Consumers underestimate the impact influencer marketing has on their buying decisions

Only 16% of consumers consider influencer marketing the most influential factor in their buying decisions. However, nearly half report making purchases daily, weekly, or monthly due to influencer posts. In fact, 86% of consumers make at least one purchase inspired by an influencer each year.

The traits consumers value in influencers differ by buying behavior

Consumers who make daily or weekly purchases (“frequent buyers”) are typically Millennials or Gen Z and value an influencer’s posting frequency and follower count more highly. In contrast, less frequent buyers, who are generally older, prioritize authenticity and alignment with their personal values.

Influencer trust remains steady overall but is rising in certain groups, particularly among younger generations and frequent buyers. Nearly half of consumers trust influencers just as much as they did six months ago, while nearly 30% report increased trust. Millennials and Gen Z exhibit higher trust levels in influencers compared to Gen X and Baby Boomers.

Frequent buyers are almost twice as likely to trust influencers compared to monthly buyers and three times more than quarterly buyers. The trend of “de-influencing” is a factor, but younger consumers are also more conscious of influencer marketing’s impact on their buying decisions. For Millennials and Gen Z, influencer marketing is the norm.

Consumers are bringing influencers into the product feedback loop

Gen Z and frequent buyers are more inclined to share product feedback with influencers instead of directly with the brands. Moving forward, care teams and marketers will need to collaborate more closely with influencers to effectively capture and respond to these valuable customer insights.

Explore exclusive insights into Influencer marketing and how has changed the way we shop. Continue reading and download the report now!

• Consumers underestimate the impact influencer marketing has on their buying decisions
• The traits consumers value in influencers differ by buying behavior
• Consumers are bringing influencers into the product feedback loop
• The bottom line
• About the data
• About Sprout Social

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