Factors Influencing the following of Social Media Influencers

A recent survey was conducted by Expert Market Research, which revealed that content quality holding a share of 33.33% is the leading factor that affects the following of a social media influencer. The way influencers engage and resonate with their audience, through relatable and quality content, has significantly enhanced their appeal in increasing their followership.

In this era where digital presence is constant, there are various factors influencing the decision to follow a social media influencer. The recent study done by Expert Market Research, encompassing over 20,000 respondents across major cities in India revealed fascinating insights into influencer followership dynamics.

Factors Influencing The Following Of Social Media Influencers

Content quality holding a share of 33.33% is one of the most significant factors affecting the decision of whether to follow the influencer. Whereas 20.15% of respondents consider the expertise of influencers in their field before following them. According to the survey, 19.23% of respondents also consider the personality, style, and aesthetics of the social media influencers. Engagement with the followers and recommendations from friends and family also affect the decision accounting for 3.85% and 1.28% respectively. But there is still a high percentage of 19.23% who don’t like following influencers. They prefer to engage with their connections, but this number is slowly decreasing.

Our study indicates how visually appealing, high-quality, and engaging content can drive the following of influencers. Influencers are most likely to attract large audiences if they curate content that addresses the interests and needs of their audience. The emphasis on content quality is considered important for maintaining a sustained followership. Influencers who have great expertise in their field also have more followers. Influencers are known for their genuine endorsements and a track record of expertise in their specific niche. Influencers offer genuine insights from their own experiences and perspectives. They work in a way that matches their principles and interests engaging more audience.

Engaging Content to be the Most Popular

The activity rate of influencers, positivity in their posts, and harmony between the interests of their followers and the sponsor's brand all variables together present inverted U-shaped effects. For example, too much posting can have a damaging impact on engagement, while too little posting is also a problem. Influencers following a balanced approach have led to maximized engagement and increased followers.

The study further delves into how the decision to follow a social media influencer can be multidimensional, determined mainly by the quality of content, expertise, and personality—with aesthetic appeal and engagement serving as more minor yet essential factors. All these can assist an influencer in developing a strategy that attracts and maintains a dedicated follower base for continuous growth and an even more significant impact in this competitive world of social media.