After realizing that faces of famous and influential people can boost sales and general presence of the brand in the market, many companiesstarted embracing influencer marketing. Over time, the introduction of social media and the increased use of mobile phones influenced the way people interact. Thus, new forms of endorsements are being introduced day by day. Theincreased popularity of Twitter has made it possible for users to use the platform to source for reliable information on products.
“Nearly 40% of Twitter users say they’ve made a purchase as adirect result of a Tweet from an influencer.”
The stats above indicate a heavy reliance on the platform’s influencers in the purchasing decision. It means that celebrity endorsements are being combined with the word of mouth to create a huge impact on consumer attitude towards a brand.
To understand the value and impact of influencers on Twitter, below are the findings published in one of the Twitter blogs. The chances of making a purchase increased 2.7 times when buyers were exposed to the product through the company tweets. However, the purchase intent could go up 5.7 times if the tweets were from the both the brand and the influencer.
It was also noted that 49% of Twitter users would rely on recommendations made by influencers while 56% relied on recommendations made by friends and family. These numbers are a clear indication of how much influencers have impacted word of mouth marketing strategy on social media.
As of the time of the survey, it was reported that a third of all millennials were following Twitter and vine creators on the platform. This number was 47% more than their older counterparts. At the same time, 40% of twitter users reported following brands on the platform. The constantly increasing number of twitter users (and social media in general) is proving an ideal environment for influencers and influencer marketing.
Social media users have grown fond of influencers. One could argue that the rate at which some social media users interact with influencers have increased. It means that that these individuals spend their time following theactivities of influencers. These activities are simply content which can be inthe form of text, image, videos or a combination. In the end, these influencers gain a considerable level of trust that is enough for them to convince their followers about a product or a brand.
Based on the impact of tweets from influencers on the consumers’ decision to buy, it is evident that companies would rather invest in influencer marketing than doing product promotion on their own using their twitterhandles. Pairing influencer and brand tweets enhances the perception of the message making the potential client to be more than willing to purchase the product.
In the survey, 40% of respondents indicated that have followed brands on Twitter. More interesting facts showed that 60% of these respondents said they follow brands to more about the products. On the other hand, respondents said they mostly follow influencers for entertainment. Influencers are becoming the most preferable platform to be entertained and still be informed about the product. Having a similar information on the brands Twitter account creates trust and credibility and increases chances of making a purchase.
The increasing number of social media users will allow influencers gain more followers. Therefore, using influencers in the marketing strategy isstill a viable idea for companies seeking do something different in digital marketing.
Karp.K. (2016). New research: The value of influencers on Twitter.Retrieved from Twitter: https://blog.twitter.com/en_us/a/2016/new-research-the-value-of-influencers-on-twitter
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on socialmedia. Journal of Interactive Advertising, 19(1),58-73.
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