Entertaining and trusted, influencers – in all their diversity – are helping Australians define themselves, according to new research commissioned by socially-led creative agency We Are Social.
Examining why influencers have become so popular, the Under the Influence report canvassed the opinions of 1,024 Australians who followed influencers.
The report, which was compiled with qualitative research conducted by Forward Scout and quantitative research through Pure Profile, found that:
- 85 per cent of Australians surveyed described influencer content as entertaining.
- 77 per cent of respondents cited entertainment as the main reason they enjoy influencer content.
- 71 per cent of respondents liked seeing behind the scenes of an influencer’s life.
- 59 per cent of consumers don’t mind seeing products in an influencer’s feed.
- 67 per cent of participants said they do mind if influencers promote things they don’t use or don’t believe in.
- 63 per cent of those who follow an influencer do so because they’re a trusted source of information.
- 62 per cent of those surveyed agreed with the statement ‘influencers help me shape my identity’.
At a launch event for the report in Sydney last night, We Are Social managing director Suzie Shaw (pictured above) said the growth of influencers is accelerating.
“We undertook this research to get under the skin of influencers’ appeal to consumers, so we can advise our clients how to leverage them most effectively,” she said.
“With the rise of Influencers, we’ve seen an explosion in the number of people deriving a living from creative pursuits and the volume of inspirational content on offer to consumers.
“And with 49 per cent of Australians born overseas or having one or both parents born abroad, consumers are drawn to the more diverse line-up among influencers than they see in mainstream media.
“From Mychonny to Superwog and Li-Chi Pan to Natalie Tran, they’re more representative of Australian consumers and their interests.”
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]