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Influencers can sway the decisions of consumers. Research shows 47% of Gen Z and 41% of millennials choose to follow and buy from influencers, according to Insider Intelligence. Social media influencers’ impact on youth can’t be denied. As the buying power of these generations grows, influencer marketing will become a preferred way to connect with consumers. Through a consistent, engaging presence in a follower’s feed, influencers build a trusted relationship. Brands can tap into that relationship to alter consumer choices. Here’s a closer look at the impact of influencer marketing on consumer behavior:

Brand awareness increases

By working with an influencer, brands build brand awareness. Asking an influencer to endorse a product or host an event is an appealing way to advertise. It offers a more organic, positive endorsement than other pushy, in-your-face ads. 

An influencer’s approach is more subtle because the content looks and feels like their usual posts. The result is a boost in brand awareness. 

Sales likely rise

Consumers trust influencers, so when an influencer promotes a product, followers listen. Half of all respondents now say that they’ve purchased a product after seeing it used by a social media influencer, according to the 2023 Trust in Influencer Marketing report from IZEA.

The impact of influencers on online purchase intent is real. Take, for example, the TikTok hashtag #TikTokMadeMeBuyIt. The hashtag, which has 8.1 billion views, is full of consumers motivated to buy a product because they saw their favorite TikTok influencer endorse a must-have makeup or a kitchen gadget. 

Bottom line: A long-term relationship with an influencer can directly impact sales.

Brands build trust through association

A growing number of consumers relate to everyday influencers over the Hollywood elite, according to IZEA’s Trust in Influencer Marketing Report. Sixty-two percent of social media users say they trust influencers over celebrities.

Why? An impact of influencer marketing on consumer behavior research paper says an influencer’s attitude, prior experience, and credibility play a role. 

But, simply put, consumers gravitate towards influencers because they’re authentic and trustworthy. When a brand collaborates with an influencer, they gain trust through association. 

Influencer marketing has been compared to a modern-day friend referral. If your BFF suggests a new product while you’re out to dinner, you listen. Influencer marketing is similar. Consumers trust influencers’ suggestions, even though their relationship is (most likely) purely virtual.  

New customers are more likely to try your product

It’s not easy to convert a potential customer into a paying one. Brands use a wealth of advertising and marketing tactics to introduce their product to a new audience and encourage them to buy. Working a prospect through the sales funnel can take time, but influencers can help.

Thirty-five percent of consumers say the best way to get them to try a new product is through influencer marketing, according to Trust in Influencer Marketing.   

By collaborating with the right influencer, you can strategically position your product to a new audience. Since you’re connecting with a targeted audience that trusts the influencer’s opinion, you can shorten the “warm-up phase” and encourage customers to make their first purchase sooner than usual. 

Educate consumers faster

How does your brand educate new and existing customers about products? There’s likely no one way or one method you use, but rather a collection of different marketing and advertising techniques. Consider adding influencer marketing to your educational efforts. 

Influencers can create helpful, educational content. A popular education tool is a product demonstration video, but any video that educates consumers can get them one step closer to buying. 

Influencer Kate Schettler, for example, offers a product demonstration for Cork Genius. She demonstrates how the gadget uncorks a bottle of wine with ease. It’s a quick, simple video that shows the product in use and educates the consumer. 

Inspire new uses  

Does your product have more than one application? Many products do. A simple black blazer can be paired with different apparel to change its look; a basic eyeshadow palette can create a going-out look or complement a Halloween costume. 

Influencers can easily offer product inspiration, often the nudge a consumer needs to purchase. 

Need some examples? Fashion Influencer Heather Anderson shows her audience how to style a black dress in four ways. A brand could supply Heather with a dress to style for an influencer campaign. A local greenhouse could team up with influencers like Amanda, who runs a channel called Plantarina to inspire new plant styles

Social media influencers’ impact on society is vast and will likely grow. If your brand is new to influencer marketing. Try The Creator Marketplace® to find influencers and launch your campaign.

Get Started

Influencers: Are you looking to partner with industry-leading brands? Create a free profile today.

Marketers: The world’s biggest brands trust IZEA’s influencer marketing software and managed solutions. Find out which solution is right for you.

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influencer marketing software Managed Services

 IZEA MANAGED SERVICES 

Strategy and execution from the company that launched the industry.

Request a proposal

Learn more about our
Managed Services offerings

influencer marketing software Managed Services

 IZEA MANAGED SERVICES 

Strategy and execution from the company that launched the industry.

Request a proposal

Learn more about our Managed Services offerings

 IZEA MANAGED SERVICES 

Strategy and execution from the company that launched the industry.

Request a proposal

Learn more about our Managed Services offerings