The idea distilled.
A world first examination of the formative role of influencers within Australian domains through the lens of behavioural science. This report is an in-depth look at the role of ‘Influencers’ in Australia’s media landscape, including what drives their success, and how much they impact consumer behaviour.
If nothing else, three things to fuel your growth.
- Most influencers have a specific area of expertise, but it’s common for them to give their thoughts on other subjects too that their followers want to hear from them on – this is Influence Elasticity.
- Trustworthiness and Attraction are the most important factors that drive engagement with influencers.
- With social media a space where so many Australians choose to spend time, it’s not surprising that three quarters of Australians aged 15 to 40 years old follow influencers, making this a firmly mainstream behaviour.
Some additional food for thought…
- Almost three quarters of Australians aged 15-40 years of age follow at least one influencer. And of those who follow influencers, a third follow more than 15.
- Influencers have the potential to be powerful brand ambassadors; 7 in 10 followers have bought a product / brand / service because an influencer recommended it.
- The overall sentiment towards influencers is positive. People see them as a source of entertainment and inspiration, and in fact half of followers would be an influencer themselves if they had the chance.
