What Brand Can Do To Convince Consumers

Offering a good old discount is a hallmark of the influencer industry. A survey by Statista Consumer Insights found that a promotion is most likely to land with buyers. U.S. consumers also appreciate clarity and authenticity around products, according to the results, for example in the form of reviews and information provided.

Testimonials and reviews were actually ranked as more important than influencer partnerships themselves. However, authentic and relatable content, mentioned positively by 29 percent of respondents, is something that content creators can provide for brands. Just over 20 percent of respondents also mentioned supporting worthy causes, as many as liked testimonials and success stories.

As part of the survey, 31 percent of Americans between the ages of 18 and 64 also said that they saw a sponsored or advertised product several times before making a purchasing decision, while 37 percent said they did not remember this. Only 8 percent said that they made such purchases immediately and an additional 14 percent said this would happen within the day of interacting with an ad or promotion. While 30 percent said they would not buy products based on a creator's recommendation, the rest said they would take longer.