Consumer survey shows significant unpopularity of influencers

Internet users generally prefer to read or hear testimonials from real customers

Influencers remain popular in marketing even though they are considered too expensive

To answer the question of how popular influencers are among consumers, Entribe commissioned a survey of 1,000 Americans over the age of 18. The full results of this survey can be found here.

What struck us the most when we saw the results was that 81% of the respondents said they weren’t convinced by influencers at all, which is a real fact signal alarm for everything profession. Similarly, 62% of internet users said they absolutely would not buy a product if it was promoted by a content creator on social media or other platforms. 29% say they hate unreliable influencers. Finally, only 12% of respondents say that a compelling product placement from an influencer can entice them to buy. This is not much, but if you look at the glass half full, it means that many Internet users may be induced to buy by viewing this content.

Influencers, darlings of marketing departments

Other surprising results from this survey included on notes that content created by other users is considered trustworthy. Thus, 91% of respondents appreciate that advertisers highlight the reviews of real consumers. 86% even find a more trusted brand when they do. Of course, one must beware of any hasty conclusions, and this is only a survey. But this seems to confirm the bad image of influencers with grand public. However, they remain one of the most important links in marketing. Thus, according to a survey commissioned by Capterra among 300 professionals at the beginning of the year, 64% of these professionals said they want to improve their skills budget allocated to influential people. But, paradoxically, 41% of professionals surveyed believe that influencers are overpaid. They even 40% say that it is difficult to discuss the level of their remuneration with them. You can read more about the findings of this study in our special article.

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