Consumers: Credibility Is King When It Comes to Influencer Marketing
July 18 2017 - 8:01AM
Business Wire
Creator expertise, respect, and experience are
consistently regarded as most important attributes of successful
influencer marketing
IZEA, Inc. (NASDAQ:IZEA) the premier online marketplace
connecting brands and publishers with influential content creators,
found in its annual State of the Creator Economy report consistent
year-over-year rankings in what consumers view as the top drivers
of influencer marketing effectiveness.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170718005199/en/
Findings from the 2017 State of the
Creator Economy report. (Graphic: Business Wire)
Consistent with past studies, the credibility or believability
of the influencer themselves remains the leading driver of
effectiveness in the eyes of consumers - with 38% ranking as the
most important attribute. The influencer’s expertise or knowledge
about the product or brand itself saw a large year-over-year
increase to 35%. Also important: how much detail the influencer
provides about the product/brand in the actual sponsored post
increased to 32% in the 2017 study.
This trend toward authentic, credible, and properly-disclosed
sponsored content shared with influencers’ audiences is further
reinforced by an increasingly discerning “connected” consumer:
- 32% of consumers can tell if the
influencer or source of the sponsored post has actually tried or
used the product based on the content itself.
- 28% of consumers judge an influencer
marketing post based on its relevance to the influencer’s brand and
previous product endorsements.
For the complete 2017 “State of the Creator Economy Report,”
visit: research.izea.com
About IZEA
IZEA operates IZEAx, the premier online marketplace that
connects marketers with influential content creators. IZEA creators
range from leading social media influencers to accredited
journalists. Creators are compensated for producing and
distributing unique content on behalf of marketers including long
form text, videos, photos and status updates. Marketers receive
influential consumer content and engaging, shareable stories that
drive awareness. For more information about IZEA, visit
https://izea.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20170718005199/en/
IZEA, Inc.Justin Braun,
407-215-6218justin.braun@izea.com
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