In partnership with Annalect, a division of the Omnicom Media Group, which is the leader in marketing data, Twitter conducted a two-part experiment. In the first phase of the analysis, more than 300 people were interviewed to understand how influencers in Twitter, in contrast to alternative ad formats, affect consumer responsiveness for brands.
In the second phase of the study, the results were extended by an online laboratory experiment, with more than 500 subjects. To this end, participants were confronted with conventional digital ad formats as well as sponsored brand and influencer tweets. The goal was to study the direct impact of each advertising format on parameters such as brand awareness, convenience and buying intentions.
We have summarized the results of the study.
1. Influencers compete with friends for the confidence of consumers
When they are looking for product recommendations, 49% of survey respondents said they had to rely on Influencer. This is second place after tweets from friends who use 56% of the consumers for guidance. In addition, recommendations from opinion-makers on Twitter are being strengthened, as 20% of respondents said they themselves shared a product recommendation from an influencer tweet.
2. Influencer on Twitter boost sales
Influencers on Twitter make your existing advertising campaigns even more effective. The study showed that those who saw brand tweets had 2.7x more buying intentions than the participants who had not seen these tweets. If potential customers saw a combined campaign of brand tweets and inflowcer tweets, the purchase intention doubled to 5.2 times.
3. The rising influence of brands and a new kind of celebrities
Not surprisingly, according to the study, traditional influencers such as actors, sportsmen and musicians have the greatest reach in the audience. More than half of Twitter users follow actors and musicians. It was less likely to be the fact that a brand’s product recommendation has a decisive influence on their purchasing decision for these users. Almost 40% of respondents said they followed brands on Twitter. Of these respondents, 60% of brands follow to find out more about products, while you follow the opinion makers mainly for entertainment.
Age also played an important role in predicting the relationship a consumer has to influence – or not. Older users (persons older than 45 years and older) are more likely to follow a wider range of influencers, with a preference for classic names (athletes, musicians, etc.). The Millennials, however, at the other end of the spectrum, were over-proportionally interested in “handheld names” – that is, Twitter and Vine producers. Participants between the ages of 13 and 24 evaluated twice as often an influencer based on their social presence and follower numbers as the older audience. One third of young users said they followed and interacted online with these social media stars.