True ROI of influencers: The true impact of YouTubers on consumers (minds)

Market research company, respondi researched the extent to which online influencers are able to affect their audiences in Germany.

Introduction

Several days ago, Instagram (owned by Facebook as everybody knows) announced the launch of a new functionality. Now on Instagram, it is possible to share 10 minute long video content (one hour long for "premium" accounts). The goal is to compete with YouTube; targeting teens and it will complete the offer of services for influencers.

We have conducted research about influencer marketing. Some results will help us to understand why Instagram launched such new feature.

What is influencer marketing?

Today, through social networks, a previously unknown individual may create a wide community of followers. This community of followers usually...

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