This research should not please the influencers and all marketers who specialize in this sector. Social analytics platform EnTribe surveyed 819 U.S. consumers to learn more about their views on influencer campaigns. A key observation emerges from this survey: the unpopularity of powerful people. Thus, the majority of those surveyed say they prefer the opinions of ordinary buyers to the opinions of content creators.
Influencers have very bad press
In detail and in terms of numbers, 85% of respondents believe that influencers are paid to speak positively about a company and its products, which is generally true. Conversely, content created by regular users is considered to be much more trustworthy. car they are not interested in this matter. However, on can also regularly see cases review bombing, when Internet users give each other a word to destroy the reputation of a brand or cultural product, sometimes in a completely unfair way. Even more worrying for companies that communicate through this medium is that 29% of respondents say their brand image could be negatively affected by an influencer. Particularly upset by the latter: 64% of American consumers say they are not satisfied with the saturation of the content produced by these influencers due to their low reliability. Of course, this is just one study, and these numbers should be taken with a grain of salt. However, this is not the first time that Internet users have expressed their dissatisfaction with this issue. Such is the case with a survey recently conducted by Emplifi among 2,500 Britons. Analysts report that 57% of respondents do not trust influencer claims.
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