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Survey: Nearly One Third of Consumers Have Been Swayed by Social Influencers to Purchase a Product or ServiceSocial influencers increasingly have greater impact on consumer brand awareness and purchase considerations, as 31 percent of consumers across the U.S. and Europe said they have purchased a product or service based on a social influencer post. This finding came from the new "Psychology of Following" survey, commissioned by Olapic and conducted by CITE Research. The survey polled 4,000 active social media consumers ages 16-61, across the U.S., U.K., France and Germany, to better understand the psychology behind why consumers follow, listen to and trust social media influencers and how they act on those recommendations. This press release features multimedia. View the full release here: http://www.businesswire.com/news/home/20171214005418/en/ "Through our extensive work with brands, we've found that influencer content is most resonant and powerful when influencers apply their own expertise, style and creativity - without heavy brand influence," said Pau Sabria, co-founder, Olapic. "Brands understand social influencers are essential to helping build brand equity, engagement and sales. And, consumers are more astute when they are marketed to - both directly and indirectly by the brand - which is why it's no surprise that this study found that authenticity is the single-most important factor to 'following' an influencer." Results of the "Psychology of Following" study uncovered a variety of interesting insights around following behavior, important attributes of an influencer and preferred platforms. Definition and Behaviors of an Influencer When asked to define what qualifies as a social influencer:
Authenticity or Bust Authenticity is the most important factor when it comes to following influencers and trusting their endorsements.
Content and Platform Preferences According to the survey, Images and video content are the most preferred types of influencer content while Facebook (News - Alert), Instagram and YouTube were the most favored platforms for following influencers.
Taking Action Based on Influencer Content Social influencers are increasingly prompting consumers to consider purchasing a product or service, particularly in the U.S. and U.K.
For information about Olapic, or to request more information or view an infographic about the "Psychology of Following" report, visit: www.olapic.com. About Olapic Olapic is an innovator in visual content solutions for user-generated, influencer-generated, and brand-generated visual content. Through a unique combination of technology, content, and expertise, Olapic enables brands to generate, curate, enhance, and distribute authentic, brand-relevant visual content across the entire customer journey driving brand engagement and performance, at scale, for hundreds of the world's top brands. An official member of Facebook Marketing Partner program, Instagram Partner program and Pinterest Partners, Olapic is headquartered in New York City with offices in Berlin, Córdoba, Hong Kong, London, Los Angeles, Paris, and Tokyo. For more information on Olapic, visit www.olapic.com. Olapic is a wholly-owned subsidiary of Monotype Imaging (News - Alert) Holdings, Inc. (Nasdaq: TYPE).
View source version on businesswire.com: http://www.businesswire.com/news/home/20171214005418/en/ |