Influential vs Influencer

Our associates tell-all about what really influences them; where they find products, whose recommendations they trust, and who’s all cap.

Trust is about power, impact, and effect –– and to a lesser extent, inspiration. Our associates spoke about influence as the ability to exert power over others, and that power could be a positive force or a manipulation. This foundational understanding is the reason they keep their cards close to their chest and ensure trust is before influence.

What does influence mean to you?

Squad All Day.

Friends are by far the greatest source of influence for our associates at 61%. The fam-bam is next at 23%, meaning close relationships account for 84% of our associates most influential sources.

Which of the following influences you the most?

Although 23% of associates list their family as their greatest influence, only 6.5% follow family members on social media –– the greatest variance of any group –– suggesting that family's influence is greater than digital appearances.

Who do you follow most on social media?

All The Vibes

Similarity is the greatest motive when choosing who to follow on social media. The cousin of familiarity, our associates are influenced by the similarity effect, or similarity attraction effect –– as social beings they’re attracted most to other humans with the highest

Similarities. This is also reflected in their second highest reason to hit the follow button; someone who cares about what they care about.

What's the main reason you follow someone on social media?

All Press is Good Press?

Though their family and friends influence them the most, 49% learn about new products from media/ advertisements, with family/friends coming in second at 23%.

Where do you most often learn about new products you're interested in buying?

Trust is Hard Won

Friends are by far the greatest “They get paid to lie.” Majority of our associates don’t trust influencers or celebrities recommendations on products they’re promoting. Just under half (45%) trust influencers while even fewer (39%) trust celebrities. Their trust doesn’t sit with the highest bidder.

How much do you trust social media influencers to give you good advice about brands or products they are promoting?

How much do you trust social media influencers to give you good advice about brands or products they are promoting?