Millennials Are Sheeple When It Comes to Influencer Product Placements - Fashionista

Millennials Are Sheeple When It Comes to Influencer Product Placements

We asked if PR mailings and social media stunts really make us go shopping.
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Photo: Imaxtree

Photo: Imaxtree

Influencer marketing is having quite the moment, especially on social media. There's the Instagram-friendly PR mailings — KKW Fragrance's breakable chocolate heart, Chanel Beauty's supersize compact, to name a few — the elaborate unboxing videos, orchestrated product placements and FOMO-inducing travel pics with a coveted outfit or two. With online marketing platforms increasingly on the rise, promoting brands to a group of followers online is easier than ever. Even CGI influencers are making us want to buy clothes and makeup.

So, in April, we anonymously surveyed about 500 of our readers with the goal of determining whether influencer-promoted items make you, the consumer, really, actually want to go shopping. We learned that the average respondent of our survey is a female-identifying millennial between the ages of 19 and 35 who scours social media — specifically Instagram — for shopping inspiration. Plus, there's a 73 percent chance that she will happily follow a brand or purchase an item (65 percent) after seeing it on an influencer's feed. In fact, our respondents have spent an average of up to $250 on fashion and/or beauty products promoted on social media. Basically, if you didn't go into a deep, dark clickhole after seeing what brands your favorite influencer tagged on their latest post and end up with tracking information for a new pair of glove shoes from Everlane, then were you ever really on Instagram at all?

We compiled all of our findings into an in-depth PDF that you can download for free. With informative graphs, charts and percentages, you'll learn who among our respondents turns to social media for shopping ideas, how much influencers contribute to brand sales and awareness, whether or not an influencer's ad post will encourage purchases and more.

Download the PDF here.

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