In 2018, 19% of all U.S. consumers — including 36% of those aged under 25 — purchased a product or service because a social media influencer recommended it. Unsurprisingly, U.S. companies have taken note: 75% relied on influencer marketing in 2018 and 92% of marketing managers declared their belief in its effectiveness.
Do Influencers Need to Tell Audiences They’re Getting Paid?
In some cases, disclosure might make people trust them more.
August 29, 2019
Summary.
This article presents research suggesting that disclosure by social media influencers of commercial relationships with the brands they promote may actually increase rather than compromise their perceived expertise and authenticity. The researchers conclude that companies should encourage influencers to disclose and form long-term relationships with them.