Influencer marketing found to have little impact

A new study by Kaizen has revealed influencer marketing could be the worst way for your business to spend its marketing budget. The study found influencers have very little impact on increasing a brand’s search rankings or social shares.

The news comes following hot on the heels of a survey by popular smartphone manufacturer, Oppo, which found one in four Australian young people would like a career as an influencer.

The Kaizen study compared content from the travel sector on factors like URL Ratings, the number of Referring Domains and the number of Social Shares. The study revealed the best form of content for visible results to be interactive content.

Even on social shares, where influencers are expected to excel, the reliability of success was low. And among successful pieces the number of shares was likely to be much lower – comapred to other content formats.

Breaking down the content types, Kaizen found:

  • Interactive content gained an average of 4136 social shares.
  • Influencer posts gained an average of 151.8 social shares.
  • Non-influencer posts gained an average of 1384.7 social shares.
  • Videos gained an average of 1221.5 social shares.

While businesses may do better to place their marketing spend elsewhere, the impact of influencers is still strongly felt amongst the 18-24 year age group.  52 per cent of 18-24-year-olds said they have made a purchase or travel decision based on a social media influencers’ endorsement.

The OPPO study, which shines a light on young Australians’ perceptions of social media influencers has revealed:

  • 86 per cent of Gen Z would take on a fulltime job as an influencer if given the opportunity.
  • A whopping 73 per cent of young Australians say the number of followers and likes they get on instagram is important to them, with 45 per cent saying they get anxious about the number of likes they’ll get when posting on Instagram.
  • 42 per cent of young Aussies have admitted to actively trying to build their Instagram following, with 19 per cent previously researching tips on how to become an influencer and 37 per cent using third party apps to edit their photos for social media.
  • The most commonly followed accounts are beauty and fashion (52 per cent), travel (44 per cent) and fitness (40 per cent).

 

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Cec is the managing editor of KBB. She is a multimedia professional with over fifteen years experience as an editor on titles as diverse as SX, CULT, Better Pictures, Total Rock, MTV, fasterlouder, mynikonlife and Fantastic Living. She has spent the past four years working as a news journalist covering all the issues that matter in the political, health and LGBTIQ arena. She is the Head of Content at Pinstripe Media and a recent convert to the world of small business.

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