A survey carried out in partnership between the QualiBest Institute and Spark reveals that #publis do not undermine trust in influencers or recommended products
Updated data on the behavior of Internet users on social networks? We have! The QualiBest Institute, a pioneer in research onlineand Spark, a company specialized in marketing of influence, came together to carry out the third edition of the study “The post is paid, so what?”. The research aims to understand the consumption habits of social networks and engagement with digital influencers, measure the power of influence and conversion of content creators and evaluate consumer reaction when actions are declared paid (#publi) between brands and influencers .
Held between January 23rd and February 15th online, the study had an initial sample of 2,000 people, including men and women over 15 years old, from all social classes and belonging to all Brazilian regions. Of the initial sample, 93% access some social network, which represents a significant growth compared to 2019, when this percentage was 77%.
Another big difference compared to the first edition of the survey is the knowledge of what digital influencers are. In 2019, 55% of those who accessed social networks claimed to know what it was, while in that year, the percentage rose to 79%. In addition, after being encouraged by sharing the definition of the meaning of digital influencer, 6 out of 10 participants said they followed an influencer.
Instagram is the top social platform where people claim to follow some creator (80%), followed by Youtube (60%), Facebook (36%) and TikTok (35%). When asked about the reasons for following an influencer, 60% say they follow because the subjects they address are of interest to them; 51% follow for product or service reviews and recommendations and 49% follow just to pass the time and have fun.
“The identification and expertise in the themes is very important in the consideration of influencers. The older ones value these two points even more”, explains Fábia Duarte, manager of Service and Planning at the QualiBest Institute.
Influencer x Purchase Journey
Internet users look to Google (67%), friends and family (48%) and brands’ social networks (45%) to make a decision at the time of purchase. Only 1/4 of those who follow influencers consider them among their main sources for decisions, and young Internet users consider the opinion of influencers more creators than the older ones.
“We noticed that, when they want to buy a product, get to know a new place or hire a service, the consultation and decision sources are mostly online”, adds Fábia.
Regarding recommendations, 59% of Internet users like it when digital influencers recommend products and services, and 66% have already purchased a product or service or visited a place or establishment that was recommended by a digital influencer. In class A, this percentage is even higher, reaching 86%. Among the types of products and services most indicated by influencers, the segments of audio and video, fashion and beauty stand out.
Engagement
Compared to the 2019 study, humor and beauty remain the main topics that internet users like to follow on social media via influencers. Already health, music and gastronomy enter the Top 5 as an effect of the pandemic. Short videos (86%), stories (84%) and short text carousel (76%) were the most cited formats among the types of content generated by influencers that internet users like the most. In the comparison between generations that follow influencers, Generation X (born between 1965 and 1981, with greater purchasing power) is the one that most likes to lives.
“We managed to quantify the preference for the consumption of shorter content, which we credit to the success of TikTok, which initially popularized short and vertical videos, later adopted in other social platforms”, says Rafael Coca, Chief Strategy Officer (CSO) da Spark.
#Publis
Regarding paid advertising, 68% of Internet users who follow influencers are watching if they mark their posts with a term that shows that the publication is the result of a sponsored partnership. In 2019, this percentage did not exceed 65%. In addition, 75% disagree or are indifferent to the phrase “When I see that the influencer was paid to promote a product or service, my confidence drops”. In the previous edition of the study, this percentage was 72%. As for the phrase “When I see posts about products or services that were paid for the influencer to disclose, the credibility of the product decreases”, that year, 74% disagree or are indifferent, and in 2019, this index was 72%.
“The followers are attentive to the direct mailbut what we saw is that sponsored posts do not undermine trust in the influencer or in the product”, concludes Fábia.
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