The end of the mega-influencers?
An impact study shows that it is not a reach of millions that determines success, but rather a completely different DNA made up of likability and authenticity.
A new impact study by the Content Marketing Forum (CMF) calls into question everything that was previously considered a recipe for success in influencer marketing: the impact of genuine connections goes far beyond reach. Success is not determined by a reach of millions, but by a DNA of likeability and authenticity.
The figures are clear and are shaking up an entire industry: "We are experiencing the end of the reach craze," explains Regina Karnapp, Managing Director of the CMF. "The future belongs to authentic connections." Under the scientific direction of Prof. Dr. Clemens Koob, Scion Research Labs surveyed over 1600 people from Germany, Austria and Switzerland. The result: the favorite influencers achieve above-average ratings in all measured success factors. Reach plays no role at all: two thirds of respondents have favorite influencers from the medium reach categories.
To find out what it takes to be a "favorite influencer", the researchers went one step further and deciphered the code of successful creators. The hierarchy is clear: friendliness is at the top - the most important single factor of all. This is followed by likeability, trustworthiness, competence and honesty in almost equal measure - the clear labeling of paid content is the main contributor to this.
Heart over head
The study thus reveals a marketing revolution: three quarters of followers cognitively engage intensively with brand posts from their favorite influencers - significantly more than with traditional advertising on social media. In a direct comparison, influencer content even achieves the highest average impact, followed by brand posts, digital company content and printed customer magazines.
Even more fascinating: almost half of them really miss their favorite influencers when there are no posts. A strong basis for a conversion rate that can clearly outshine traditional advertising formats. Two thirds of followers want to try out recommended brands, and more than half actually intend to buy. This is how influencer content works along the entire customer journey: the vast majority become aware of new products, receive useful brand information, develop positive brand perception, build brand preference and are persuaded to make direct purchases. Anyone who thinks this only applies to digital natives is mistaken: influencer marketing works across all age groups and educational levels. Higher-educated people in particular have an above-average positive reaction. Such positive experiences with influencer content and the person behind it lead directly to greater engagement and higher marketing effectiveness. "Favorite influencers create trust." The "Influencer Content Marketing: Experiences & Effects" study was commissioned by the Content Marketing Forum and scientifically led by Prof. Dr. Clemens Koob. Over 1,600 people from the DACH region were surveyed on a representative basis, says Olaf Wolff, 1st Chairman of the CMF. "They treat their followers like personal friends - and friends are trusted.
What's next?
The study provides clear recommendations for action: Companies should give preference to micro and macro influencers, prioritize authenticity over reach, promote transparency, build long-term partnerships and ensure content quality. The focus must be on genuine relationships, not bought attention. The results thus mark a turning point, as strong influencer marketing is based primarily on the fit between people and content, because influencers who focus on likeability, expertise and transparency create a lasting impact.
"The study results make it clear that influencer marketing must be carefully planned in order to achieve maximum impact," summarizes Olaf Wolff. "Appropriate content and choosing the right influencer are the key factors for success."
About the study
The "Influencer Content Marketing: Experiences & Effects" study was commissioned by the Content Marketing Forum e.V. and scientifically managed by Prof. Dr. Clemens Koob. Over 1600 people from the DACH region were surveyed on a representative basis.
"Influencer marketing has the potential to have a much greater impact than comparable communication channels."
Olaf Wollf, Chairman of the CMF.
