According to several surveys and studies, it is now more than clear that post-pandemic consumers demand authenticity from brands. Therefore, their buying decision is less driven by sponsored influencers.
According to a new study, 58% of social media users in the US say they won’t buy influencer-promoted products while actively avoiding sponsored posts that seem inauthentic or uninformative.
The most popular types of influencers that users follow are subject matter experts at 34%, business leaders at 29%, and wellness experts at 28%.
“Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests. Influencers with these engaged, niche followings are ideal candidates for business partnerships."
Kyle Dulay, director of Collabstr, a marketplace that connects brands with influencers, stated brands need to aim for authenticity and relevance in sponsored social media content.
Post-pandemic consumers demand authenticity from brands.
The overwhelming majority (88%) of the survey respondents say authenticity – described as relating to firms being genuine and real – is an important factor in deciding which brands they like and support. And 83% believe retailers need to provide more authentic shopping experiences to customers like them.
Only 10% say influencer content resonates as authentic and 19% say that brand-created content is the most authentic.
More time spent on Social Media
The pandemic saw a rise in social media posts and usage, with research suggesting that many consumers are now open to the idea of creating and seeing their own user-generated content being shared by brands on social platforms. 58% would grant brand permission to use an image or video they had posted of clothing or accessories to use in their marketing.
“All generations of shoppers are telling brands they’re more likely to purchase products if they see authentic customer content on websites,” said Damien Mahoney, CEO, and Co-founder at Stackla. “The survey results tell us online shoppers are influenced by and expect to see visual content from real customers more than ever before.”
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