Did you know that 61% of people interact with an influencer at least once a day, and 35% interact with influencers multiple times a day? Rakuten Marketing’s latest report – The 2019 Influencer Marketing Global Survey – explores the power of influencers, their growing relationships with consumers, and the value they add to consumers’ purchases. Based on research conducted throughout December 2018 and January 2019, this report uncovers insights based on information from 3,500 consumers and 700 marketers across the UK, France, Germany, the US, and Australia.
Honesty is the Best Policy
When an influencer’s relationship with a brand has been properly disclosed, 97% of consumers state that they would still trust the influencer. When you consider this, and the fact that over a third (36%) of consumers see authenticity as a benefit from influencers, the honest relationships that influencers have with their audience is key. Stating that the authenticity helps them feel assured that they get honest feedback about products or brands from a person they trust, the amount of intimacy an influencer has with their followers plays a significant role in consumers’ trust in their content.
Sharing his insights on influencers, Anthony Capano – Managing Director EMEA at Rakuten Marketing – comments “If influencers are promoting products that aren’t a natural fit, audiences will switch off. It’s about being authentic. Brands must prioritise partnering with influencers that align with their brand values.”
The Rise of the Micro-Influencer
The report also reveals that marketers will now pay nearly £26,000 for a marketing campaign from a micro-influencer – around the same as they are willing to pay for a single Facebook post from a celebrity (£25,000). Furthermore, 39% of influencer fans follow fashion gurus and 43% follow beauty specialists, making them just as popular as celebrities online.
Influencers Enable Brand Discovery and Purchases
49% of global consumers use influencer marketing to discover new brands, and four in five consumers say they have purchased something recommended by an influencer. With the rising popularity of the typically more engaged micro-influencer, our report further explores how consumers react to influencer content, which social platforms they are most powerful on, and how influencers aid brand discovery in 2019.
Keep Ahead of the Trend – Download the Report Today
To discover the most popular influencer types for customers to follow, the rising power of international influencers, how marketers use influencers to tell their brand story and more, download our 2019 influencer marketing report today.