Rakuten Marketing. (2019). Influencer Marketing Report GlobalSurvey. Retrieved from https://www.iab.com/wp-content/uploads/2019/03/Rakuten-2019-Influencer-Marketing-Report-Rakuten-Marketing.pdf
Influencer marketing has become a lucrative venture for advertisers by offering them authentic opportunities to tell their brand story to customers. Advertisers leverage the creative expression and organically grown audience from influencers they have collaborated with. The strategy has proven to be able to reach more consumers and even create customer loyalty. After surveying about 3,600 shoppers in relation to influencer marketing, 61% of the population were identified and as having interacted with an influencer at least once in a day and 35% more than once in a day (Rakuten Marketing 2019). Statistics on most popular influencers shows that 47% of the survey population follow entertainer influencers, 43% follow beauty influencers, 43% follow celebrities including actors and musicians, and finally 39% follow fashion influencers.
Platforms with the most following of influencers include Instagram, Facebook, and YouTube. Instagram came out as the most popular social platform with 65% stating that they prefer the photo and video driven site, both YouTube and Facebook scored 62% each. In terms of gender, YouTube was the most popular site for men to follow influencers as 64% of men used the site. Female consumers prefer Instagram with 70 percent which is inclined to providing images and videos mostly fitting for fashion and beauty.
It is important to determine where or which platform has the most followership and reasons behind that. All three YouTube, Instagram, and Facebook are most popular sites for following influencers but how the followers feed on content is unique. Statistics show that 64% of consumers prefer watching videos while interacting with content from influencers, 61% of the consumers prefer picture content, and 38% of the consumers prefer written content.