Magazine article ADWEEK

Social Stars Make Bank: INFLUENCERS CAN LEAD TO BRAND SALES EVEN MORE THAN CELEBRITIES

Magazine article ADWEEK

Social Stars Make Bank: INFLUENCERS CAN LEAD TO BRAND SALES EVEN MORE THAN CELEBRITIES

Article excerpt

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."

For brands, influencers lead to more sales than celebrities

Have you ever purchased a product or service because of a recommendation on social media?

From influencers

YES                                            22%
No                                             54%
I don't follow any influencers or celebrities  22%

From celebrities

YES                                            12%
No                                             70%
I don't follow any influencers or celebrities  18%

Note: Table made from pie chart.

Women are more likely to purchase based on sponsorships

From influencers

                                               Male   Female

YES                                            24%    24%
No                                             17%    26%
I don't follow any influencers or celebrities  59%    50%

From celebrities

                                               Male   Female

YES                                            19%    17%
No                                              8%    15%
I don't follow any influencers or celebrities  73%    68%

Note: Table made from pie chart. … 
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