Netinfluencer explores all of the key findings in the Breaking Traditions: The Power of Integrating Creators with Traditional Media report.
As the world becomes more aware of the power of influencer marketing, an array of cultural shifts have occurred. This has led to many brands engaging with content creators over traditional celebrities to help them receive more engagement and power over their competitors. Influencer’s latest report highlights how these shifts have caused a great impact on consumers and their buying power.
Who Conducted the Survey?
The Breaking Traditions: The Power of Integrating Creators with Traditional Media report was carried out by Influencer in collaboration with GWI and Mediacom. Influencer delivers optimized marketing campaigns that aim to achieve a brand’s key goals and encourage virality across a wealth of social media platforms.
GWI conducts a plethora of audience research tactics to collect valuable data that can then be used in a variety of ways. Their work helps to express essential consumer trends, as well as offers businesses access to a variety of market segments.
Mediacom uses a range of high-end digital marketing resources to create impactful campaigns for brands around the world. A notable example is when they redesigned a selection of classic paintings to help promote Dulux’s anti-allergen paint.
In order to collect the data for the Breaking Traditions report, Influencer released a custom survey in May 2022. This survey called upon internet users who follow content creators, creating a sample of those aged between 16-64. Out of the 2003 candidates, 1000 people were from the UK and the rest were from the US.
This report also refers to the data from GWI Core, a study that provides more in-depth insight into consumer behavior in both the UK and the US.
Three Key Takeaways
The Breaking Traditions report offers an assortment of interesting findings, helping to broaden our understanding of this ever-growing market. Listed below are just three key takeaways from this report.
- 73% of Gen Z and 70% of Millennials see creators and brands collaborate in an average week.
- 63% of those that enjoy creators featuring outside of social media say it immediately grabs their attention.
- 57% of consumers have purchased a beauty product after seeing an endorsement by a creator.
What Does This Mean for Influencer Marketing?
The first key finding from this report indicates that the younger generations are more aware of influencer marketing campaigns. These statistics also elucidate that these demographics are spending more time on social media and are potentially more inclined to engage with the content produced. Yet, Influencer informs us that older generations are also becoming more aware of the power of brand collaborations. 61% of Gen X and 42% of Baby Boomers also report seeing partnerships within an average week. This further shows that influencer marketing campaigns have the power to appease every type of age demographic.
This report also states that over 60% of candidates are drawn to influencer campaigns that occur outside of social media. This can refer to television ads, billboards, and radio ads. In addition, the report states that 41% of the sample would like to see more influencers on streaming service ads. These findings show that generic consumers enjoy seeing content creators indulge in new projects and are still influenced by their work even when they move away from their traditional platforms.
Finally, the Breaking Traditions report indicates that beauty influencers have the most impact on a consumer’s buying habits. Moreover, across all of the categories expressed in this report, at least one-third of consumers believe they are more likely to engage with a brand if their products are endorsed by influencers. As such, consumers are becoming more in tune with an influencer’s recommendations, regardless of the niche.
Link to the Survey
The Breaking Traditions: The Power of Integrating Creators with Traditional Media report can be found on Influencer’s website. You can also discover more about their leading campaigns as well as a collection of influencer marketing playbooks.