New data from Matter Communications reveals customers are making purchases based on influencers who are relatable, original content or provide credible expertise. Only 11% of consumers prefer celebrity influencers – a notable reduction from Matter’s 2020 Influencer Survey (17-22%).
And when asked what the most important attribute was when learning about a company, product or brand, consumers’ top choice was authenticity (39%). Matter is a Brand Elevation Agency that integrates PR, marketing and creative services
into content-rich campaigns that inspire action and build value. Founded in 2003, with eight offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology , professional services and consumer markets. Matter surveyed more than 1,000 U.S.
consumers to uncover how social media consumption, influencer perceptions and purchasing habits have evolved in the past year. 69% of respondents are likely to trust a friend, family member or influencer recommendation over information coming directly from a brand.
Consumers Want Real Influencers The types of influencer personalities consumers find most appealing when deciding to follow on social media are: Relatable personalities (61%) Expert personalities (43%) Just-for-fun personalities (32%) Aspirational personalities (28%) “Collaborating with the right influencers is the difference between a good campaign and a great campaign,” said Mandy Mladenoff, President of Matter .
“Combining AI and data-driven technology with the deep experience of our influencer team, we can quickly identify and build real relationships with the influencers who most genuinely capture…
