New Study Highlights Influencers’ Purchasing Habits and Social Media Preferences
By: Sophie Maerowitz
June 12, 2019
Influencer marketing platform SocialPubli.com has released its 2019 Global Fashion Influencer Study highlighting shopping habits, social media approaches, e-commerce trends and favorite brands among fashion influencers.
SocialPubli.com surveyed 1,000 of its influencer members—both content creators and consumers—on their social media habits and preferences in order to discern wider trends in social and influencer marketing. Respondents were surveyed between March and April 2019.
Although not every vertical can tie sales directly to influencer marketing as easily as the fashion industry, social marketers in every sphere should find value in the study’s findings in relation to influencers’ preferences. For instance: What brands are influencers gravitating toward, and why? What kinds of account activity trigger engagements and endorsements from influencers (offers and discounts, inspiration, new products, trends)?
Top takeaways from the survey below.
Disclosing sponsored posts is not a deterrent to purchasing
- While some might assume #sponsored or #ad hashtags are an audience engagement killer, the study found that “consumer attitudes are largely unaffected by disclosing regulation”
- 81 percent of respondents stated they would buy clothing advertised with the hashtag #ad
The reasons fashion influencers follow brands on social media are varied
- 33 percent follow brands to see special offers or discounts
- 29 percent search for ideas and inspiration for their outfits
- 23 percent seek to learn about new products when they launch
- 15 percent follow brand accounts to keep up to date with trends
The most relevant brands to influencers were Zara, Adidas and Nike
- The study attributes the top three spots to the brands’ “inclusive approach with a personal and inspiring storytelling backbone that transcends the product”
- Other top scorers included Gucci, H&M, Forever21, Mango and Stradivarius
Fashion influencers use social media in purchasing decisions
- 69 percent of influencers cite social media as their main influence when it comes to their fashion style, followed by brands (12 percent), websites (5 percent) and friends and family (4 percent)
- Traditional media such as magazines and TV programs are relegated to the last spots
- 72 percent of influencers rely on social media for product recommendations and to discover the latest fashion trends
Instagram is the epicenter of fashion influencer marketing
- 87 percent of influencers say Instagram is their favorite platform for fashion ideas and inspiration
- Pinterest is second (7 percent) and 21 Buttons third (4 percent)
Influencer marketing is effective at driving sales
- 86 percent of respondents stated that they have purchased apparel or fashion accessories after seeing them shared by a fellow influencer
- 47 percent of influencers have spent $1-$50 on clothes or accessories after seeing them on an influencer. 33 percent have spent $50-$100 and 19.5 percent have spent more than $100
- 42 percent of fashion influencers have made a purchase through the Instagram app
SocialPubli.com is an automated platform that connects marketers with micro-influencers across Facebook, Instagram, Twitter, YouTube, LinkedIn and blogs.