62% of social media users trust influencers more than celebrities: Report

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 18, 2022, 5:23 AM GMT+0

An Inc. report has noted that 46% of surveyed consumers claim to have purchased products promoted by influencers.

According to the report, 36% of respondents say influencer posts are the best way for brands to get customers to try new products. With 62% of social media users trusting influencers over celebrities, 60% of the respondents also claim to have engaged with a sponsored post.

Social media influencers reach 92% of all respondents between 18 and 29 years of age. When it comes to ad types, influencers’ posts are the top choice for 38.9% of consumers aged between 18 and 29 years old. The corresponding number for those between 30 and 33 years of age is 45.3%.

Adults aged 18 to 44 years are twice as likely to claim that influencer marketing posts are better than TV ads when it comes to encouraging them to try new products. As for social platforms, YouTube, Facebook, Instagram and TikTok are the top four picks for social media users. 

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