Proof Points: 50 Influencer Marketing Stats

February 2, 2017

Holly Pavlika

SVP, Marketing & Content at Collective Bias
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No doubt this year saw amazing growth around influencer marketing. It was the topic everyone was talking about. From selecting the right influencers to selecting the right partner, marketers were looking for proof points and reasons to believe in influencer marketing and it’s power. We’ve curated some of the best stats for you and you can find them below.

But there’s no better proof point then a client testimonial. Our Purina client, James Sun, Brand Manager, had this to say, “After vetting 10 different influencer networks, Collective Bias rose to the top as a great strategic partner who proactively seeks to understand our business needs and objectives while providing the best consultative recommendations to advance our business. There is a lot of trust in this relationship to deliver strong analytical performance: strong ROAS, quality and reach.”

  1. Just 3% of US consumers that said they would be most likely to consider buying a product in-store if a celebrity endorsed it. (Collective Bias study)

  2. Non-celebrities are the people who hold the most power, as 30% of consumers are more likely to purchase a product promoted by a regular person. (Collective Bias study)

  3. Only 1 in 10 respondents ages 18 – 24 said they were likely to purchase the product promoted by a famous pet face – a demographic that tends to be social media power users. (Collective Bias study)

  4. 65% of pet owners post about their pet on social. (Petcare US)

  5. Close to half (44.4%) of product-loyal moms surveyed share images on social media. (Collective Bias study)

  6. More than a third (36.5%) of moms share news articles on social media. (Collective Bias study)

  7. Video also plays a role in social sharing as roughly a quarter (24.9%) of product-loyal moms share videos on social media. (Collective Bias study)

  8. Peer endorsements tend to have a stronger impact as nearly 1 in 5 respondents say they are influence by peer posts when developing their lists. (Collective Bias study)

  9. Almost 1 in 10 respondents noted they are influenced by brand-related social ads/posts when writing their grocery lists. (Collective Bias study)

  10. Consumers spend an average of 2 minutes, 8 seconds on Collective Bias influencer content. This is almost seven times longer than the digital display ad average of 19.2 seconds based on viewability standards by Moat Analytics.

  11. 92 percent of people trust recommendations from people over brands, even if they don’t know them. (Source)

  12. 74 percent of consumers use social media to make purchase decisions. (Source)

  13. 51 percent of marketers believe they get better customers from influencer marketing, because the relationship started with trust in the influencer. (Source)

  14. 84 percent of consumers say they trust peer recommendations above all other sources of advertising. (Source)

  15. 84% of consumers reported always or sometimes taking action based on personal recommendations. [Nielsen]

  16. Influencer marketing is the fastest growing channel for customer acquisition. (Source)

  17. 76% of marketers consider influencer engagement effective in garnering customer loyalty. (Source)

  18. Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising. (Source)
  19. 60% of teens are more likely to believe and buy from YouTube stars than movie stars. (Source)

  20. 97% of the conversations around beauty products and brands on YouTube are controlled by beauty vloggers. (Source)

  21. People referred by loyal customers have a 37% higher retention rate. (Source)

  22. 59% of marketers use influencer engagement campaigns for product launches and content creation. (Source)

  23. 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. [Ogilvy/Google/TNS]

  24. Word-of-mouth has been shown to improve marketing effectiveness by up to 54%. [MarketShare]

  25. Facebook gets the most social engagement– 9 out of 10 shares. (Fractl)

  26. 20% of women will consider purchasing products supported by influencers.

  27. Influencers sharing your content can lead to a 3 to 10 times increase in conversion rates.

  28. 77% of brand conversations on social media are people looking for advice, information, or help. [Mention]

  29. 81% also said they’re influenced by what their friends share on social media. [Market Force]

  30. Millennials ranked word-of-mouth as the #1 influencer in their purchasing decisions about clothes, packaged goods, big-ticket items (like travel and electronics), and financial products. [Radius Global]

  31. Baby Boomers also ranked word-of-mouth as being most influential in their purchasing decisions about big-ticket items and financial products. [Radius Global]

  32. 43% of social media users report buying a product after sharing or favoriting it on Facebook, Twitter, or Pinterest. [VisionCritical]

  33. Over half of purchases inspired by social media sharing occur within 1 week of sharing or favoriting the item. [VisionCritical]

  34. 80% of purchases resulting from social media shares occur within 3 weeks of sharing. [VisionCritical]

  35. The average value of a Facebook fan in certain consumer categories is $174. [Syncapse]

  36. On social media, 58% of consumers share their positive experiences with a company, and ask family, colleagues, and friends for their opinions about brands. [SDL]

  37. 23% of marketing professionals consider influencer engagement strategy for SEO purposes. (Source)

  38. 67% of marketing professionals identify content promotion as the main benefit obtained from working with influencers. (Source)

  39. Content marketing really needs influencer marketing to succeed. (Source)

  40. 37 percent better retention is reported for customer acquired through word-of-mouth advertising. (Source)

  41. 25 percent of web traffic is driven by Facebook alone. Social is supplanting search for content discovery and Facebook’s 1.5 billion users are helping that happen. Their video play growth is huge, as well. (Source)

  42. 80% of consumers access social media networks on their mobile device. (Source)

  43. 45% of respondents look at user-generated images for inspiration once a day or more. (Olapic)

  44. Respondents trust images of other consumers on social media 7X more than advertising. (Olapic)

  45. 18 to 24 year olds are more than 2x as likely than 45 to 54 year olds to use social media for health-related discussions. (Mediabistro)

  46. More than half (56%) of those living in the lowest-income households now use social media. (Source)

  47. 49% of people say they rely on recommendations from influencers when making purchase decisions. (Twitter and Annalect, 2016)

  48. Twitter users report a 5.2X increase in purchase intent when exposed to promotional content from influencers. (Twitter and Annalect, 2016)

  49. 73% of Millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions. (Fleishman-Hillard PR & Hearst Magazine)

  50. 56% are more likely to buy a product after seeing it featured in a positive or relatable user-generated image. (Olapic)

PIN IT

From selecting the right influencers to selecting the right partner, marketers were looking for proof points and reasons to believe in influencer marketing and it’s power.

Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page

Holly Pavlika

SVP, Marketing & Content at Collective Bias

Holly oversees marketing and PR. Holly, also a blogger, founded MOMentumNation while serving as the Executive Creative Director and Managing Director at Big Fuel, a pure play social media agency. She is an award-winning creative marketing industry veteran who was recognized in 2012 by Klout as the “most influential agency person” and uses her voice for social good with 10X10 Educate Girls, Every Mother Counts, Global Poverty Project and the UN Foundation Shot@Life campaign.