Creating authentic partnerships has never been more important in influencer marketing practices, and earning trust is contingent upon both an influencer’s and a brand’s values. As the usage of influencer marketing becomes more ubiquitous, the competition to break through the noise and win consumer loyalty is harder than ever.
These were some of the key insights from influencer marketing platform Traackr’s 2023 Influencer Marketing Impact Report, which also revealed consumer sentiment on influencer marketing, the top platforms consumers go to for discovery, and which platform is winning for purchasing beauty items.
“In just the past year, we’ve seen stock prices tank and market share lost for high-profile companies when influencer collaborations don’t land with fans,” said Pierre-Loïc Assayag, CEO and co-founder, Traackr. “When the risks are this high, marketers must do their homework to thoughtfully select influencers who align with their values and set up the partnership to accurately and authentically represent their brand mission.” Assayag and his team hosted a dinner for journalists Tuesday evening in New York City to discuss some of the report’s key learnings.
Of utmost importance to consumers are brand values: 60% at least somewhat agree that they will not buy a product from a brand if it says or does something that conflicts with their principles, while 63% at least somewhat agree that they would stop following an influencer if they said or do something that conflicts with what they believe in.
When viewing influencer content or conducting product research, respondents ranked YouTube as their most used social platform, followed by TikTok, Instagram, and Facebook. However, when asked where they are most likely to purchase products on social, respondents ranked Facebook as the most used platform, followed by Instagram, YouTube, TikTok, and Pinterest. And, when comparing Gen Z and Millennials, Gen Z was more likely to rank TikTok, Instagram, and YouTube ahead of Facebook.
When it comes to what content they like to consume, 75% of all consumers said they find shortform videos (less than three minutes) to be the most engaging content type, followed by photo content (likely bolstered by Instagram usage), and long-form videos (five-plus minutes).
The differences highlight the need for marketers to tailor their influencer marketing strategies to exactly who they are targeting and what they hope to achieve with their campaigns, said Assayag.
“Awareness campaigns may perform better on YouTube, where Meta-owned properties might drive more conversions, depending on the target audience. There is no one-size-fits-all approach to winning influencer marketing, and the brands that continuously experiment, analyze and iterate will have a competitive advantage in the market,” said Assayag.
To download and read the full report with additional insights, visit.