Shoppers place more trust in influencer recommendations
Influencer marketing has evolved into an indispensable tool for any e-commerce strategy. The influencer marketing industry in the US saw brands spending approximately $3.7 billion in 2021, marking a 33% increase from last year. The human element of influencer-led content often surpasses conventional brand campaigns.
According to research, 61% of consumers trust influencer product recommendations, compared to only 38% who trust branded social media content. Furthermore, 30% of consumers surveyed in 2022 reported influencer recommendations as being one of the most significant factors impacting their purchasing decisions, compared to only 27% for recommendations from friends or family.
Among marketers, 60% agree that influencer-generated content outperforms regular branded content.
E-commerce companies may perceive celebrity influencer endorsements as costly. Yet, a high follower count does not necessarily indicate high engagement. As HypeAuditor discovered, nano-influencers with less than 5,000 followers exhibit the highest engagement rates (5%). Engagement rates then decrease as the follower count rises, reaching 1.6% for celebrity-level influencers.
Finding influencers to work with can be exhausting and challenging. Gerbo Designs can help you with this process and monitor the progress along the way. Ask for details.