Influencers Are Far Less Effective Than User Generated Content, New Report Reveals

Influencers have rapidly turned into a mainstay of the marketing industry, but in spite of the fact that this is the case, their impact on consumers and sales might not be as pronounced as previously believed. A survey that was recently conducted by Entribe revealed that 81% of consumers did not feel convinced by influencers to buy certain products to any extent whatsoever, and in some cases influencers had a negative impact.

With all of that having been said and now out of the way, it is important to note that just 12% of the people that responded to this survey said that they were more likely to buy a product that had been marketed to them by an influencer. Indeed, 62% went so far as to say that they would actively avoid buying a product if they found that it was being marketed by an influencer on social media or other platforms.

While influencers often use clickbait because of the fact that this is the sort of thing that could potentially end up making their content harder to miss, 51% of consumers reported scrolling past content from influencers. 29% outright said that they hated influencers since they don’t consider them to be worthy of trust with all things having been considered and taken into account.

Ironically, user generated content appears to be far superior to content that is made by professional influencers. 90% of consumers stated that they generally like it when brands show real reactions from genuine consumers, with 86% saying that this would also make said brand appear more trustworthy than might have been the case otherwise.

If brands want more consumers to buy their products, they should listen to the 83% of consumers who said that they would be more likely to buy from a brand that shared legitimate UGC. Influencer marketing appears to have reached its saturation point, and it will be interesting to see where it goes from here on out. It has become the bread and butter of countless creators who might need to find an alternative source of income if current trends persist.

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