GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >>

 
  Share

New Survey from BPG Group and YouGov Highlights Consumers' Views about Social Media Influencers

 

19 November 2019:   The fourth edition of the Social Media Influencers survey by BPG Group and YouGov found that 85 per cent of respondents follow social media influencers in the UAE and KSA, while 79 per cent have unfollowed many social media influencers due to their increased promotional content and contrasting values and ethics. 


But despite this movement by consumers, the survey reveals that influencers with relevant content continue to have a strong following as they win and retain consumer trust, which ultimately impacts purchasing decisions.   

 
Consumers want honesty and credibility    


Furthermore, 73 per cent of consumers can tell if content on a social media influencer's page is paid for or authentic and 59 per cent are less likely to trust influencers' reviews or recommendations if they have been paid to advertise it.  Close to four in five respondents say they are aware that influencers can buy followers, likes and comments on Instagram. 


Taghreed Oraibi, Business Director from BPG Group, said: “Brands and agencies alike are following international and local regulations and guidelines in a step to support authorities regulate influencer marketing and increase content transparency to protect consumers. Disclosure statements and hashtags are being used more than ever, hence consumers are more aware of the nature of an influencer's content. As an agency, we work closely with our clients to ensure that content is created in partnership with influencers to reflect the brand's messages while maintaining transparency and ensuring that the required guidelines are met. We also ensure that the necessary due diligence is carried out prior to any partnership with an influencer to prevent any fraud.”


The positive impact on purchasing decisions    


Social media influencers who are trusted and followed by consumers still play an important role in affecting their purchasing decisions. Among consumers, 73 per cent have purchased from a brand or tried a service mentioned by an influencer and 73 per cent discover new trends by following them. 71 per cent dined somewhere, 66 per cent have bought services or products using a promo code, 54 per cent have picked a travel destination and 78 per cent have followed a brand on social media due to an influencer's post.   


However, reviews from their friends and families outshine social media influencers, with the majority stating that they trust reviews from their friends more than social media influencers.  

 


Who's seen as an influencer? 


The survey asked respondents about how they define influencers, and 64 per cent said they consider celebrities to be influencers, while around 50 per cent said they believed that those who regularly post about a certain topic or are subject matter experts on a subject are influencers. 


Content remains the key pillar of Influencer Marketing     


Some of the most interesting findings were around content – and the survey reveals that the quality and type of content on an influencer's page is more important to consumers than the number of followers they have. Seven out of 10 respondents said they follow an influencer because they find their content interesting.

   
 “The survey confirms that content is the key factor driving consumers to follow influencers. Numbers still affect perception and trust, with a majority stating that they trust Macro-influencers the most, however, content still remains priority. There's no longer room for shallow content that fails to resonate with consumers or for advertising content that masquerades as authentic content. Brands and influencers have to invest in developing content that resonates and connects with consumers.” said Arif Ladhabhoy, Business Director, BPG Group.    


The survey revealed that video content was preferred across the travel, food, lifestyle, automotive, technology, gadgets, gaming and entertainment sectors, while images were ranked as the highest preferred content in the fashion, beauty, interiors, and art and culture segment.   


Users interact with this content on influencers' platforms through likes (68 per cent), followed by comments (52 per cent) and shares (41 per cent).  


Top influencer categories and platforms  


Amongst the top influencer categories, Entertainment was the most popular with 94 per cent of consumers following them, followed by Food (92 per cent), Travel (91 per cent), Tech (90per cent), Lifestyle (89 per cent), Arts and Culture (88 per cent), Fashion and Beauty (85 per cent), Interiors (80 per cent), Automotive (78 per cent) and Gaming (75 per cent).    

Consumers most often use Facebook to follow Travel, Interiors, Arts and Culture and entertainment and automotive influencers, while Instagram tops the list of platforms amongst Fashion, Beauty, Food, and Lifestyle influencers.  While Technology, Gadgets, and Gaming influencers are more popular on YouTube.  

 

 



Posted by : GoDubai Editorial Team
Viewed 4856 times
Posted on : Tuesday, November 19, 2019  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Tips to Avoid Online Scams
Next Story : This visually-impaired Emirati knows no impossible
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
Chlo's Iconic Carlina Sunglasses In a Precious New Interpretation
Holiday Hair-Styling Essentials from VIERRO
Luxe Beauty Gifts for your Loved Ones this Festive Season
'Tis the Season to Be Glamorous - Beauty Essentials from GlamBeaute.com!
Arabic version of Zoho Creator launched to help businesses create custom applications
Homegrown Jewellery Brand Sumaya Bakkar Collections Curated Festive Gift List
Your Holiday Gift Guide for Her
Union Coop Pays Tribute to the Martyrs on Commemoration Day'
Berkan Steakhouse Launches in Dubai
ENEC Releases 'Tasamoh' a Rehabilitated Green Turtle and organizes Beach Cleanu...
China Homelife the Largest China Sourcing Platform Set to Showcase a Wide Variet...
Dubai Cares' Volunteers bring hope to children in remote village in Senegal
New year, New You with Lunette
Dubai Festival City Mall Visitors In for A Jolly Festive Season Like No Other in...
Uncovering the Beauty of Mechanics'
Cole Haan Makes Its Debut at Sole Dxb 2019 Showcasing Footwear Collaborations
Customs World inks MoU with Indonesia to roll out World Logistics Passport
Emotional and highly dynamic: the design of the MINI John Cooper Works GP.
The Middle East Organic Market's Premiere Business Event Opens In Dubai
Statement Cardigans
GROHE received the Red Dot: Brand of the Year
Free gold coins at Malabar Gold & Diamonds Festival.
Set Up Stylish Outdoor Spaces with 2XL Furniture & Home Dcor
Best Menswear Items
NYU Abu Dhabi Class of 2017 graduate Alioune Fall named as 2021 Schwarzman Scholar
Annual DIAC Conference examines impact of UAE Arbitration Law
Air Cargo Peak Season off to Slow Start, Annual Demand down 3.5% in October
Hyundai's all-new 2020 Sonata now available in the UAE
Emiratis and expats set off to a two-week Camel Trek across the UAE desert
Lewis Hamilton Tops Off Sixth World Title With Victory at Formula 1 Etihad Airwa...
Information City concludes "Al Saada" initiative
World Muslim Communities Council hosts first International Youth Forum in Abu Dhabi
ENEC welcomes visit by senior Emiratis to headquarters in Abu Dhabi
Abu Dhabi Airports awards retail spaces at Midfield Terminal to Lulu Group
Truesteam Technology by Lg is Setting A New Standard for Hygiene
1247 Media joins du to offer free unlimited WiFi UAE data to RTA taxi users
Abu Dhabi Digital Authority's TAMM' initiative awarded with the Sheikh Salem Al...
Give a cat a loving home
EASA extends Part 145 certification of SriLankan Engineering
Reuben Kipyego and Vivian Kiplagat Win 2019 Adnoc Abu Dhabi Marathon
Race Legend Back After Breaking Neck Sees More World Titles on the Way to Abu Dhabi
'Herman Miller and DIDI announce the winners of the Ergo Chair - Student Design...
DP World joins forces with Dubai Cares in giving a new facelift to Umm Al Qura S...
Federal Transport Authority inks MoU with International Maritime Organization in...
3rd Saudi Maritime Congress announced for March 2020
Pre-school launches initiative encouraging children to stay hydrated
Al Qemzi Claims Abu Dhabi Grand Prix Pole With Brilliant Surge
Arabian Automobiles INFINITI pledges the highest-quality certified pre-owned vehicles
Etisalat Misr tests 5G on commercial network with Ericsson