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Influencer content accounts for almost 20% of consumer media consumption

L'Oreal's 'Beauty Squad'

Consumers are increasingly tuning in to content created by influencers to help them make purchasing decisions with one fifth (19%) of the average consumer's total media consumption now made up of influencer content, according to new research.

The report, which was commissioned by PR and content agency Good Relations, and surveyed 1000 people over 16, found that over half (57%) have made a purchase based solely on an online influencer recommendation. This grows to 69% for millenials.

In terms of time, the average consumer now spends one hour and 12 minutes enjoying online influencer content. This figure rises to one hour 27 minutes for those aged 18-24, but is still as high as 47 minutes per day for consumers over the age of 45.

The entertainment, retail and technology sectors are where influencers hold most weight for millennials, while consumers between 35 and 45 attached more importance to food influencers. Consumers over the age of 45 stated that health and travel are the sectors where they rely most heavily on influencer content.

The findings come as brands continue to recognise the purchasing clout that influencers carry. Recently beauty giant L’Oreal signed up five influencers to create its own ‘beauty squad’, a new direction for a brand that historically leaned heavily on celebrity brand ambassadors.

Nickelodeon too has woken up to the power of influencers, and dove into the space to help launch some of its biggest shows and events last year such as the Kids' Choice Awards, the Nickelodeon HALO Awards, and the launch of its latest TV show Game Shakers.

Despite some brands understanding the value of working with influencers, many are still yet to realise the weight they carry in consumer’s minds, according to Robert Anderson, executive director, content marketing & online strategy, Good Relations.

“Our research demonstrates that having a strategic influencer marketing programme has become a necessity for all brands, whoever they are targeting. It’s a channel that demands the attention and budget to reflect the way consumers use and rely on influencers when making purchasing decisions.

“Despite the report’s findings, we are still seeing a great disparity in the way CMOs are approaching budget allocation; on-balance favouring traditional platforms, even when the evidence points to a need to amplify influencer spend.”

The launch of the research chimes with the unveiling of Good Relations’ new influencer marketing division Good Influence.

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Natalie Mortimer

I look after all things creative.

All by Natalie