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Micro-Influencers Are Still an Important Channel in the Marketing Funnel
By Arjun RKWed, Oct 28 2020

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Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more than 800 peers of these individuals were surveyed to evaluate the impact of the recommendations they had received.

micro-influencers-are-still-an-important-channel-in-the-marketing-funnel

Below are the key findings –

How frequently are influencers sought out for their opinions?

  • Micro-influencers have up to 22.2 times more “buying conversations” that include product recommendations each week than an average consumer.
  • 87% of influencer recommendations happen face-to-face compared to 78% of general population recommendations.
  • Influencers are more direct in their recommendations with 74% encouraging someone to “buy it or try it” compared to 66% of the general population who encouraged those actions in their recommendations.

The value of an influencer recommendation

  • 82% of consumers are “highly likely” to follow a recommendation made by a micro-influencer, compared to 73% who are highly likely to act on a recommendation from an average person.
  • 53% of influencers’ recommendations happen at work, compared to 19% of general population recommendations.
  • 26% of the general population became aware of brands through friends & family while only 15% of influencers find brand information that way.

What drives influence?

  • Individuals that received recommendations were also asked to help shed light on what made an influencer more impactful.
  • 94% find an influencer’s recommendation more credible and believable.
  • 94% also believe that influencers are very knowledgeable when it comes to their selected niche and the products they recommend.
  • 92% of respondents feel that influencers are also better at explaining how products work.

The results show that micro-influencers are more valuable compared to the general population. While being passionate about or working in a particular category leads to an even higher impact than the average expert, the mere fact of being an expert leads to higher influence overall.

RELATED TOPICS
Expertcity Micro Influencers
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