Influencer marketing plays a fundamental role in the purchasing decision process and creating a connection between consumers and brands. What the research reveals A Black alm da Blackdeveloped by Spark in partnership with MindMiners, to show the power of this strategy in the market. The survey indicates that 36% of respondents said they had made a purchase on the recommendation of influencers during the commercial date. Over the course of the year, 58% of followers said they had purchased a product or service due to influence. The data was released exclusively at the Spark Talks Preparatory Black Friday event, recently held at Spark House, in So Paulo.
The analysis shows that 86% of those interviewed have the habit of shopping during this period. Of this total, 36% buy always or frequently. Among product categories, the most purchased are electronic equipment (58%), clothing and accessories (56%), household appliances (43%), beauty and personal care (40%), books (31%), home and decoration ( 31%), food and beverages (28%) and sporting goods (22%).
The study also includes an influence map, which records information such as the reach of influencers and the level of trust of followers. O Instagram leads the ranking of social networks that people choose to follow influencers, with 85%. Behind him appear YouTube (50%), TikTok (33%), Facebook (25%) e Xthe old one Twitter (19%).
Regarding the level of trust conveyed by professionals on digital platforms, 26% of respondents classified it as very high, 38% as high and 32% as medium. Therefore, 64% of people who follow influencers place a high level of trust in them.
The research has great relevance for reflecting on consumer behavior and the power of influence directed towards Black Friday, which is one of the busiest dates for commerce and the economy. The survey can support brands to leverage sales in a more strategic way, based on data that proves the performance of influencer marketing in the purchasing journey, explains Rafael Coca, co-founder and CSO of Spark.
The study also analyzed the content that arouses purchasing interest. Between them, review (detailed product analysis) is in first place (55%). Next, participants mentioned real-time product testing (53%), exclusive discount coupons (50%), shopping tips and suggestions (48%) and unboxing (product opening, with 41%).
During Black Friday, ad mailers of brands, published in the profile of companies in partnership with some influencer, appears at the top of the list (43%) as the type of content that attracts the most attention and could motivate the purchase decision. Organic posts from brands and influencers represent the second and third positions, with 39% and 34%, respectively. Finally, paid publications with influencers are in fourth place (29%).
One of the lessons learned from the research is the importance of working on building trust with customers before Black Friday. Thus, through a solid relationship established with consumers, companies can ensure that the product or service is among the most desired for purchase, concludes Coca.
The survey interviewed two thousand people between the 9th and 14th of August this year. Almost half (48%) of them live in the southeast region of the country. Among those interviewed, 52% declared themselves female and 48% male. The predominant age group was over 41 years old, with 38% of participants. In relation to social status, 45% of respondents belong to class C.
Follow Adnews on Instagram,LinkedIneThreads. #WhereTransformationHappens