{"id":5547,"date":"2023-12-23T02:29:39","date_gmt":"2023-12-23T02:29:39","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/celebrity-influencers-are-a-turnoff-for-some-consumers\/"},"modified":"2023-12-23T02:29:39","modified_gmt":"2023-12-23T02:29:39","slug":"celebrity-influencers-are-a-turnoff-for-some-consumers","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/celebrity-influencers-are-a-turnoff-for-some-consumers\/","title":{"rendered":"Celebrity influencers are a turnoff for some consumers"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Influencer marketing is booming across social channels, with the value of the industry expected to surpass $20 billion in 2023 and over 80% of marketers attesting to its effectiveness. Those statistics come from an <a rel=\"nofollow noopener\" href=\"https:\/\/influencermarketinghub.com\/influencer-marketing-benchmark-report\/\" target=\"_blank\">Influencer Marketing Hub report<\/a>. <\/p>\n<p>An alternative perspective is provided by new research from Storyblok, the headless CMS platform. <\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong>By the numbers. <\/strong>Based on a survey of 1,000 consumers, endorsements by influencers and celebrities can present a risk to holiday sales.<\/p>\n<ul>\n<li>25% of consumers are turned off of purchases by celebrity or influencer endorsements.<\/li>\n<li>Only 19% would be actively encouraged to make a purchase.<\/li>\n<li>Almost 60% say such an endorsement does not encourage them to make a purchase.<\/li>\n<li>Older customers are more likely to be put off by these endorsements (only 13% of those aged 35 and up care about them).<\/li>\n<\/ul>\n<p><strong>Age matters. <\/strong>The percentage of consumers put off by celebrity and influencer endorsements grew steadily with age in the Storyblok sample. This matters because there is data suggesting that the value of customers also grows with age.<\/p>\n<p>\u201cAn influencer endorsement is a double-edged sword. Although it might attract a younger audience to a brand, it can actively discourage other, higher value shoppers,\u201d said Storyblok VP of marketing Thomas Peham in a release. \u201cThis goes beyond mere ambivalence \u2014 it makes a significant number of consumers less likely to buy a product.\u201d<\/p>\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h3 class=\"wp-block-heading has-text-align-center has-text-color\" id=\"h-take-martech-s-2024-salary-and-career-survey\" style=\"color:#000000\">Take Martech\u2019s 2024 Salary and Career Survey<\/h3>\n<p>From AI to layoffs, it\u2019s been quite a year. We\u2019d like to know how it\u2019s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><strong>Why we care. <\/strong>It\u2019s obvious why the Influencer Marketing Hub cares about the value and effectiveness of influencer marketing. Does Storyblok have skin in the game? It\u2019s actually unclear. <\/p>\n<p>As a headless CMS, its chief proffer is agnosticism as to the digital channels used to present content to consumers (traditional CMSs were designed with websites in mind). As one might expect, younger consumers in this sample value mobile (just) ahead of websites, with social media not far behind. But those valuable 45+ customers favor websites over mobile by 20%. And websites, as we observed, are well-served by a traditional CMS.<\/p>\n<p>But here\u2019s our takeaway. Celebrity and influencer marketing is not about paying any well-known face to represent your brand. It\u2019s about knowing 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 rather than from the public in general.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/beyond-boundaries-the-future-of-digital-content\/\" target=\"_blank\">Beyond boundaries: The future of digital content<\/a><\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/celebrity-influencers-are-a-turnoff-for-some-consumers\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Influencer marketing is booming across social channels, with the value of the industry expected to surpass $20 billion in 2023 and over 80% of marketers attesting to its effectiveness. Those statistics come from an Influencer Marketing Hub report. An alternative perspective is provided by new research from Storyblok, the headless CMS platform. By the numbers. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-5547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Celebrity influencers are a turnoff for some consumers - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/celebrity-influencers-are-a-turnoff-for-some-consumers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Celebrity influencers are a turnoff for some consumers\" \/>\n<meta property=\"og:description\" content=\"Influencer marketing is booming across social channels, with the value of the industry expected to surpass $20 billion in 2023 and over 80% of marketers attesting to its effectiveness. 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