Influencer-Loving Consumers More Likely to Post Reviews

Bringing this week’s influencer marketing focus to a close, today’s chart looks at the frequency of online reviewing among internet users who are receptive to marketing through influencers.

“Influenced” consumers are those who say they discover new brands, products or services via celebrity endorsements, expert bloggers or vloggers.

Over half posted a review last month, putting this segment 26% ahead of the average digital consumer for this behavior.

This highlights a potential knock-on effect of influencer marketing, where a major influencer with a following can trigger others to share their opinions about brands or products online.

And with over a third of consumers saying they mainly look to consumer reviews for online research prior to purchase, the impact of brands having influencers aboard to motivate others to spread a message in this way could be highly lucrative.

This pattern holds true across all the age brackets, with these “influenced” consumers ahead of others their age for reviewing brands online. And it’s these consumers from the 25-44 age group who are particularly enthusiastic about writing reviews, with 6 in 10 doing so last month.

Regionally, the same is true, as these consumers are more motivated than average to be leaving their own reviews each month. It’s in Europe and North America where these consumers have the greatest lead when compared to other digital consumers from their region, sitting at least 35% ahead for this figure.

Influencers allow brands to reach consumers through more authentic, experiential marketing which offers entertainment value beyond more traditional advertising forms.

And as content and community is craved by the future key Generation Z, this form of marketing should be at the forefront of many marketers’ minds.

Influenced consumers are those who say they discover new brands, products or services via celebrity endorsements, expert bloggers or vloggers.