In today's social media-driven world, both brands and influencers play a pivotal role in influencing consumer behavior.
Whether it's through the relatable storytelling of influencers or the authoritative voice of brands, each type of content serves a unique purpose in guiding potential customers from consideration to conversion.
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How We Know: Research at Later
Later has a full team of researchers who support our product, marketing, and service teams to make sure our user’s needs are front and center in everything we do.
This survey ran in February 2024 with a panel of 361 US based social media users to understand how they’re using social media, and their attitudes towards influencer marketing and brand content.
The Dual Impact of Brand and Influencer Content
Based on our survey of 361 US based social media users, consumers rely on a mix of content types when making purchase decisions.
33% of consumers reported being influenced by organic brand posts when making a purchase
33% of consumers were also swayed by brand ads on social media
This highlights the importance of brands maintaining an active and engaging presence on social media. Consumers look to brands for authoritative information, so ensure the content you share is accurate, informative, and aligned with your brand values.
On the other hand, influencers provide a more personal touch:
31% of consumers are influenced by unsponsored recommendations from creators, demonstrating the power of authentic, organic content
25% of consumers are influenced by sponsored posts from creators
31% of Gen-Z cite sponsored posts as a key factor in purchase decisions.
This suggests that influencer marketing is especially effective when targeting younger audiences.
The Power of Influencers: Why Consumers Follow Them
Influencers play a unique role in the social media ecosystem.
55% of consumers follow influencers to see entertaining content
46% of consumers follow influencers to learn something new
When influencers share content about your product, it should be done in a way that is both engaging and educational. Useful types of sponsored content included:
42% of social media users cited how-tos and tutorials
39% said product reviews were also useful
These posts allow influencers to showcase your product in action, helping potential customers see its real-world benefits. These authentic narratives resonate with consumers because they feel relatable and genuine, building trust in your brand.
What Consumers Want from Brands: Accuracy and Relevance
While influencers bring a personal and entertaining touch, the expectations for brands are slightly different. Creating entertaining and interesting content is still important, but it’s not the core reason:
45% of consumers follow brands on social platforms to stay updated with brand news
43% of consumers follow brands to learn more about the brand
Your brand’s social media content should focus on providing accurate, and informative posts that embody your brand’s voice and values.
40% of consumers are more likely to unfollow brands if the content is perceived as inauthentic or misleading
29% of consumers would unfollow brands if the content is too sales oriented
To maintain a loyal following, it's essential to clearly keep your followers up to date in a way that aligns with your brand identity and values. Some content ideas include:
Interactive contests or giveaways
Showcasing products in use
Educational content like how-tos or tutorials
Content plays on social trends
Striking the Right Balance
The key to a successful social media strategy lies in understanding the distinct roles that brands and influencers play. By leveraging influencers to provide entertaining, authentic, and educational content, while focusing your brand’s posts on accurate, up-to-date information, you can create a balanced and effective presence on social media. This approach not only maximizes your reach but also builds stronger, more meaningful connections with your audience.
Remember, the goal is to provide value—whether through an influencer’s entertaining tutorial or your brand’s informative updates. By aligning your content strategy with consumer expectations, you can ensure your brand remains relevant, trustworthy, and top of mind.
