Vaikuttajamarkkinointi on noussut yhdeksi suurista markkinoinnin trendeistä. Tutkimme laajan kyselytutkimuksen avulla vaikuttajamarkkinoinnin tehokkuutta sekä selvitimme suomalaisten Instagram-käyttäjien suhtautumista palvelussa tapahtuvaan vaikuttajamarkkinointiin. Tutkimuksemme mukaan jopa noin kolmannes Instagram-vaikuttajamarkkinointia nähneistä on tehnyt ostopäätöksen vaikuttajamarkkinoinnin perusteella. Eniten vaikuttajamarkkinoinnin perusteella on ostettu vaatteita, kosmetiikkaa ja urheiluvälineitä.
Lataa suomenkielinen tutkimusraportti
Influencer marketing has become one of the great marketing trends recently. We researched and surveyed the effectiveness of influencer marketing and examined the Finnish consumers’ attitudes towards the concept. According to our study, as many as one third of those who had been affected by influencer marketing have made a purchase decision based on influencer marketing. The most popular product categories for these purchases were clothing, cosmetics, and sports equipment.
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Most of Finnish Instagram users follow influencers
73% of the Finnish Instagram users follow Instagram influencers, such as celebrities, bloggers, or moderators of specific content profiles. Influencers also interest consumers, and the product tips they give are generally considered useful. Most of the respondents were well aware that Instagram influencers might do collaborations or sponsorship deals with businesses. In addition, according to our research, relevant, good quality, and high-spirited publications are the main factors which increase the following rates of Instagram influencers.
Influencer marketing works well for younger age groups
Influencer marketing in Instagram resonates especially with younger age groups. Compared to other age groups, 15-24 year olds use Instagram much more often, pay more attention to the products the influencer consumes, remember seeing influencer and business collaborations more often, while also see them as more beneficial. In addition, younger age groups are also more probable to purchase products or services based on Instagram influencers’ recommendations.
The research was conducted as a quantitative online survey. The target group was 15-65 year old Finnish Instagram users. The number of respondents was 1884, of which 492 had an Instagram account. Most of the survey’s questions were presented to the Instagram user group. Data collection was conducted by M3 Research.
Our summary of the research results below:
