Twitter recently released new data on the value of influencers. By combining this powerful social platform with influencer marketing, you will have a recipe for success. Brands are starting to realize that their best bet for getting their message front of the right audience is to use the people who are influential in the space. Influencers are building their personal brand on social media and using it to their advantage to connect with commercial brands to spread the message about products they love.
Dissecting the Data
Twitter partnered with data analytics provider Annalect to survey more than 800 Twitter users on their receptiveness to influencers. They found a pretty strong indication of the power of influencer marketing that’s worth recognizing:
- 49% of respondents said they relied on influencers for product recommendation, second only to Tweets from friends at 56%.
- People exposed to brand Tweets had a 2.7x lift in purchase intent over participants who didn’t see an advertiser Tweet – but those exposed to a campaign that featured both brand and influencer Tweets had a 5.2x increase in purchase intent.
- One-third of users aged 13 to 24 report following Vine creators on Twitter.
- 40% of users reported following brands on Twitter.
While this equation won’t be the solution for every brand, those using Twitter influencers are finding it beneficial for reaching specific audience sectors. They’re also able to build trust while effectively spreading their message. It’s also important to note that Influencer marketing tends to be more effective with millennials and younger generations – you know, the ones with $200 billion in purchasing power. They’re the group most likely to listen to other consumers and block ads because they perceive them as deceptive.
Tips for Maximizing Value
This isn’t the time to crank out generic content. In fact, content creation should be a top priority once you have secured your influencers. The only way to guarantee that you’ll get value out of your Twitter influencer marketing is if you produce unique, engaging content.
Don’t just sit back and let your influencer do all the work. Influencer marketing campaigns are most effective when both the brand and influencer are participating. According to Twitter, campaigns that combined brand and influencer Tweets saw nearly a 5x lift in brand awareness, ad recall and purchase intent over traditional digital ad formats. While actors, athletes, and musicians continue to have the widest reach on the platform, there’s a new group of relatable and credible non-celebrity influencers grabbing the attention of younger audiences through their popularity and sway.
The data from this study is strong evidence of the value of Twitter influencers and how this tactic benefits brands. Today’s media landscape isn’t always easy to navigate, but these tips should help advertisers better determine how to leverage endorsements on social media. The vast impact of influencer marketing on consumer attitudes makes it hard to dispute the positive impact the relationships are having through Twitter.