Study found that 7 out of 10 people consult influencers before purchasing a product or service
A survey conducted by Stripe Theory showed that 73% of consumers look to daily content creators when they want to buy a product. The survey also showed that quality, price and authenticity are the three main factors that influence people in purchasing decisions based on an influencer’s recommendation.
In this regard, the data also showed what makes people not consider a content creator authentic, such as a lack of transparency about sponsorships, recommendations for products that are not actually used by the creator, and falsification of personal experiences.
Furthermore, the research also indicated that everyday creators, who produce content daily for a specific niche, are moving away from the traditional “influencer” label and, according to the information, the former are perceived as more relatable and authentic because they have expertise in specific subjects.
“This discrediting can be attributed to market saturation and the perception that many of these influencers are not sincere in their recommendations. In contrast, everyday creators offer a sense of community and real connection, which resonates much more with modern consumers,” explained Fabio Gonçalves, director of international talent at Viral Nation and an expert in influencer marketing.
Despite the decline, the study showed that 7 out of 10 buyers consult influencers when making a purchase and, according to Gonçalves, this happens due to the connection created with the audience.
“By sharing their lives and passions authentically, they create a relationship of trust that is key to influencing purchasing decisions. This authenticity is what sets them apart from traditional influencers,” he added.
The report also highlighted that this market is a path of no return when it comes to influencer marketing, since the sector is valued at around US$ 104 billion, with projections to reach trillions of dollars in the coming years, according to Influencer Marketing Hub.
Finally, Fabio pointed out sustainable growth and diversification of platforms as key points for the expansion of the Creator Economy.
“Increasing digitalization and the growing popularity of social media platforms are driving this growth. The ability for content creators to reach audiences globally and monetize their content in a variety of ways is contributing to this expansion. Platforms like TikTok, Instagram, YouTube will offer different formats and audiences. The ability to adapt content for different platforms will be essential to maximize reach and engagement,” he concluded.
