Influencer marketing is becoming increasingly relevant in the business and communications landscape.
The InSIdE Observatory, a project launched by the Italian branch of Pulse Advertising, has conducted in-depth research on creators and their communities, offering interesting insights into the behavior of influencers and their audiences. This third wave of research focuses on follower engagement and the purchasing decisions resulting from influencers' social media communications.
It turns out that in Italy, an average of 7 million people currently follow 11 or more influencers. In total, 28 million Italians follow at least one influencer, while 21 million follow more than two. These numbers indicate the broad reach of influencers in reaching a large audience and demonstrate the importance companies should place on influencer marketing.
Social media has become an essential communication channel, allowing anyone to broadcast messages and directly and immediately influence millions of people. Even small business owners can use social networks to reach a large audience of profiled users, turning them into potential customers.
In Italy, around 7 million people follow an average of 11 or more influencers
The survey also showed that social media preferences vary by age: Generation Z prefers YouTube, Instagram, and TikTok, while Millennials spend more time on Instagram, Telegram, and Facebook. Generation X and Boomers demonstrate a preference for Facebook. This difference in preferences also depends on the ability to use third-party features and tools for content creation and interaction with other users.
Popular topics include cooking, food, travel, music, clothing, and technology.
It might interest you
Double luck with 47 and 72: today's Lotto and 10eLotto surprises
Juve Stabia defeats Palermo: Cacciamani's goal puts the Wasps back in the play-off zone.
Arzano, Puc: The positive opinion is just an illusion. Councilor Luigi De Rosa's attack
Naples, "Mergellina is untouchable": the former president of the Environment Commission opposes the expansion.
From a credibility perspective, transparency and authenticity are key values for influencers. Audiences realize that social media doesn't entirely reflect influencers' daily lives, but this doesn't prevent them from accepting messages with awareness. However, Boomers are less appreciative of manufactured and advertising messages than younger generations.
Public trust in influencers is high, especially in Generation Z, who trust their advice. However, Boomers trust the brand itself more. This shows how the new generations experience the online world not only as a set of content, but also as a place of relationships, interactions and feelings.
Sectors such as beauty, fashion, cooking, cinema and video games are the most followed
Influencer marketing can have a significant impact on audiences' purchasing decisions. Most audiences consider products recommended by influencers, and overall, more than 50% of followers consider purchasing products suggested by creators. This makes influencers' audiences a potential customer base for companies.
Finally, the results show which product sectors are most susceptible to influencers' influence. Industries such as beauty, fashion, food, film, and video games have a greater impact on the public's purchasing decisions. However, Gen Z stands out for their interest in products recommended by influencers.
In conclusion, influencer marketing is an effective approach to reach audiences and influence their purchasing decisions. Influencers play an important role in shaping consumer opinions and preferences, and companies should carefully consider this strategy in their marketing strategies.
Leave a comment