Influencer marketing not only works for teens, according to study
Influencer marketing isn’t just effective with very young target audiences. As a recent study by Influry shows, product placements by YouTubers, Instagrammers, and others are already noticed by more than a quarter of all internet users in Germany. Influencer marketing has a strong sales-boosting effect—and not just among teenagers.
The study on the "Importance of Influencer Marketing in Germany 2017" analyzes the young advertising genre from the user's perspective. For this purpose, a total of 1604 Internet users over the age of 14 in Germany were asked about their information and purchasing behavior via social media channels in a current nationwide online survey. The study was conducted by the Goldmedia consulting and research group on behalf of Influry in April 2017. Influry offers online software for the automatic booking and management of influencer marketing campaigns.
Influencer product placements have the strongest impact on 18-23 year olds
In the survey, 26 percent of all Internet users in Germany said they notice product placements by influencers on social media.
However, particularly high approval ratings are by no means only found among teenagers: While a total of 37 percent in the 14-17 age group said they had already become aware of brands and products through influencer marketing, the highest figure of 39 percent is found among 18- to 23-year-olds. In the 24 to 29 age group, the figure is still 34 percent. Even among 30 to 49-year-olds, 23 percent - and thus just under a quarter - said they were aware of product placements by influencers.
Products are purchased through product placements
The study also recorded Internet users' willingness to buy. If we first look at those who consciously perceive branded content from influencers, 43 percent of 14- to 29-year-olds later buy the product presented. That is almost one in two in this age group. Among 30 to 49-year-olds, the figure is still 29 percent.
In terms of all Internet users, the study found that one in six 14- to 29-year-olds later bought a product or service presented by an influencer (16 percent). Among 14- to 17-year-olds, it is even one in five (20 percent) who are directly motivated to buy by influencers. The figure is still 7 percent among 30- to 49-year-olds.
Influry founder and CEO Levin Vostell: "So far, there is little reliable data on the impact of influencer marketing in Germany. With our study, we want to promote the professionalization of this still young industry and show that it is absolutely worthwhile for advertisers to use the reputation of influencers. A strategically planned integration of influencers into the marketing mix is a must. In this context, new tools and structures offer the opportunity to easily and quickly identify the right influencers and book them for target group-specific campaigns. Only then does influencer marketing offer immense potential. As our study clearly shows, influencer marketing by no means only works and sells among the very young target groups. It is therefore not just a teen issue."
