A digital influencer is any person who professionally uses an online platform such as a social network, a video channel or a blog, for example, to publish some type of content and, in this way, engage a specific audience. Their main characteristic is the ability to induce people to think or behave in a certain way.
Highly sought after in e-commerce due to their persuasive skills, this type of professional can influence people to purchase a product or buy from a particular store. Therefore, in this article, we are presenting some of the results of the " Influencer Marketing 2024 " research by Influency.me in partnership with Opinion Box, which may be useful for digital businesses like yours.
About the research
In total, 2037 Brazilian internet users participated in the aforementioned study. The research took place in August 2024. One of the most curious findings of the final report is that 7% of Brazilians follow a digital influencer because they are attractive. Now, this data is very relevant, especially for us here at Agência e-Plus , who, as influencer Rodrigo Góes would say, are all "aesthetic".
Joking aside, let's now look at the main results of this Opinion Box survey. Of course, we'll only show the data that somehow relates to e-commerce and ignore the rest. But if you want to see the full content of this study, just click on the link we provided in the second paragraph above. Anyway, let's get to what matters!
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WHO FOLLOWS DIGITAL INFLUENCERS ON SOCIAL MEDIA IN BRAZIL?
This is certainly important information for an e-commerce manager like you. Knowing this will help you better understand which audience to target your digital influencer campaigns to. According to the “Influencer Marketing 2024” survey, 80% of Brazilian internet users follow influencers on social media.
In this context, women are the ones who consume the most content from digital influencers. In fact, 84% of them follow one or more digital influencers. And among those aged 16 to 29, the number is even higher, easily reaching 89%.
The social network on which Brazilians follow influencers the most is Instagram, with 91% of followers. In second place is YouTube, with 54%. Facebook is next, with 30%. And the social network TikTok is in fourth place with 28%.
The Opinion Box report also states that 69% of the internet users who participated in the study have already made some type of purchase after a recommendation from a digital influencer on social media. In addition, 48% have already purchased products after an online test that one of these professionals carried out. The product category with the largest participation is Cosmetics. Learn more about this below!
PRODUCT CATEGORIES BY INFLUENCE
The “Influencer Marketing 2024” study showed that, among people who have already purchased products based on the recommendation of an influencer:
- 45% did so in the Cosmetics category;
- 40% in the Clothing category;
- 40% on Courses;
- 33% in Books;
- 33% Makeup;
- 27% Food and Beverages.
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Other categories
Furthermore, 20% purchased in the Shoes category, 19% in Apps, 17% in Bags and Accessories, and another 17% in Decorative Items. The reasons for purchases, as you can see in the next topic, are the most varied. Keep reading!
REASONS FOR PURCHASE
Among the Internet users who participated in the survey:
- 48% said that the influencer test ended up being fundamental in the purchase decision;
- 33% purchased because the digital influencer provided an exclusive discount coupon;
- 33% bought because they already needed the product and the influencer reminded them of the need;
- 23% trusted the digital influencer's good taste and, therefore, made the purchase;
- 21% bought because they wanted to have the same result as the digital influencer had;
- 4% bought it to feel like they were similar to the an influencer.
It's important to mention that we've only listed the reasons related to influencers above . However, the report shows other reasons such as low price and hyped products , etc. If you'd like to know about those as well, please consult the full report!
