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Influencer endorsements could harm festive sales, Storyblok suggests
Thu, 21st Dec 2023

Latest research conducted by enterprise CMS Storyblok suggests that influencer endorsements may lead to a drop in sales over the festive period.

The survey, which reached out to 1,000 consumers, indicates that nearly one in four shoppers are deterred from purchasing a product if it is endorsed by an influencer. Furthermore, 57% of consumers admitted that an influencer endorsement does not entice them to buy a product.

The research revealed an interesting paradigm, with the utility of influencers proving to be more effective among the younger demographic. 30% of those below the age of 35 stated they would more likely make a purchase based on an influencer's endorsement.

However, the same age group also saw 19% of its cohort confirm that they could be actively discouraged from buying a product because of influencer involvement. This feeling was echoed by 22% for the age group 35-44 and surged to 30% among those aged over 45. Walloping 57% confirmed that endorsements made no difference to their purchasing decisions.

Thomas Peham, VP of Marketing at Storyblok, said: "An influencer endorsement is a double-edged sword. Although it might attract a younger audience to a brand, it can actively discourage other, higher value shoppers."

"This goes beyond mere ambivalence - it makes a significant number of consumers less likely to buy a product. It underlines why brands need to really understand the preferences of their audience and tailor their marketing accordingly."

YouGov’s findings coincide with Storyblok's research, reinforcing that Christmas spending on average increases with age. Brits between 25-34 are expected to spend around $600AUD, with those aged between 45-54 forecasted to spend an estimated $900AUD.

The survey revealed no discrepancies between genders on the impact of influencer endorsements. An equal proportion of men and women, 20% and 21% respectively, admitted they could be tempted to purchase a product due to influencer promotion.

Still, the discord came into play when data indicated 28% of men could be put off by influencer persuasion, compared to 19% of women.

Storyblok's research also suggests a significant divide in the influence of different marketing channels, especially between age categories. Generally, websites remain the most valuable marketing tool - with 43% claiming it is the most important channel, followed by mobile (34%), and social media (16%).

However, younger consumers aged 18-24 opine that mobile is more important (36%), followed by websites (35%) and social media (25%). In contrast, only 7% of consumers aged 45+ believe social media is the essential channel, with 31% preferring mobile and 51% citing websites.

Thomas Peham commented: "Marketing to consumers is becoming increasingly complex with the weight different groups give to each channel in a state of flux. If marketers reach the wrong group with the wrong message, they can actually do damage to their brand."

"Technology can help ease the burden by simplifying and speeding up communicating on different channels, but it is no substitute for brands really getting to grips with who their potential customers are and what they want."