CONSUMERS CONTINUE TO SEEK INFLUENCERS WHO KEEP IT REAL
A Matter Survey: February 2023
At Matter, we’re experts at brokering authentic partnerships between brands and influencers to reach consumers because we’re always tracking changing consumer behavior and ever-evolving social media trends. Our annual Influencer Marketing Survey revealed new data we’re using to help clients create truly impactful influencer programs.
Survey says: consumers trust influencers > brands
People prefer authentic, relatable content
The most appealing influencer personalities to consumers are*:
What’s most important to consumers when learning about a brand or product on social media?
*Notes a "select all that apply" question
Edutainment Content on the Rise
Favorite influencer content formats*:
*Notes a "select all that apply" question
Consumers Hunger for Food, Wellness and Beauty Content
Consumers are most interested in seeing influencer posts about*:
They're also most likely to act on (research, purchase or consider purchasing) the same types of influencer posts*:
*Notes a "select all that apply" question