October 4, 2021
Bazaarvoice, a provider of product reviews and user-generated content (UGC) solutions, surveyed more than 9000 consumers across the UK, US, Canada, Germany, France and Australia to understand their attention to influencers (https://bit.ly/3CTw8Mx). The everyday social media user has become the preferred influencer to follow for 56% of consumers. Subject matter experts, from beauty gurus, to fashionistas, chefs, DIYERs and stay-at-home mums, are viewed as the most trusted to share authentic and genuine content (39%). They are often targeted by brands to recommend, sell, or post sponsored content for products relevant to their subject matter. 36% of UK respondents mostly follow celebrity influencers, but there is now a significantly lower level of trust associated with celebrities. 72% of consumers do not care about the number of social media followers they have, it is all about the content. Just 16% of UK consumers trust sponsored posts on social media. The power of an influencer lies in the trust and authenticity established between them and their audience, making transparency fundamental. Countries around the world have implemented various regulations to enforce that transparency. But 80% of consumers globally – rising to 85% in the UK – still want to see stricter rules for influencers to disclose editing or filters they used on published content. 32% of UK respondents want to see influencers who do not comply with advertising laws banned from social platforms permanently. 86% of consumers seek out authentic UGC before deciding to buy a product they have not personally tried before. 68% turn to UGC content for new tips and ideas for products they have used before. 37% of respondents say they are more likely to take product recommendations from the everyday influencer, with 44% keen to see those consumers receiving PR packages from brands.