Rakuten-2019意见领袖营销报告（英文）-2019.10-46页_25mb

Summary of the 2019 Influencer Marketing Global Survey

Core Content

The 2019 Influencer Marketing Global Survey, conducted by Rakuten Marketing in collaboration with Viga, provides insights into both consumer and marketer perspectives on influencer marketing. It explores how consumers engage with influencers, their shopping behaviors, and the factors that influence their trust and loyalty. On the marketer side, the survey evaluates how brands measure influencer performance, the payment models used, and the evolving relationship between brands and influencers.

Main Insights from Consumers

Frequency of Influencer Interaction

• 61% of consumers interact with influencers at least once a day.
• 35% engage with influencers multiple times a day.
• 32% shop online daily, while 48% browse or buy weekly.

Most Followed Influencer Types

• Entertainer influencers are the most followed (47%).
• Beauty influencers (43%) and celebrities (43%) are also highly followed.
• Fashion influencers are the fourth most followed (39%).

Gender Differences in Influencer Preferences

• Women are more likely to follow beauty (56%) and entertainer (48%) influencers.
• Men prefer gaming (54%) and technology (46%) influencers.

Platforms for Influencer Engagement

• Instagram is the most popular platform for following influencers (65%).
• YouTube and Facebook are also widely used, with 62% each.
• Instagram is preferred by women, while YouTube is favored by men.

Content Preferences

• 66% of consumers share content when they find it interesting and different.
• 69% typically share images from influencers, compared to 48% for video and 38% for written content.

Influencer Content and Purchasing Behavior

• 88% of consumers are inspired to make a purchase based on influencer content.
• 83% of US men and 89% of US women are inspired to buy through influencer recommendations.
• 74% of consumers have made purchases recommended by influencers, with 42% spending less than $100.

Sponsored Links and Trust

• 61% of consumers click on sponsored links to learn more about a product.
• 39% avoid sponsored links and search elsewhere.
• 43% trust influencers who disclose their relationship with a brand.
• 34% distrust reviews from sponsored posts, even if the influencer is trustworthy.
• 3% say sponsored content causes distrust in influencers or brands.

Reasons for Stopping Following Influencers

• 41% stop following due to lost interest over time.
• 37% stop following if the influencer doesn't align with their values.
• 35% stop following if the quality of content decreases.
• 33% stop following if an influencer posts too much sponsored content.

Key Takeaways

Authenticity and Transparency

• 46% of consumers believe good taste and passion are key to influencer authenticity.
• 34% value personal benefits from influencer content.
• 32% consider alignment with core values important.
• 31% see expert guidance as less critical to authenticity.

Influencer Discovery

• 53% of consumers discover new influencers through social media platform recommendations.
• 48% rely on friends and family for influencer discovery.
• 45% are influenced by celebrities or existing influencers to follow others.
• 32% discover influencers through giveaways.

Consumer-Driven Brand Discovery

• 41% of consumers discover at least one new brand or product weekly through influencers.
• 24% discover new products or brands daily.
• Influencers are a valuable source of inspiration for purchasing decisions.

Marketer Insights

Measuring Influencer Performance

• 71% of marketers can determine when an influencer is performing.
• 39% of US marketers would invest more in influencer programs if they could track the full consumer journey.
• Marketers track brand reach, brand awareness, traffic, and sales as key metrics.

Payment Models

• Position-based payment is the most common model (35% of marketers).
• First click and last click are also used, but last click is the least popular (25%).
• Equal credit to all touchpoints is used by 40% of marketers.

Influencer Collaboration

• 61% of marketers say influencers are open to suggestions.
• 18% believe influencers hold all the creative power.
• 40% of marketers say influencers are open to best practices.
• 23% of marketers say influencers are open about their payment methods.

Conclusion

The survey highlights the growing importance of influencer marketing in shaping consumer behavior and brand perception. Consumers are increasingly influenced by influencer content, with a strong preference for authenticity and transparency. Marketers are also investing more in influencer partnerships, emphasizing the need for effective measurement and collaborative approaches. Overall, the report underscores the value of influencers in driving both awareness and conversions, suggesting that brands should continue to leverage this channel for sustainable growth.