Users trust influencers

While the industry is still struggling internally with standards and market transparency, consumers are already further along: recommendations from influencers, YouTubers, Instagrammers and the like are winning over users in Germany. They attest to the high credibility of influencers and feel well informed about product presentations. This is shown by a recent study by the Berlin-based influencer marketing platform and software Influry on the "Importance of influencer marketing in Germany 2017". The first results have now been published in advance.

The Influry study analyzes the situation of this young advertising category in Germany. In a recent nationwide online survey conducted by Goldmedia, a total of 1,604 internet users over the age of 14 in Germany were asked about their information and purchasing behavior via social media channels.

Users are increasingly finding product information from influencers

One in seven internet users who also use their social media channels to search for information on products and services find them on influencers. (14.5 percent of respondents). Product information from influencers is particularly relevant for young people: Among 14 to 17-year-olds, more than a third (36%) find out about products in this way.

Influencers are a credible source of product recommendations

Just under a third (29%) of respondents stated that they find product presentations by influencers on the internet particularly credible. Among 18 to 23-year-olds, the figure is 35% and among 14 to 17-year-olds it is as high as 41%.

This puts influencers ahead of articles in newspapers and magazines (27%), recommendations from social media friends (26%), traditional print ads (12%) or TV commercials (7%) in the credibility ranking for product recommendations (based on all age groups). Only recommendations from friends (63%) and customer reviews on product pages (e.g. from Amazon or Zalando, 48%) are more important.

The survey also looked at the reasons for seeking information about products and services from influencers. Users stated that they particularly appreciate the feeling of being addressed personally by the influencer (29%). The convincing explanations of advantages and disadvantages (28%) and the fact that their recommendations make it easier to make decisions (28%) were also mentioned. Other reasons are the likeable charisma of the influencers (27%) and the entertaining presentation of the products (15%).

"Influencer marketing is authentic"

"There is currently a lot of discussion about the credibility of influencers. As studies are currently mainly analyzing acceptance among marketing decision-makers or the behavior of influencers, we have deliberately focused on the user perspective. We want to show how accepted influencers already are among consumers as a source of information and inspiration. For young users in particular, influencers bring a great deal of authenticity and credibility as well as inspiration for new brands and products into the advertising mix. As a result, influencers are rightly becoming an increasingly integral part of modern campaigns and communication concepts. However, credibility is a very valuable asset and can quickly be squandered. Everyone involved must handle it sensitively," says Influry Managing Director Levin Vostell.