The study found creators who routinely shared personal experiences and engaged with their audience’s comments were perceived as honest and authentic.
The study, ‘Unleashing Influence: A Marketer’s Guide to Influencer Success,’ revealed that media spend on the global influencer market is expected to approach $6 billion in 2024.
With such growth forecast for the year ahead, the report explored users’ perceptions and preferences in five countries: Australia, France, Saudi Arabia, the USA, and the UK, and revealed how content creators and brand-sponsored content could push the industry even further.
Hannah Rook, head of intelligence and insights from MAGNA Australia, said that Australian social media users are increasingly drawn to and engaging with product-related content, from tutorials or product reviews, which she said makes the influencer market an “attractive proposition for brands.”
But she noted that rules of influencer engagement are important.
“This research explored influencer qualities that are preferred by Australians to help establish a set of criteria brands should seek when selecting influencers to work alongside,” she added.
The study also noted that creators who routinely shared personal experiences (58%) and engaged with their audience’s comments (56%) fared well on being perceived as honest and authentic.
Read more on Mediaweek.
