Influencer marketing is booming across social channels and is expected to be worth more than $20 billion by 2023. However, a survey by Storyblok, a headless CMS platform, has revealed that 25% of consumers are put off by celebrity or influencer endorsements, while only 19% of them would be actively encouraged to make a purchase. The research also showed that older customers are more likely to be turned off by such endorsements, with only 13% of those aged 35 and up caring about them.
Storyblok VP of Marketing, Thomas Peham, said that influencer endorsements can be a ‘double-edged sword’, as it may attract a younger audience to a brand, but actively discourage higher value shoppers.
These findings are important for marketers to bear in mind when deciding whether to use celebrity or influencer endorsements for their product or service. It is essential to understand which audience segment is most valuable to you, the channels on which you can find them and the influencers and celebrities most likely to generate a positive response from them.
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Originally reported by Martech: https://martech.org/celebrity-influencers-are-a-turnoff-for-some-consumers/
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