Type of Product Recommendations by Social Media Influencers

In a recent survey conducted by Expert Market Research, it was found that electronics are the most bought products based on influencer recommendations accounting for 20.78%. Consumers depend on influencer marketing due to the authenticity and relatability they offer. Millennials and Gen Z are the targeted audience with high engagement rates.

In a world dominated by social media, influencer marketing has gained popularity and restructured how we find and purchase products. Recently, Expert Market Research conducted a survey in which around 30,000 respondents participated across India’s top cities. The case study reveals some useful insights into consumer behavior driven by influencer recommendations.

Shopping Based on Influencer Picks

Despite some skepticism, many people are influenced by various recommendations from influencers in different product categories. Electronics is one of them with the highest share of 20.78%. It is one of the most famous categories highly influenced by social media endorsements. This is followed by clothing having a share of 18.18% and beauty products having a share of 15.58%. Home décor, food and beverages, and fitness products hold a share of 5.19% individually.

Fashion influencers are trending, offering haul videos, outfit inspirations, and styling tips as well. For beauty products makeup artists gain their reach by doing product recommendations and advertisements. Makeup influencers also offer makeup tutorials and in-depth reviews of the products. There are many brands such as Zara, Maybelline, Lakme, and homegrown brands that take the help of influencer collaborations to get a broader reach and more engaged audience.

As influencer marketing has gained traction, interestingly, 27.27% of respondents said that they are not being swayed enough to make any purchases based on influencer recommendations. This is a significant percentage which shows that there are still many people who don’t trust the judgement of influencers and remain skeptical of influencer endorsements. People still prefer to buy things based on traditional advertisements or following the recommendations given by friends and family.

Shopping Based on Influencer Picks

The study further delves into how millennials and Generation Z respond the most to influencer recommendations. They are the people who value relatability, authenticity, and social proof, offered by the influencers. Most brands take advantage of this and target these demographics. Brands are prioritizing using influencer marketing to impact their audience effectively.

In conclusion, the influence of social media influencers has been rising on consumer behavior. They are shaping purchasing decisions across many categories. The survey by Expert Market Research explores how influencer marketing will propel development and engagement by setting new trends, delivering content the audience wants to view, and leveraging authentic and strategic brand deals and collaborations.