* Home * Services + Influencer marketing + Events + Trainings -- -- + Trainings + PING Ethics * Influencers * Articles * CONTACTS -- -- * Home * Services + Influencer marketing + Events + Trainings -- -- + Trainings + PING Ethics * Influencers * Articles * CONTACTS -- -- * Home * Services + Influencer marketing + Events + Trainings -- -- + Trainings + PING Ethics * Influencers * Articles * CONTACTS -- -- * ENG young people trust influencers 04 -- -- Oct Young people trust social media influencers more than traditional advertising PING Helsinki -- -- According to a survey conducted by PING Helsinki, young people are behaving very differently in social media compared to older generations. They trust social media influencers even more than traditional advertising. Under 25-year-olds are very devoted to -- traditional advertising. Under 25-year-olds are very devoted to influencers’ contents whereas over 55-year-olds are more critical. Young people, aged 15-24, are significantly more committed to social -- -- Young people, aged 15-24, are significantly more committed to social media influencers than older age groups. They follow influencers more regularly, engage more actively in their content and trust the -- regularly, engage more actively in their content and trust the influencers more. For a young social media user influencer is like a friend whose opinions and recommendations are trusted. Older age groups, especially those over the age of 55, are not so familiar with -- -- friend whose opinions and recommendations are trusted. Older age groups, especially those over the age of 55, are not so familiar with influencers and therefore it is harder for them to trust the content influencers’ are sharing. Hanna Reinikainen, a doctoral researcher at the School of Economics at -- -- “The youth has a strong and very interactive relationship with influencers, which seems to build trust. The age group aged 55+ does not have that kind of relationship with influencers so the trust doesn’t necessarily develop”, says Reinikainen. -- -- trust doesn’t necessarily develop”, says Reinikainen. Social media influencers have an effect on all kinds of topics from daily life to societal decisions -- -- life to societal decisions Social media influencers have power especially over young people’s behavior. Almost half of the young respondents say that the -- behavior. Almost half of the young respondents say that the influencers’ content has affected their behavior not only in everyday decisions but also in topics such as climate change, education, career -- decisions but also in topics such as climate change, education, career choices and elections. Older generations feel that influencers don’t have that much influence in social matters. YouTube is a mass media for everyone, podcasts are on the rise -- -- Almost a third of those under the age of 34 listen to podcasts on a weekly basis. Particularly popular are influencers’ podcasts. Newer channels such as TikTok and Twitch are also followed at least once a month by more than a quarter of under 24-year-olds. -- -- month by more than a quarter of under 24-year-olds. Research: How do influencers influence? Social media influencers reliability and impact from an audience perspective For the study, Finns aged 15-65 were interviewed about the use of -- -- For the study, Finns aged 15-65 were interviewed about the use of social media and following influencers. The data collection was carried out from April 17 to April 30, 2019 through a web panel. There were a total of 1027 respondents. The sample is representative of the -- -- Creating ambassadors through Instagram - the #InstatripLV experience Influencer marketing trends 2020 - The future of marketing is humane Gaining competitive advantage through connecting on an emotional level 0Shares -- -- PING Helsinki Matchmaker Emmi Nuorgam Chosen as One of the Top 50 Most Prominent Influencer Marketing Professionals PING HelsinkiArticle0