Youtube influencers most trusted says new survey

YouTube influencers most-trusted by consumers, but young people increasingly purchasing via TikTok

 International research from global influencer marketing specialists, TAKUMI, reveals what consumers, influencers and marketers really think about YouTube, TikTok and Instagram as influencer marketing channels

Trust is an important dynamic in the influencer world. This new research by BCMA member Takumi I found very interesting to read. Trust leads to sales for sure and over a quarter of consumers (27%) have been influenced to purchase a product or service by YouTube influencers in the last six months, followed by 24% on Instagram and 15% on TikTok - which correlates with consumer trust. Tiktoks rise in the last 3 months, in particular, has been meteoric with a quarter of 16-44-year olds trust a TikTok influencer’s recommendations more than a friend’s, rising to 32% on YouTube. Over 60% of marketers say that this is the most creative and entertaining channel Its been well known that influencers want to be not seen as add on or media asset to a campaign but value more involvement in the creative element. Most influencers now refer themselves as content creators after all. All campaigns should have a clearly defined brief and in many instances a contract, the survey highlights that marketers major challenge is demonstrating ROI

Over the Pandemic, whilst we have seen a slowdown in brand campaigns, we have seen influencers' engagement rate in most cases rise, which means that as an advertising media, influencer marketing is a highly valued activation. Those influencers that educate, entertain inspire and genuinely add value to their follower base will prevail

Mary Keane-Dawson, Group CEO of TAKUMI says: “Since 2019 the influencer marketing industry has matured significantly, with consumer concerns lower than ever before, potentially accelerated by increased industry legislation and professionalisation. However, more remains to be done if influencers and marketers are to truly harness the potential of influencer marketing – and our research shows a multi-platform strategy is the best approach.

Instagram aspirational, TikTok escapist, YouTube influential

Across all markets, consumers perceived Instagram as more aspirational, informative, and user-friendly than TikTok. In contrast, TikTok is considered more escapist, entertaining, and creative than Instagram, with three out of five (60%) marketers agreeing TikTok is the most creative channel and two thirds of marketers (68%) also considering TikTok the most entertaining channel.

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