.
HomeBusinessStudy: Consumers Trust People Who Recommend a Product More Than Brands

Study: Consumers Trust People Who Recommend a Product More Than Brands

Photo: Envato Elements

A study conducted earlier this year by Oracle and CRM Essentials illustrates how social media influencers have become a trusted source for consumers looking to buy or discover product reviews. Only 13% of respondents said they discovered new products or brands through traditional TV advertising, while 80% said they purchased products in direct response to social media content.

Gen Z and Millennial participants were twice as likely as Baby Boomers to trust influencers, but 37% of consumers overall said they trust social media influencers over brands . Gen Z was the most likely to discover new products through influencers, with 84% saying they have purchased products in direct response to social media content. Less than half of the baby boomers surveyed (46%) said the same.

YouTube remains the most popular channel for following influencers across all generations, but Gen Z prefer TikTok (25%) while Boomers prefer Facebook (23%).

Post-purchase interactions also occur in online communities. Instead of going through traditional customer service channels, 93% of consumers said they turned to a brand’s social media platform to find an answer to their question.

Via | Direct SellingNews

Must Read