Influencers are an increasingly used tool in marketing, and in fact. 86% of companies already have a strategy in place that includes them or hope to do so soon. After all, these youtubers, bloggers and social media “Figures” have a large network of followers. Who trust their opinions and are willing to try what they recommend. And when searching for the perfect influencer for a campaign. Marketers often focus on the number of followers of the influencer in question. Assuming that this will give them access to a larger audience, and therefore be more effective. However, it may be that the influence of purchase is greater among influencers who are less popular a priori.

This Is Revealed by a Study by the Wharton School and Keller

As the keller fay group explains: “Many marketers are trying to use celebrities as their influencer. Marketing solution, but they’re missing out on a much bigger opportunity. Our research shows that ‘real life’ influencers. Those who are passionate about what they recommend have many more. Conversations about purchases and consumers are more likely to follow their recommendations.” and it is that Spain B2B List the importance of influencer marketing has led brands to question. How exactly word of mouth impacts depending on the type of consumer who makes the recommendation. The study thus reveals who has the most influence and why. Which is a key tool for marketers to take advantage of this untapped opportunity.

82% of Those Surveyed Said They Were Likely to Follow a Recommendation

One of the most interesting findings of the study is that these micro-influencers have 22.2 times more weekly. Conversations about products and purchase recommendations than the average consumer. In addition, 82% of those surveyed said they were likely to follow. A recommendation made by a micro-influencer, shows that their power is much greater than previously thought. In addition, these experts or fans of a specific topic not only have more conversations about. Products but are also more direct in their recommendations. With 74% encouraging others to try or buy something. On the other hand, most purchase recommendations are made face-to-face, which multiplies their effectiveness.

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