Influencer marketing study
Summary
Evolution of influencer marketing
The events experienced by individuals and businesses during 2020 have significantly boosted the growth of influencer marketing. This is what the study published by Hivency reveals. Among the major developments, we find a change in the mode of consumption with 87% of French people saying they have decided to favor online purchases after the health taiwan phone number crisis. We might have thought that this mode of consumption would only take place during periods of confinement, but this is not the case. Another very interesting point of this study is the impact of customer reviews on the purchase of products. Indeed, 94% of Internet users said that a positive review strongly encouraged them to buy a product. We previously knew the impact of a product review, but we were far from thinking that it had such a magnitude.
On the face of it, influencer marketing has made a huge leap forward in 2020 and this growth doesn't seem to be stopping there.
The best communication channels for businesses
It is no longer necessary to demonstrate that social networks represent essential communication channels for the development of businesses. A recently released study indicates that the most promising social networks currently are YouTube, Instagram and TikTok.
It goes without saying that depending on the company's marketing strategy, the social media chosen will not be the same. Tiktok is highly popular with young people aged 16 to 24 (41% of users are in this age group). YouTube, on the other hand, aims more to introduce new brands or products (90% of Internet users say they discover new ones through this channel). Finally, Instagram is used by 80% of Internet users to search for products or services.
The world of digital and more specifically influencer marketing has made a spectacular leap forward in recent years. It is essential for companies to follow current trends and adapt to new consumer habits on a permanent basis.