Influencer Marketing Stats Show Changing Trends, Micro-Influencers

Influencer marketing has become an important strategy for brands seeking to boost their popularity. Take a look at the influencer marketing stats that can help you take advantage of the trend in this infographic.

Changing influencer marketing stats and trends

The infographic notes that only 3% of US consumers are likely to buy products endorsed by popular celebrities. The figure becomes higher within 18-24 year-olds, with 10% saying that they will purchase products promoted by popular figures. These figures interestingly show that celebrity endorsers are not as impactful as once thought.

Instead, consumers said that they are more likely to purchase products based on the endorsements of regular people like them. This has lead to a shift towards micro-influencers: non-celebrity endorsers that belong to the same demographic groups as consumers. This includes the likes of food blogger Alex Aldeborgh.

example of micro influencer on instagram

Recent figures revealed that 30% of consumers are more likely to make their purchases based on the endorsements of micro-influencers.

Popular micro-influencer groups

Moms have become one of the important micro-influencer groups. The infographic noted that they are prolific at sharing content online:

  • 44.4% share images
  • 36.5% share news articles
  • 24.9% share videos

This makes turning moms into loyal brand advocates an effective marketing strategy.

Another group of micro-influencers that consumers best respond to are their peers. 76% of holiday shoppers are more likely to purchase products based on recommendations by friends on social media. Meanwhile, 57% purchase products based on the customer reviews they see on social media.

Check out the infographic below to get more insights into these changing influencer trends. Keep reading after the infographic for more of my thoughts on the data.

micro influencers infographic

Infographic provided by Collective Bias

Engaging influencers the right way

As seen from some of the above figures, social media has become the dominant channel for influencer-consumer engagements. In fact, 61% of consumers prefer getting their inspirations from social media. Influencers themselves noted this fact, with 80% saying that social networks work well for providing their audiences with content.

Pinterest still remains one of the most popular platforms for micro-influencers. 86% use the site for sharing food ideas, including well-recognized ones like Amanda Livesay.

example of micro influencer on pinterestest

Take advantage of this by making your Pinterest page more accessible and easier to navigate for influencers.

Creating better content for your influencers

Coming up with creative sponsored content for your chosen influencers will help your marketing goals. In fact, 30% of consumers purchase products because of well-created content. 37% said that the quality of the content helps get them to respond to content shared by influencers. Work with your influencers closely to develop content that will best suit their styles and better present your products through them.

These influencer marketing stats highlight just how much influencer marketing has developed. The projection is for it to continue growing. Be ready to jump on the trend with a well-executed influencer marketing strategy.