Consumers are now relying on recommendations from product experts instead.
A research commissioned by The Desire Company, for which 1,000 US adults were surveyed, has revealed that 87% of the respondents are of the opinion that influencers might not even use the products they advertise. Similarly, only 11% of the respondents believe social media influencers with millions of followers are trustworthy sources of information.
According to the report, 82% of customers who have purchased something based on an influencers’ pitch have had a negative experience with the product. About 41% of them claim that the products did not match the influencers’ claims. As a result, 42% of customers who have dealt with the consequences of an influencer-recommended product are unlikely to purchase from that company ever again.
Instead of social media influencers, 53% of US consumers now rely on recommendations from product experts. 51% of the respondents also agree that they only need expert product demonstrations to confidently make purchases.
Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings
[3 minute read]