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89% of young people follow ‘relatable’ influencers

   Anne Freer | March 9, 2020

   Influencer
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   Gen Z and millennial shoppers prefer to follow influencers they
   consider relatable with 89% of survey respondents admitting that they
   followed creators who seemed like a nice person.

   That’s according to new research from Cassandra, the insights and
   cultural strategy group, which asked over 1,000 US and 500 UK young
   shoppers about their preferences.

   Around 85% of respondents said they wanted to follow influencers who
   were trying to make the world a better place.

     “Young consumers want to follow influencers who are relatable, who
     don’t act like influencers and who fit seamlessly into the social
     bubble they’ve curated on their feeds,” said Kathy Sheehan, Senior
     Vice President of Cassandra. “This is important knowledge for brands
     to understand when deciding to partner with an influencer as well as
     creating their brand’s online social media persona: be a friend, not
     a salesperson, and create content that fits within the context of
     the digital communities you want your brand to have influence over.”

   When it comes to the categories that attract the highest conversions,
   Cassandra found that 79% of consumers who followed beauty influencers
   were more likely to make a purchase in the same categories. Meanwhile,
   63% in the book category and 60% in interior design made a purchase.

   TV (47%) and cooking (47%) attracted some of the lowest scores in terms
   of conversions based on influencer posts.

     “Everyone is talking about influencers today, but understanding ROI
     remains a grey area in the space,” said Kathy Sheehan. “What I find
     interesting about our most recent findings is that we were able to
     correlate where the conversations are having an actual impact and
     driving purchase among Gen Zs and Millennials.”

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TikTok in China (Douyin) adds payment option

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   App Business

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   App Business

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   Influencer

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   App Business
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