Influencer recommendations play only a small role in affecting the purchase decisions of their followers, according to research from influencer marketing platform Influencer and GlobalWebIndex.
In their survey of consumers in the UK and US who follow influencers on social media, just 15% said influencer endorsements motivate them to make a purchase – the tenth most common response. This rises to one-third (32%), though, among influencer followers who say they discover brands via creators.
In comparison, more than half of consumers who follow influencers say free delivery (57%) and offers/promotions (52%) would motivate them to make a purchase....