What is the preference for influencers among women in their 20s to 40s? “PR clear” is the key to success in influencer marketing (Trenders survey)

Trenders, which provides next-generation “micromarketing” under the mission of “capturing trends and creating a new era,” will be offering “influencer favorites” from March 4th to March 5th, 2021. Conducted a sensitivity survey.

We conducted an online survey of 527 women in their 20s to 40s about their favorite influencers, whether they have experience consuming influencers, and their impressions of PR posts, and announced the aggregated and analyzed results.

[Part 1] Liddell’s careful strategy that drives “influencer marketing”

Reference source:
Survey on influencer preference among women in their 20s to 40s / More than 70% of women in their 20s have experienced “influencer consumption”! The first condition for a “likeable PR post” has been revealed!?

The younger the generation, the more likely they are to have a favorite influencer.

According to this survey, 31.5% of those surveyed answered that they currently have a favorite influencer.

By generation, 46.8% of people in their 20s, 29.2% of people in their 30s, and 23.3% of people in their 40s said they had a favorite influencer, making it clear that the younger the generation, the more influencers they like. .

Instagram was the most popular SNS with 57.2% of influencers, followed by YouTube with 26.5%, Twitter with 11.4%, TikTok with 3.6%, and blogs with 1.2%. It became.

SNSs that specialize in posting and viewing photos and videos seem to be able to convey an influencer’s personality and charm more easily than SNSs that mainly post and view text.

People in their 20s like “talent,” and people in their 30s and 40s like “empathy.”

The most popular “condition for an influencer to be liked on SNS” at 63.3% was “the method of expression is attractive (words, image processing, illustrations, etc.)”. This was followed by 45.2% who said they would “convey specialized knowledge and know-how,” and 42.2% who said they would show them the world they aspire to.

The approval rate for “The method of expression is attractive (words, image processing, illustrations, etc.)” was the highest among all generations, but among those in their 20s, 60.6% said “It shows me the world I admire,” and 60.6% said “It shows me the world I admire.” 53.0% said, “They will share their knowledge and know-how with me.”

On the other hand, among those in their 30s, 56.0% said “I can convey my unadorned character” and 42.0% said “I can convey my specialized knowledge and know-how.” Similar to those in their 30s, 42.0% of respondents in their 40s said they would “convey their natural, unadorned character,” and 38.0% said they would “convey their specialized knowledge and know-how.”

Additionally, while only 10.6% of those in their 20s supported “many positive comments on posts,” this rose to 24.0% of those in their 30s and 20.0% of those in their 40s.

Trenders believes that people in their 20s emphasize “talent” such as “admiration” and “expertise,” while those in their 30s and 40s emphasize “empathy” such as “friendliness” and “likeability from those around them.” It is analyzed that there are.

More than half of women and more than 70% of those in their 20s have experienced “influencer consumption”

Among those surveyed, 52.2% of women had experienced “influencer consumption,” where they make purchases based on an influencer’s SNS posts.

By generation, 72.3% of those in their 20s, 48.5% of those in their 30s, and 41.9% of those in their 40s said they had experienced influencer consumption. Similar to the presence or absence of a favorite influencer, the younger the generation, the higher the rate of experience of influencer consumption.

The genre with the highest influencer consumption experience rate was “food” at 26.4%. This was followed by “skin care” at 23.3%, “makeup” at 23.0%, “clothing/fashion” at 13.1%, “hair care” at 12.0%, and “restaurants” at 9.9%.

Products that are easy to try or products that are difficult to grasp just by looking at the product packaging or images seem to be more likely to lead to influencer consumption.

The key to getting a good impression is that it clearly communicates that it is a PR post.

Among those surveyed, the percentage of people who had had a favorable impression of PR posts by influencers was 37.9%, excluding those who answered “I don’t understand PR posts.”

By generation, 49.5% of those in their 20s, 33.1% of those in their 30s, and 33.3% of those in their 40s said they had been impressed by influencers’ PR posts. Although there was no significant difference between those in their 30s and 40s, it is worth noting that nearly half of those in their 20s have felt positive about PR posts.

The most popular point of view for influencers who post PR posts was that they clearly communicated that this is a PR (tie-up) post, at 66.4%. This was followed by 39.6% who said, “I don’t care about other people’s opinions and feel like I am expressing my honest opinion,” followed by 27.6% who said “I don’t post PR (tie-up) often.”

The fact that many people support transparency and honesty in PR posts suggests that many social media users expect influencers to have a sincere attitude worthy of trust. On the other hand, this can be seen as proof that many users have a strong aversion to stealth marketing.

Reference source:

Survey on influencer preference among women in their 20s to 40s / More than 70% of women in their 20s have experienced “influencer consumption”! The first condition for a “likeable PR post” has been revealed!?
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