5 Trends in Influencer Marketing

5 � TRENDS IN INFLUNCER MARKETING

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WHAT’S T RENDING NOW

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1. THE RISE OF VISUAL INFLUENCERS

Communicating & Connecting Visually

83% of influencers have a Pinterest account

77% of influencers have an Instagram account

81% of influencers post images of favorite

brands/products on social sites

2. THE RE-EMERGENCE OF CONTENT AS KING

Brands Leverage Influencer Content

BRANDED PLATFORMS

CONTENT SYNDICATION

84% of Influencers seek authentic blog and social media content daily

91% of Moms trust bloggers’

content when seeking out product information online

3. T RACKING INFLUENCE T O POINT OF SALE

A Need for Innovation at Point of Sale

PROVING SOCIAL

MOBILE COUPOING

RETAIL POS SYSTEMS

of Moms have purchased a product after reading about it

on a blog

92%

4. NEW JOURNEY OF THE INFORMED CONSUMER

ONLINE RESEARCH

IMPACT OF REVIEWS

PURCHASE

Results from Online Research Drive Sales

98% 2% of Mom influencers rely on personal recommendations

from friends, peers or family members to make

purchase decisions

of Mom influencers trust recommendations directly

from a brands

only

67% of Moms are more likely to purchase a product if it received a high star rating

on e-commerce reviews

1

5. MAKING ADVOCACY PREDICTABLE

6 Steps to Predictability in Advocacy

In-Depth Analysis

Long-Term Tracking

High Volume

Opt-In Strategy

Alchemy of Give/Get

Authenticity Matter

2 3

4 5 6

v  

81% of Moms read 5+ blogs per

week

91% 65% 52% 25% 23%

Moms use social media daily

Moms embrace social media connectivity

v  v  

v  

When online, Moms engage with brands and bloggers for different reasons

Moms visit blogs to…

84% read authentic content

about topics that interest them

73% discover great new

products

71% research products they

are considering purchasing

68% find coupons and

promotions

When interacting with a brand online… 93%

91%

of Moms enter blog giveaways

of Moms redeem blog coupon codes

65%

of Moms comment on

blog posts

“the blogger’s lifestyle and interests match my own”

“the blogger has children around the same age as mine”

“the blogger is around the same age as me”

94% 62%

42%

Moms are more likely to read blogs if…

It is not written in an authentic voice

It is purely product focused with no story told around the experience

1. 63%

62% 2.

Moms are likely to stop reading a blog post if…

Authenticity matters

of Moms research online prior to making purchases 99%

94% of Moms TRUST products more for their families after they’ve done their own research

When doing product research online, Moms are most likely to click

on retail websites (e-commerce reviews) and blogger reviews for more information

Blogs influence Moms most when purchasing:

f   Y  B  

73%

Household Products

Food/ Beverage

Home Décor

65% 60%

of Moms TRUST blogs as a source of product information 91%

83% of Moms find the product recommendation of a blogger more authentic than traditional media messaging

76% of Moms have sought out information on blogs about a product they first learned about through traditional media

Moms rely on blogs for reliable information

Bloggers influence Moms purchasing habits

of Moms have purchased a product after hearing about

it from blogger

92%

of Moms TRUST social media recommendations for product information prior to purchase

76%

v  

of Moms are more likely to PURCHASE a product if the product is recommended by those they follow on social networking sites 69%

Social media recommendations drive purchase

E-commerce reviews influence Moms most

when purchasing:

Technology Items

Large-Ticket Items

63% 57%

of Moms are more likely to purchase a product if it receives a high star rating on ecommerce reviews

67%

Stacy DeBroff CEO/Founder

stacy@momcentral.com