Influencer is now an official profession, at least according to the latest survey results from IndaHash — an app that connects brands with influencers.
“The majority of people who responded put ‘influencer’ as their profession,” said Barbara Soltysinksa, chief executive officer of IndaHash. The company, which works with big beauty companies and influencers, launched in the U.S. in March and is releasing a survey that sheds light on influencer behaviors. Of those surveyed, 64 percent said being an influencer is a profession.
According to the survey, influencers are more frequently women than men, and female influencers also post more and buy more — 47 percent of them post content one to three times a day, versus 36 percent of male influencers, and 45 percent of female influencers versus 31 percent of male influencers bought something they saw in a social media post in the last week.
Seventy-seven percent of influencers surveyed also claimed to be competitive with traditional media, and 88 percent claim to be influential among friends off-line.
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Influencers are also influencing each other, the survey found. Of those asked, 83 percent said they prefer to follow real people rather than traditional media, and 55 percent of the most engaging influencers watch online video for several hours a day, but little to no television. Friends and other influencers and social media users influence 79 percent of those surveyed.
“The average age is 21 and usually they live in big cities and the majority of them are students,” Soltysinksa said. “In terms of engagement, top-tier influencers usually have less than 1 percent, and mid-tier is often from 5 to 12 percent.
“Also some of them, like 20 percent, live only in digital, so they have no close off-line friends at all,” Soltysinksa added.
“In terms of [U.S.] influencers…as they get bigger, they have much broader audiences — they can have non-English audiences,” Soltysinksa said. “In terms of the U.S., geo-targeting is much more important — we collect influencer zip codes….We don’t work with local brands — we work only with big brands but often they need to localize campaigns.”