Brands using influencers to amplify the power of content require a steady stream of content to be successful, according to a new study from HelloSociety, which found that five posts are required to push end users to make a purchase of a product or service.
Eight in ten of the 500 social media users surveyed for the latest research said that they had bought something online after being directly influenced by authoritative figures such as celebrities, industry experts, thought leaders and micro influencers on platforms including Twitter and Instagram.
Perhaps more importantly for businesses both small and large, respondents said that they were three times more likely to follow an influencer on these sites compared to following a brand’s own social media page, which highlights the importance of leveraging influencers to boost reach and engagement.
The respondents also believe that they have become mini-influencers themselves as 74% admit to inspiring and changing the opinions of people in their own social circles. The study found that they talk to around four friends and family members on average about the products and services seen in content and promotions.
Those who have a strong affinity to influencers also consider themselves to be early adopters and are often the first to buy into new brands. The findings suggest that combining content with the right influencers can snowball into much greater reach compared to using social posts in isolation.
Finally, five branded posts from social influencers are required for purchases and three are needed to push users to search for more information about a brand or product.