Influencers Drive Purchases

Influencers Drive Sales, But Authenticity Takes a Backseat, Study Finds

New research reveals that almost half of consumers (49%) make regular purchases influenced by influencers, with trust in these figures on the rise. However, a shift is happening:

• Authenticity is losing its appeal: Especially for Gen Z, where follower count (47%) trumps authenticity (35%) as the most valued influencer trait.

• AI influencers create mixed feelings: While 37% of consumers show interest in brands using AI influencers, an equal number express distrust.

• Influencers become feedback channels: Consumers, particularly Gen Z and frequent buyers, are increasingly likely to share product feedback with influencers over brands.

• Platform preferences vary: Instagram dominates overall, but Gen Z leans towards TikTok, while Gen X and Boomers favor Facebook.

Key takeaways for brands:

• Engage with influencers strategically: Tap into their growing role as trusted voices and feedback channels.

• Prioritize genuine, unbiased reviews: Offer exclusive discounts or promo codes to further incentivize engagement with influencer content.

• Navigate the AI landscape carefully: While AI presents opportunities, understand the potential for consumer distrust.

• Tailor your influencer marketing: Consider age-specific platform preferences and content interests.

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