🎓 Influencers sell more than celebrities

People were 59.7% more likely to say they would buy a protein shake when it was endorsed by a social media influencer vs a celebrity (e.g. famous actor).                                                                                                                                                                                                                                                                                                                                                                                                                 July 02, 2024 | [Read Online]( Influencers sell more than celebrities People were 59.7% more likely to say they would buy a protein shake when it was endorsed by a social media influencer vs a celebrity (e.g. famous actor). [Thomas McKinlay]( [fb]( [tw]( [in]( [email](mailto:?subject=Post%20from%20Ariyh&body=Influencers%20sell%20more%20than%20celebrities%3A%20People%20were%2059.7%25%20more%20likely%20to%20say%20they%20would%20buy%20a%20protein%20shake%20when%20it%20was%20endorsed%20by%20a%20social%20media%20influencer%20vs%20a%20celebrity%20%28e.g.%20famous%20actor%29.%0A%0Ahttps%3A%2F%2Ftips.ariyh.com%2Fp%2Finfluencers-sell-more-than-celebrities) New to [Ariyh](? This is a 3min practical summary of a scientific study 🎓 Join 28,214 marketers who use science, not flawed opinions 📈 [Subscribe here]( Today’s insight is brought to you by… [Modash]( [Modash]( is the tool brands like Bolt, NordVPN, and Mixtiles use to find nano & micro influencers. It lets you search & filter every public creator profile on Instagram, TikTok, and YouTube. That’s over 250 million social media creators! Filter by location, audience, content performance (e.g. average views), niche, and more. [Try it for free]( Want to sponsor Ariyh? [Here’s all you need to know](. 📝 Intro You’re looking for someone to endorse your product. Should you choose an influencer or a well-known celebrity? For example, who would be more effective to promote a laundry stain remover: - A stay-at-home mom posting content about her family life, meal prep for her family, and hacks around the house - The star of the latest box-office-topping romcom, who's currently the talk of Hollywood New research from Tilburg University gives us the answer. P.S.: If you want to highlight how innovative or cutting-edge your product is, [try working with a virtual influencer]( instead of a real human Want to access hundreds more insights like these? [Explore Ariyh insights here](. Influencers related to your product are more effective endorsers than celebrities Topics: Social Media For: B2C. Can be tested for B2B Research date: July 2019 Universities: Tilburg University 📈 Recommendation To promote your product, work with influencers who are relatable and likely to use your product. They are more effective than celebrities (e.g. a famous actor, or fashion model). People will be more likely to buy. 🎓 Findings - Endorsements by influencers are more effective at increasing purchase intentions than endorsements by celebrities. - As part of two experiments, researchers found that when a product was endorsed by an influencer (vs a celebrity) people were more likely to say they would buy a: - Protein shake (+59.7%) when endorsed by fitness influencer Kayla Itsines versus Dutch field hockey player Fatima Moreira de Melo - Watch (+15.6%) when endorsed by fashion influencer Danielle Bernstein versus celebrity Kendall Jenner - Tinted moisturizer (+15.1%) when endorsed by influencer Serena Verbon compared to supermodel Kate Moss - Stand mixer (+9.6%) when food influencer Gaby Dalkin endorsed it versus TV chef Rachel Ray. - The effect only holds if there is a fit between the product and the influencer being used to promote it. 🧠Why it works - We consider influencers as [similar to ourselves](, while we consider celebrities to be [a goal we aspire to](. - So we find influencers to be [more relatable and approachable](, giving greater weight to their recommendations, as we assume they’d have similar tastes as us. - We’re also more aware that celebrities are usually paid for endorsements, making us [trust their judgments]( on products less. ⏳ Are people leaving your Shopify store because it’s too slow? For every 1 second delay in page load, conversions fall by up to 20%. [Studio 31]( will make your Shopify store faster in 4 weeks - or get your money back. Get a faster Ecomm site today and get: - Higher conversion rates - More organic traffic - Better performing ads [Get a faster store]( This announcement was sponsored. Want your brand here? [Click here](. ✋ Limitations - The studies focused on purchase intentions - the effect might not be as strong for real-world purchase behavior and sales. - The research used experiments where a product was placed next to the endorser, to resemble a basic ad format. In real endorsements, influencers and celebrities will also use engaging captions to accompany the posts. Depending on the accompanying text, the effect could be stronger or weaker. - The experiments looked at influencers and celebrities as two distinct groups - in reality, it’s probably a spectrum. There are famous influencers that have reached celebrity status, and celebrities that are very relatable online, with many becoming influencers in their own right through strong social media engagement. 🏢 Companies using this - Most companies seem to use influencers of various sizes and celebrities interchangeably. For example - Coca-Cola with celebrity trio the Jonas Brothers - [L’Oreal]( with celebrity Kendall Jenner - [Gymshark]( with fitness influencer David Laid - [Joybird]( with influencer Chrissa Sparkles Logistics company [Flock]( used celebrity TV personality Steve Burns for a social media campaign. Perhaps a more relatable influencer would have been more effective. ⚡ Steps to implement - Use influencers to endorse your product, instead of celebrities. - If you’re selling an aspirational product (e.g. luxury goods), celebrities may work well as effective endorsers, as long as their content seems genuine and it looks like they actually use your product. - When deciding which influencer to use, choose one that seems to genuinely link to your product. For example: - Cooking influencers for kitchen and food items - Interior design influencers for furniture - Athletes or wellness experts for health products and gym wear - Ask your influencers to develop [original content that seems genuine](, as compared to following a standard script. For example, if you’re using a homemaker to promote a cleaning product, have them mention anecdotes of messes involving their family that your item helped clean up (e.g. washing the mud off my son’s soccer jersey). - [Storytelling and personal experiences]( (vs informational and announcement-style posts) help make the influencer more relatable. - Choose your influencer based on the goals of your campaign - if you’re trying to increase sales, [micro-influencers are more effective](, while larger influencers are better for expanding the reach of your product. 🔍 Study type Lab and online experiments 📖 Research [Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit](. International Journal of Advertising (July 2019). 🏫 Researchers - [Alexander P. Schouten](, Tilburg University - [Loes Janssen](, Tilburg University - Maegan Verspaget, Tilburg University Remember: This is a scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s [how science works](). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. What did you think of today's insight? Help me make Ariyh's next insights 🎓 even more useful 📈 [💜 Loved it!]( [✌️ Okay]( [🫤 Meh]( Here’s how else Ariyh can help you: - 📈 Access 100s of insights and learn how other evidence-based marketers apply them, with [Ariyh Pro]( - 📘 Supercharge your business with Ariyh’s [Playbook of Pricing & Promotions]( or [Playbook of Ecommerce]( - 🎓 New to Ariyh? If this was forwarded to you can subscribe below for $0 - ✅ Refer a friend to unlock Ariyh’s Messaging Quick Wins Checklist. 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