Brand recommendations in social media

Facebook and Co. remain an essential seismograph of consumer sentiment for the German economy: This is underlined by a recent study conducted by the Macromedia University of Applied Sciences together with the Webguerillas agency. According to the study, one in three Germans has made a brand recommendation or a negative brand statement on the social web at least once in the past six months. More than half of these (54 percent) also go beyond the network of friends, according to the study "Brand Recommendations in Social Media." It is based on a representative online survey of 2,000 respondents between the ages of 18 and 65 in Germany and the USA and is the first international comparative study of recommendation behavior in social media and consumers' motives for doing so.

According to the study, 15.9 million online users are considered "recommenders. Around one in three of them sees themselves as particularly brand-savvy, communicative market experts: These consumers, 4.6 million in total in Germany, are so-called "influencers.

Characteristic of this group: They identify with the brands they follow on social media, use the social platforms on a daily basis, and are particularly strongly networked. In total, one in eleven Germans belongs to the group of influencers. In terms of sociodemographics, according to the analysis, they are above-averagely young, male and employed, and tend to have a higher level of formal education.

"Many consumers today deliberately seek contact with proven experts on the social web before deciding to buy a particular product. Influencer marketing is about connecting with those who are in demand as experts. In 2015, marketeers must rise to this challenge," says David Eicher, CEO of Webguerillas.

Three special types can be differentiated in influencer marketing: The "Brand Lovers" (27 percent) are very interested in the product and maintain a strong personal bond with the brand. They like to help other users with their experience and want to support their favorite companies. The "Brand Critics" (24 percent) want to get companies to react by criticizing the brand or simply vent their anger about a particular product. At the intersection of these two types are the "Brand Mavens" (23 percent). They can exert a particularly strong influence due to the combination of their fundamentally positive attitude toward the brand and their basic attitude as critical consumers.

Overall, 78 percent of influencers say they report both positively and negatively about brands and products - purely negative comments are the absolute exception at two percent. 54 percent of influencers write posts on blogs and forums every week. Another 64 percent comment on these at least once a week. Almost all influencers (99 percent) follow their favorite brands on Facebook, 89 percent on Twitter and another 75 percent on YouTube.

"The way people deal with and engage with brands on the social web is very similar in Germany and the USA. What's more, respondents in both countries cite the same motives for expressing their opinions about a brand or product on the web. The only difference is in the use of social media channels: Twitter is much more popular in the U.S.," explains Castulus Kolo, scientific project manager and dean of the Macromedia University of Applied Sciences.
The entire study is now available under this link  available for download (PDF).