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Nigel TAYLOR Published
July 17,长沙U币支付账户 2025
The power of the social media influencer continues to shine brightly, especially when it comes to fashion. More than half of consumers who follow influencers said they are more likely to buy from a brand that partners with an influencer.
Influencers continue to play a significant role in online consumers’ purchasing decisions, especially via Instagram, a new study by Capterra UK shows after surveying 1,013 UK online consumers who regularly use social media.
As many as 89% of the respondents said they were familiar with the concept of social media influencers and of this group,53% said they followed influencers on social media.
In particular, 55% of these followers said Instagram was their top channel for viewing influencer content.
But what type of influencers do people follow? It appears 50% of the followers showed a preference for Fashion influencers followed by Lifestyle (49%), Food/Cooking (41%), Health & Wellness (41%) and Music (37%).
However, not everyone is drawn the follow influencers with some questioning the trustworthiness and authenticity of their content.
Some 48% of the people that follow influencers on social media said they trusted them (‘somewhat’ or ‘a lot’) to market goods and services. Meanwhile, 38% of respondents were on the fence, 14% ‘somewhat distrusted’ them and 2% said they did not trust them at all.
Some 40% disapproved of the false image influencers sometimes portray, such as promoting beauty products, while 38% said influencers that value quantity over quality seemed less trustworthy.
Another 37% said they did not like how the life influencers portray on social media is unrealistic and unattainable for many followers, while 28% said that when an influencer noticeably lacked experience or professionalism, it eroded trust.
Importantly, the survey showed 48% of respondents who had made a purchase as a result of an influencer said they had been disappointed.
“One way that brands could prevent this is by providing adequate training to the influencer about the product they will advertise. This could help them avoid making false claims and gain their audience’s trust. In fact, 35% of followers said that a key element of their trustworthiness is if an influencer is knowledgeable about a product or service".
Eduardo Garcia Rodriguez, the analyst for this report, added: “Influencer marketing can hold promise for brands seeking new channels to engage with customers. However, to succeed, it is crucial to understand your target audience and identify the correct channel. Even more so, with new channels such as Threads stepping into the fray.
“For example, after Instagram, our survey found that the second-most popular channel for watching influencer content was Youtube, chosen by 44%. But when we took a look at Generation Z respondents only, TikTok was the clear second choice, voted by 58%. It is also important to choose an influencer that aligns with a brand’s identity and values.”