made one or more purchases solely due to influencer influence in the last month. In addition, around 57 per cent of respondents have taken advantage of an influencer promo code or discount within the past year.
The study reveals that 61 per cent of participants are interested in influencers helping them locate online deals, with 23 per cent preferring daily content from influencers and 42 per cent preferring to view or receive content on a weekly basis.
It also highlights that social media platforms, particularly fashion (77 per cent) and beauty (75 per cent) categories, are the primary source for 83 per cent of respondents to discover influencers.
Instagram is the most commonly used platform for following influencers, with 62 per cent of respondents using the platform.
The study also shows that 35 per cent of participants believe that a social media post by an influencer would encourage them to make a purchase, slightly ahead of organic posts by a brand or retailer (32 per cent) but trailing behind EDMs (53 per cent).
Finally, the study reveals that almost 50 per cent of respondents follow more influencers now than they did before the pandemic. These findings suggest that influencer marketing is an effective approach to promoting products and attracting consumers, with a growing number of shoppers relying on influencers to inform their purchasing decisions.
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