New York and Toronto – New research on consumer buying behavior assesses the sway of Tinseltown versus the tantalizers of Tik Tok.
Answer: Celebrities and social media influencers can both move product, but more shoppers place their faith in recommendations in the latter.
- 53% of the Americans surveyed said they are more likely to buy a product from an influencer, compared to about 47% who said a celebrity is more likely to impact their behavior.
- When asked who they are most likely to turn to when looking to purchase products, 31% said a social media influencer. Only 10% said a celebrity endorser, while more than half (59%) said a close friend or family member.
- 46.4% said they feel like “they know” the influencers they follow on social media a moderate amount.
- 60.6% said they wished they were a content creator and cited lack of self-confidence as what’s preventing them from becoming a content creator.
Conducted through Propeller Research, the new research is based on a survey of more than 1,000 Americans aged 18+ and was sponsored by #paid, a creator marketing platform.
“While celebrities may be losing their influence on buying behavior through social media, the power of content could not be stronger,” said #paid co-founder and CEO Bryan Gold. “The creator economy is exploding with new opportunities for creators and brands to build authentic connections.”
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April 22, 2022 at 12:12AM
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Who sells it best? Influencers vie with celebrities for clout - Home Textiles Today
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