IN THE COMPANY OF FRIENDS

Transcription

1 IN THE COMPANY OF FRIENDS The new media company of one + many A SHEKNOWS & RESEARCH NARRATIVE INFLUENCER MARKETING STUDY presented by

2 THE NEW MEDIA COMPANY is made of one person 2

3 WOMEN WIELD THE GREATEST INFLUENCE online and offline 3

4 RESEARCH OBJECTIVE social influence study 2015 UNDERSTANDING THE ATOMIC UNIT OF INFLUENCE: Articulate the influence exchange between content consumers and producers Identify ways for brands and content creators to engage and authentically connect with women through social media Provide actionable insights for brands on the platforms that are most effective for influencerbased advertising 4

5 RESEARCH METHODOLOGY social influence study 2015 METHODOLOGY: In September-October 2015, SheKnows Media commissioned a custom study with Research Narrative to articulate the influence exchange between content producers and content consumers by social channel and lifestyle vertical. FORMAT: Online Survey IN- FIELD: & TOTAL RESPONSES: 2,024 SHEKNOWS MEDIA AUDIENCE A total of 554 online surveys were conducted among females SheKnows Media Audience U.S. women ages GENERAL POPULATION OF SOCIAL MEDIA USERS A total of 1,073 online surveys were completed among U.S. women ages who follow/read social media or blogs at least monthly SHEKNOWS MEDIA INFLUENCERS A total of 397 online surveys were conducted among SheKnows Media social media and blog Influencers 5

6 SURVEY RESULTS findings from general population vs. SheKnows audience 6

7 EXECUTIVE SUMMARY social influence study KEY FINDINGS: 1. Influence and Trust: On the trust scale, influencers rank ahead of industry professionals, brands, celebrities, and traditional media companies. This is generated via Facebook (now a utility, rather than a social network) and YouTube, then from blogs, Pinterest, Instagram, and Twitter. 2. Authenticity Is the Key: Critical in making recommendations that lead to purchase women want to see actual trial, usage, and personal experience, rather than blind endorsement. 3. Blogs Are a Relationship Gateway: Once someone become a regular blog reader they are 100% (literally) into the concept of the influencer value proposition. Many women see content in Facebook or YouTube as utility or pure entertainment, but virtually all blog readers trust those bloggers (and similar influencers everywhere) to give them great advice and information. 4. Discerning When It Comes to Promoting Brands: About 30% of the influencers we surveyed indicate that they make a full-time living from their social media/blogging activities, yet they are highly selective about the brands they choose to endorse. 5. Need Time to Cultivate Messages that Connect: When working with brands, Influencers want to be given time to generate content that allows them to inform and engage their audience using their own authentic voice. 7

8 WOMEN TRUST INFLUENCERS topping brands, pros, media & celebs ENTHUSIASTS & EVERYDAY EXPERETS WEILD THE MOST INFLUENCE Influencers Brands Industry Leaders/ Professionals Media Companies/ Publications Celebrities GENPOP FEMALE SOCIAL MEDIA USERS 86% 83% 78% 78% 71% SHEKNOWS MEDIA USERS 89% 77% 83% 75% 56% Q3. What type of people/personalities do you follow on...? Base: Gen Pop/SK-BH Facebook n=790/368, Twitter n=402/327, LinkedIn n=181/122, YouTube n=539/252, Instagram n=461/276, Pinterest n=441/325, Tumblr n=192/70, Snapchat n=239/33 *small base size, Vine n=153/28 *small base size, Periscope n=74/66, Google+ n=220/144, Blog n=316/314, Medium n=63/20* small base size 8

9 BUILDING A RELATIONSHIP makes influencers a trusted source for information & recommendations DOES THE BEST JOB OF ENGAGING & MAKING ME FEEL CONNECTED GENPOP FEMALE SOCIAL MEDIA USERS SHEKNOWS MEDIA USERS Influencers 52% 72% Brands Celebrities Industry Leaders/ Professionals Media Companies/ Publications None of these do a good job 12% 11% 7% 7% 11% 8% 3% 7% 4% 7% Q11. In general, who does the best job of engaging you and making you feel connected to them through social media or blogs? Base: All Social Media and Blog Followers/ Readers Gen Pop n=1,073/ SK-BH n=396 9

10 WOMEN LISTEN SOCIALLY facebook & pinterest are tops SHEKNOWS MEDIA USERS ARE EVEN MORE ENGAGED WITH INFLUENCERS 75% 86% OF GENPOP FEMALE SOCIAL MEDIA FOLLOWERS/ READERS FOLLOW INFLUENCERS OF SHEKNOWS MEDIA USERS FOLLOW INFLUENCERS 58% 52% 50% 46% 40% 36% 66% 59% 59% 57% 50% 45% Q3. What type of people/personalities do you follow on...? // Base: Social Media Readers and Followers Gen Pop n=1,073/ SKM n=554; Base: Follow Everyday Enthusiast/Experts Gen Pop n=802 /SKM n=478 10

11 REASONS TO BELIEVE knowledge & credibility are keys to trust THE MAJOR REASONS TO TRUST ANY SOURCE FOR INFORMATION AND RECOMMENDATIONS Is knowledgeable/ credible Has interesting things to say Gives me ideas Seems authentic/ genuine Alerts me to things that are going Makes me aware of products/services GENPOP FEMALE SOCIAL MEDIA USERS 71% 68% 68% 61% 55% 58% SHEKNOWS MEDIA USERS 86% 79% 77% 80% 65% 62% Q13 How much is each of the following a reason you follow or notice a source of information and recommendations, in a social media setting? Base: Follow Everyday Enthusiasts/ Experts Gen Pop n=802/ SK-BH n=478 11

12 RAISING THE TRUST BAR even more is expected from influencers KNOWLEDGE, CREDIBILITY & AUTHENTICITY CRITICAL TO TRUSTING INFLUENCER ADVICE GENPOP FEMALE SOCIAL MEDIA USERS SHEKNOWS MEDIA USERS Knowledgeable/ credible 80% Knowledgeable / credible 95% Gives me ideas 79% Seems authentic / genuine 89% Seems authentic/ genuine 79% Has interesting things to say 83% Has interesting things to say 75% Gives me ideas 79% Makes me aware of products/services 72% Inspires me to do something 73% Q13 How much is each of the following a reason you follow or notice a source of information and recommendations, in a social media setting? Base: Regularly Value Everyday Enthusiasts/ Experts Opinions: Gen Pop n=229; SK-BH n=125 12

13 FACEBOOK IS THE NEW UTILITY on the communication intimacy scale STRONGLY FACILITATES CONNECTION AND CLOSENESS LEAST INTIMATE MOST INTIMATE Device/ Platform Total Millennials Gen X Young Boomers GEN POP SKM GEN POP SKM GEN POP SKM GEN POP SKM Phone 55% 62% 58% 63% 53% 65% 49% 70% Facebook 44% 48% 45% 42% 46% 52% 34% 43% Texting 44% 48% 50% 46% 39% 52% 31% 49% 34% 49% 32% 39% 39% 46% 31% 49% YouTube 21% 13% 26% 25% 17% 11% 13% 11% Instagram 19% 26% 27% 35% 13% 30% 7% 16% Pinterest 16% 15% 18% 11% 14% 13% 13% 11% A blog 15% 37% 17% 49% 14% 38% 8% 35% Snapchat 14% 5% 20% 8% 8% 4% 4% 8% Twitter 13% 20% 16% 27% 11% 22% 6% 14% Google+ 11% 9% 11% 14% 11% 8% 6% 5% Tumblr 7% 2% 11% 3% 4% 1% 1% 5% LinkedIn 6% 5% 8% 6% 6% 6% 3% 3% Vine 4% 2% 6% 1% 3% 3% 2% 3% Q21. How would you rate the following communication channels in terms of the connection and close relationships this platform is able to facilitate? Base: All Social Media and Blog Followers/ Readers Gen Pop n=1,073/ SK-BH n=348 13

14 WOMEN RELATE BEST TO INFLUENCERS and feel the least connected to celebrities GENPOP FEMALE SOCIAL MEDIA USERS 24% 9% 23% 19% 14% 16% 15% 10% 10% 10% Everyday Enthusiasts/ Experts Brands Industry Leaders/ Professionals Very connected Media Companies/ Publications Celebrities Not at All Connected 33% 37% SHEKNOWS MEDIA USERS 8% 19% 20% 10% 9% 7% 24% 3% Everyday Enthusiasts/ Experts Industry Leaders/ Professionals Brands Very connected Media Companies/ Publications Celebrities Not at All Connected Q11. In general, who does the best job of engaging you and making you feel connected to them through social media or blogs? Base: All Social Media and Blog Followers/ Readers Gen Pop n=1,073/ SK-BH n=396 14

15 FEELING CONNECTED IS KEY millenials & minorities are strongest SHEKNOWS USERS FEEL MORE CONNECTED TO INFLUENCERS: 58% 78% 47% 74% 40% 69% MILLENNIALS GEN X YOUNG BOOMERS ETHNIC GROUPS CONNECT TO REAL AND AUTHENTIC INFLUENCER CONTENT: 33% 32% 31% 14% 22% 32% AFRICAN-AMERICANS OTHER ETHNICS CAUCASIANS Q11. In general, who does the best job of engaging you and making you feel connected to them through social media or blogs? Base: All Social Media and Blog Followers/ Readers Gen Pop n=1,073/ SK-BH n-396 GENPOP FEMALE SOCIAL MEDIA USERS SHEKNOWS MEDIA USERS 15

16 LIFESTYLE REIGNS IN SOCIAL food/cooking, entertainment, beauty, home décor & health lead overall CONTENT USERS ARE INTERSTED/VERY INTERESTED IN LEARNING, READING, OR SHARING Q6. How interested are you in learning, reading, or sharing information about the following topics through social media and blogs? Base: Follow Everyday Enthusiast/Experts Gen Pop n=802/ SK-BH n=478 GENPOP FEMALE SOCIAL MEDIA USERS SHEKNOWS MEDIA USERS 16

17 WOMEN TURN TO INFLUENCERS FIRST maximum impact for lifestyle content 53% FOOD/COOKING 65% FOOD/COOKING 48% PARENTING 46% 59% HOME PARENTING 61% HOME 46% ANIMALS/PETS 45% TRAVEL 48% ANIMALS/PETS 55% TRAVEL 41% BEAUTY 50% BEAUTY Q10. Who would you turn to first, through social media or blogs, for credible information on the following topics? Base: Follow Everyday Enthusiasts/ Experts Gen Pop n=802 GENPOP FEMALE SOCIAL MEDIA USERS SHEKNOWS MEDIA USERS 17

18 INFLUENCE BY SOCIAL NETWORK where do they wield it? FOOD/COOKING HOME TRAVEL PARENTING ANIMALS/PETS BEAUTY Q10. Who would you turn to first, through social media or blogs, for credible information on the following topics? Base: Follow Everyday Enthusiasts via interest: Gen Pop: Food/cooking n=774, Parenting n=610, Home n=757, Animals/Pets n=732, Travel n=720, Fitness n- 712, Beauty n= 739 Note: Facebook is heavily used in general, and thus tends to mirror the overall population GENPOP FEMALE SOCIAL MEDIA USERS SHEKNOWS MEDIA USERS 18

19 AUTHENTICITY DRIVES CONVERSION influencers impact sales REGULARLY IMPACTS FOLLOWER/READER PURCHASE DECISIONS OF GENPOP FEMALE SOCIAL MEDIA 55% FOLLOWERS/ READERS OF SHEKNOWS 68% MEDIA USERS 19

20 DISCOVERY COMMERCE facebook, blogs & pinterest lead the pack WOMEN RANK SOCIAL NETWORKS THAT LEAD TO PURCHASE GENPOP FEMALE SOCIAL MEDIA USERS 58% SHEKNOWS MEDIA USERS 47% 32% 29% 27% 16% 24% 24% 19% 55% 16% 15% Q7. In which of the following forums do you most trust their opinions or recommendations on different products/services? Base: All Social Media and Blog Followers/ Readers Gen Pop n=1,073/ SK-BH n=460; Base: Daily Users of Each Platform: SK-BH: FB n=853, YT n=444, Blog n=175, Pin n=311;sk-bh: FB n=378, YT n=116, Blog n=207, Pin n=173 20

21 SURVEY RESULTS findings from content creators & social media influencers 21

22 INSIDE THE MIND OF AN INFLUENCER social media influencers INFLUENCE IS NOT A PRIMARY PURPOSE, RATHER A BYPRODUCT 78% INFORM 73% ENTERTAIN 61% INFLUENCE Q9. When you write a blog post or post something original to social media, what is your purpose? Base: All Influencers n=397 22

23 THE SCALE OF SOCIAL PERSONALITY influencers post frequently ORGINIAL SOCIAL CONTENT PRODUCED AT LEAST DAILY, BLOG 2-3X PER WEEK 63% Post daily on Twitter 49% Post multiple times per day on Twitter 57% Post daily on Facebook 37% Post multiple times per day on Facebook 53% Post daily on Instagram 27% Post multiple times per day on Instagram Q5. How often do you post original content you have created, to each of the following channels? Base: All Influencers n=397; Base: Everyday Enthusiasts/Expert Influencers n=266 23

24 SHARING PRODUCT EXPERIENCES HAS SALES IMPACT influencers endorse on blogs, twitter & facebook INFLUENCERS REGULARLY ENDORSE/RECOMMEND PRODUCTS ON THESE PLATFORM Q13. How often do you endorse/recommend different products and services in the following places? Base: Everyday Enthusiast/Experts Influencers n=266 24

25 INFLUENCERS LIKE SPONSORED PROGRAMS sharing personal experiences matches what their followers/readers want INFLUENCERS PARTICIPATE IN SPONSORED PROGRAMS 75% 77% of all Influencers participate in some type of sponsor program of Influencers who participate in some type of sponsor program like participating Q15. Do you like participating in sponsored programs for products or services? Base: Total n=234 and Everyday Enthusiast/Experts Influencer n=177 25

26 INFLUENCERS SUPPORT BRANDS THEY BELIEVE IN matching passion to authentic endorsement MAJOR REASON TO PARTICIPATE IN SPONSORED PROGRAM TOP BOX INFLUENCERS PARTICIPATE IN SPONSORED PROGRAMS I like the brand/product, so I'd recommend it anyway 80% The brand's values align with my own 80% I can authentically integrate the brand/product/service without it seeming too "sales-like" 80% My expertise is a credible fit for their brand category 70% My readers/followers like these recommendations 64% I get to build my own reputation by working with brands 59% The brand makes me feel important and that my opinion matters 44% I need the additional income 42% I want to be the first to try new brands/products 40% I get invited to cool, fun events that different brands sponsor 35% They are offering me something to give away to my readers/followers 35% 26

27 MAINTAINING AUTHENTICITY MAINTAINS TRUST risks are worth the reward HOW INFLUENCERS PREFER TO SHARE SPONSORED BRAND ENDORSEMENTS WITH THEIR AUDIENCES 75% 73% 67% TAKING/SHARING PHOTOS OF THE PRODUCT SHARING THEIR EXPERIENCES (BOTH GOOD AND BAD) OFFERING TIPS FOR USING THE PRODUCT/SERVICE Q19. How do you prefer to share sponsored brand endorsements with your readers/followers? Base: Participate in Sponsored Programs n=233 27

28 TRANSPARENCY IS PARAMOUNT to maintaining trust WAYS INFLUENCERS REMAIN AUTHENTIC WITH PAID ENDORSEMENTS ALL INFLUENCERS I acknowledge when a recommendation/post is a paid endorsement 86% I only endorse brands/products that I actually like and believe in 78% I focus on endorsing products that I believe will interest my followers/readers 74% I work the recommendations into topics I already write about, so that they feel natural in context I don't accept paid endorsement opportunities when I don't feel good about the product or brand 72% 69% I only endorse brands that stand for something I feel good about 53% I only endorse products that in a category that aligns with my expertise 52% I only endorse brands that align with my persona on social media 50% I give the product/service away to my readers/followers 31% 28

29 SURVEY RESULTS key takeaways 29

30 ADVICE TO INFLUENCERS from their followers/readers Q What advice would you give to social media personalities, experts, and bloggers to best engage you? Base: All Social Media and Blog Followers/ Readers Gen Pop n=1,073 SK-BH n=341 30

31 ADVICE TO BRANDS from influencers who want to collaborate 1. PLAN AHEAD Influencers don t want to jeopardize their audiences trust of them, so they can t (or won t) promote products they don t believe in. They believe in brands that they do or can use; thus if they re not already familiar with products, give them time to get familiar with the product and make a decision if they are a right fit for the brand. 2. BE CLEAR Don t make Influencers guess if the brand is a right fit for their audience or not. Be clear about your campaign goals, key messages, the audience they are trying to reach, content they need and timing. It s easier for an Influencer to determine if they can deliver on what you want to achieve when they are armed with this information. Communicate clearly what is expected of the Influencer, and take time to get to know the Influencer and allow the Influencer to get to know the brand. Q24. What one piece of advice would you give to brands wanting to work with you? Base: All Influencers 31

32 ADVICE TO BRANDS from influencers who want to collaborate 3. LET THEIR VOICE BE HEARD Influencers want to be allowed to speak honestly and openly about a product so they can be authentic. They want brands to be flexible and allow bloggers to speak in their own voice. They want to be able to showcase brands from their perspective. They do not want their words to be scripted or to feel like a sales pitch. Requiring too many guidelines can be too limiting or too rigid this confines Influencers and can negatively impact their authenticity and influence, as followers feel they are being sold to. 4. BE PATIENT It takes time for Influencers to create and generate content. Additionally, they don t want to overwhelm their audiences with multiple posts. Q24. What one piece of advice would you give to brands wanting to work with you? Base: All Influencers 32

33 ADVICE TO BRANDS from influencers who want to collaborate 5. COMPENSATE THEM WITH PAYMENT OR PRODUCT Blogging is work, even if a hobby. It takes time to develop great content and brands should be more willing to pay for services rendered. Influencers have an immediate impact on their followers and the cost to pay bloggers is far less than traditional advertising and media. If you cannot compensate, offer Influencers products for free. 6. BE MORE INCLUSIVE OF ETHNIC GROUPS Don t underestimate the buying power of minority women. Black women are a very strong and powerful voice in the world, and we have strong product/brand loyalty plus impressive buying power. But most brands, products, services, advertisements and content do not target us or feature us. I would tell brands not to underestimate the power of a black woman s support. Q24. What one piece of advice would you give to brands wanting to work with you? Base: All Influencers 33

34 APPENDIX additional demo info 34

35 NOTABLE DEMOGRAPHIC SKEWS BY SOCIAL PLATFORM GENPOP FEMALE SOCIAL MEDIA USERS PLATFORM DAILY USERS (OVER INDEX) FOLLOW INFLUENCERS (OVER INDEX) Blog 16% use daily 36% Follow Influencers (138) Democrat (127) Live in urban center (132) (125) Independent (120) Facebook 79% use daily 52% Follow Influencers Does not over-index on anything Does not over-index on anything Twitter 22% use daily 40% Follow Influencers (163) (104) Single (145) Democrat (139) Live in urban center (120) (129) (116) Single (120) Democrat (128) Live in urban center (119) LinkedIn 7% use daily 16% Follow Influencers Employed full-time (182) Mother (130) Employed full-time (138) College graduate (126) Democrat (151) 35

36 NOTABLE DEMOGRAPHIC SKEWS BY SOCIAL PLATFORM GENPOP FEMALE SOCIAL MEDIA USERS PLATFORM Instagram 33% use daily 46% Follow Influencers DAILY USERS (OVER INDEX) (179) (132) Young kids <2 in the household (133) Student (228) Single (151) Democrat (135) Live in urban center (121) FOLLOW INFLUENCERS (OVER INDEX) (157) (138) Young kids <2 in the household (121) Student (147) Single (120) Pinterest 29% use daily 51% Follow Influencers Tumblr 11% use daily 20% Follow Influencers Snapchat 22% use daily 20% Follow Influencers (137) (127) Young kids <2 in the household (124) (293) Single (212) Democrat (163) (266) (125) Student (303) Single (180) Live in urban center (138) Democrat (117) (129) (120) (247) Single (168) Democrat (137) Live in urban center (148) (226) Single (150) Democrat (147) Live in urban center (157) 36

37 NOTABLE DEMOGRAPHIC SKEWS BY SOCIAL PLATFORM SHEKNOWS MEDIA USERS PLATFORM DAILY USERS (OVER INDEX) FOLLOW INFLUENCERS (OVER INDEX) Blog 45% use daily 57% Follow Influencers (131) (129) Asian (132) Kids 6-11 (131) and (123) in home Post college grad (122) (128) (127) Kids 3-5 in the home (120) Independent, vote Democrat (110) Live in urban center (114) Facebook 82% use daily 67% Follow Influencers Twitter 47% use daily 59% Follow Influencers LinkedIn 12% use daily 22% Follow Influencers Kids in home (149) (120) African-American (122) Kids 6-11 (139) and (127) in home (133) (130) African-American/Black (197) (115) (113) (119) Live in urban center (117) (115) (123) (120) (121) Democrat (110) Live in urban center (127) (135) (125) (146) African-American (135) Employed part-time (134) Independent, vote Democrat (142) Live in urban center (136) 37

38 NOTABLE DEMOGRAPHIC SKEWS BY SOCIAL PLATFORM SHEKNOWS MEDIA USERS PLATFORM DAILY USERS (OVER INDEX) FOLLOW INFLUENCERS (OVER INDEX) YouTube 25% use daily 46% Follow Influencers (152) (121) African-American (160) Homemaker (130) Live in urban center (137) (145) (124) African-American (123) Employed part-time (122) Live in urban center (116) Instagram 41% use daily 50% Follow Influencers Pinterest 38% use daily 519 Follow Influencers Google+ 17% use daily 26% Follow Influencers (171) (141) (125) (126) Kids 6-11in home (130) Kids in home (128) Homemaker (127) (151) Kids 3-5 in home(131) Kids in home (142) Homemaker (120) (277) (172) (136) (136) African-American (123) Homemaker (144) Republican (126) Live in rural area (131) (141) (145) (123) (124) Democrat (110) Live in urban center (114) (123) (121) (122) (131) African-American (121) Live in urban center (119) 38

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