Traackr Research: Consumers Will Drop Brands & Influencers If Values Conflict
Traackr, a leading influencer marketing platform, unveiled its highly anticipated annual Influencer Marketing Impact Report, shedding light on the evolving dynamics of influencer marketing and its impact on consumer behavior. The report, which surveyed 1,000 U.S. consumers, highlights the critical role of authenticity and values in influencer-brand partnerships.
Traackr’s 2024 Influencer Marketing Impact Report, released on October 19, 2023, captures insights into how influencers influence consumer purchasing decisions and the changing landscape of social commerce. The research shows that, while influencers still hold sway over their followers and drive sales for brands, consumers are now more discerning about where they allocate their spending.
Over 60% of the surveyed consumers expressed a willingness to purchase a product recommended by a trusted influencer. Nevertheless, with influencer marketing becoming increasingly ubiquitous, the battle for consumer loyalty has intensified. The report offers new perspectives on the most popular channels for social commerce and the considerations consumers weigh before buying from a brand.
Values Matter: The Role of Brand and Influencer Values
Authenticity in influencer partnerships is paramount, as the survey found that 60% of consumers would avoid purchasing from a brand that contradicts their values. Additionally, 63% would stop following an influencer if they acted contrary to their values. Notably, female-identifying consumers were 13% more likely to hold this sentiment about influencers than their male-identifying counterparts. The significance of aligning brand and influencer values cannot be overstated. In a world inundated with influencers and brands vying for consumer attention, authenticity emerges as the linchpin of consumer trust and loyalty. Traackr’s latest research delves deep into this, revealing a stunning revelation: the majority of consumers are now willing to take drastic measures when their values clash with those of the brands and influencers they engage with.
The data gathered from the survey is nothing short of eye-opening. An astonishing 60% of consumers are resolute in their stand—they will not spend their hard-earned money on a product if it comes from a brand that conflicts with their deeply held values. This is a powerful testament to the profound shift in consumer behavior, where consumers are no longer content with mere products and services. They demand a resonance of values, a connection that transcends the transaction itself.
But the impact doesn’t end there. An even more significant revelation emerges: 63% of respondents would not hesitate to unfollow an influencer if they discovered that the influencer’s actions or words contradicted their own core values. It’s a clear indicator that the influencer-brand partnership’s success hinges not just on reach and engagement but on the shared values that underpin the partnership.
Digging further into the data, we find a compelling gender-based distinction. Female-identifying consumers, in particular, emerge as the torchbearers of authenticity and shared values in influencer partnerships. They are a remarkable 13% more likely than their male-identifying counterparts to take a decisive step when values conflict. This finding underscores the depth of commitment and discernment that women bring to their influencer interactions. It also signals a pivotal shift in the influencer landscape where brands and influencers must be acutely attuned to the values of their female audience.
In a world where authenticity is king, and consumers wield the power to determine the fate of brands and influencers, this data is a clarion call to all stakeholders. It underscores the need for transparency, shared values, and a genuine connection in influencer marketing. Those who heed this call and make authenticity a cornerstone of their strategies will not only capture the hearts and minds of consumers but also thrive in the evolving landscape of influencer marketing.
Platform Preferences for Product Research and Purchase
The battle for consumer attention in the digital age has undergone a remarkable transformation, and the platform preferences for product research and purchase are at the forefront of this seismic shift. Traackr’s latest survey offers a fascinating glimpse into the evolving landscape of influencer marketing, highlighting the pivotal role of social media platforms in shaping consumer behavior.
When it comes to influencer content and product research, YouTube emerges as the undisputed heavyweight champion, attracting the largest share of user engagement. TikTok, Instagram, and Facebook follow closely in the ranks, with each platform playing a significant role in influencing consumer decisions. The significance of these findings lies in the fact that consumers turn to these platforms as a source of inspiration and information, relying on the engaging and often persuasive content created by influencers.
However, the transition from research to purchase brings about a distinct shift in the social media hierarchy. Facebook takes the lead as the platform of choice for making purchases, followed closely by Instagram, YouTube, TikTok, and Pinterest. This dynamic shift reveals that consumers rely on Facebook as a trusted marketplace to convert their interests into actual transactions. It’s a testament to the platform’s ability to facilitate seamless shopping experiences and the influence of influencer endorsements.
What’s particularly noteworthy is the generation-specific variation in platform preferences. Gen Z, the digital natives of our time, exhibit a clear inclination toward TikTok, Instagram, and YouTube over the more established Facebook. This generational divergence underscores the need for customized influencer marketing strategies that resonate with the specific platforms favored by distinct age groups. Brands and marketers who remain agile and adaptive, continuously experimenting, analyzing, and iterating their strategies, are poised to gain a competitive edge in the fiercely competitive market.
As Pierre-Loïc Assayag, CEO, and co-founder of Traackr, wisely observes, “There is no one-size-fits-all approach to winning influencer marketing.” These findings highlight the need for a nuanced and adaptable approach, tailored to the ever-evolving landscape of social media and consumer preferences. Success in influencer marketing is no longer achieved through a cookie-cutter formula but through a dynamic, flexible, and insightful strategy that respects the platforms that consumers trust and love.
Influencer Partnerships: A Vital Revenue Stream
In the dynamic world of influencer marketing, where both creators and consumers play pivotal roles, the concept of influencer partnerships as a vital revenue stream has taken center stage. Traackr’s comprehensive report goes beyond the surface, delving into the multifaceted challenges faced by influencers, particularly those with smaller followings, in their quest for financial stability.
The findings of the report unearth a compelling truth: only 41% of consumers are willing to invest in exclusive content from their favorite influencers. This indicates that while there’s a dedicated and engaged fan base for these content creators, a substantial portion of the audience is still apprehensive about parting with their money for exclusive access. This revelation underscores the challenges faced by influencers in monetizing their content, especially given the growing competition in the industry.
However, there is a glimmer of hope for influencers looking to secure their financial future. A remarkable 56% of consumers express their readiness to purchase products from influencer-owned brands they follow. This suggests that the trust and affinity built with followers can extend to products or brands endorsed by these influencers, offering a potential avenue for influencers to diversify their income streams.
Christen Nino De Guzman, the founder of Clara for Creators, provides valuable insight into this complex landscape. De Guzman astutely notes that influencers, like any content creators, are seeking enhanced financial security and stability. They are exploring avenues to transform their passion and creativity into sustainable careers. This drive towards stability prompts influencers to focus on building lasting relationships with brands that can provide the much-needed financial foundation.
De Guzman further advocates for brands to explore innovative collaboration formats that extend beyond traditional sponsored content. This advice underscores the shift in influencer marketing towards authenticity and a genuine connection between creators and brands. These unique partnerships should empower influencers to leverage their creative strengths and produce content that resonates with their audiences, rather than coming across as overt advertising.
Traackr’s report illuminates the intricate balance between consumers, influencers, and brands in the evolving influencer marketing landscape. It reinforces the pivotal role of trust, authenticity, and innovative collaboration in ensuring that influencer partnerships remain a vital revenue stream for creators. As the industry continues to evolve, influencer marketing will thrive through adaptive strategies that cater to the nuanced preferences and expectations of both creators and consumers.
Long-term Partnerships: The Path to Differentiation
Traackr’s report suggests that brands can set themselves apart by prioritizing long-term partnerships over one-off posts and unconventional collaborations that empower influencers to create engaging, resonant content.
For those interested in the full report and additional insights, it can be accessed at Traackr’s website.
The survey was conducted by Traackr using the online survey platform Pollfish. A sample of 1,000 individuals in the United States participated between August 1, 2023, and August 14, 2023. The margin of error is ±4%, and no additional weighting was applied to the initial sample. Pollfish’s survey platform delivers online surveys globally through mobile apps and the mobile web, as well as the desktop web. For more information about Traackr, please visit their website.
This article was written by AI and edited by Bill Hartzer.