1. 84% of consumers take action based on the opinion of others
And according to whalar, 81% of consumers are influenced by friends’ social media posts. This is in contrast to the abysmal engagement rates seen in traditional media advertising like TV spots and pre-roll ads on sites like YouTube. People have learned to ignore direct advertising.
2. 75% of marketers are using influencer marketing
This is the biggest development in the last 2 years. Brands have learned the value of influencer marketing, and the money is really starting to flow in. Now, even the biggest companies are realizing the value that community influencers can add to their brands. According to Forbes, 75% of marketers are using influencer marketing now.
3. Consumer retention
Marketing-inspired word-of-mouth generates more than 2x the sales of paid advertising while having the added benefit of a higher consumer retention rate.
In the age of click-bait, retention is king. Now that getting people to click on a link is easier than ever, impressions and clicks are much less valuable. For example, the famous Youtube makeup guru, Michelle Phan, became popular by offering makeup tutorials and demonstrations. Over the course of a few years, Michelle has gained more than 6 million channel subscribers and has built a huge personal brand. She now runs campaigns with large beauty firms such as L’Oreal.