May 9, 2022 Guest Blogger

How Influencer Marketing Affects Consumer Buying Behavior

Influencer Marketing Has a Direct Impact on Brand Awareness

As influencer marketing continues to grow, consumers have been turning to their favorite Instagram, TikTok, Twitter, and YouTube influencers for recommendations and reviews before purchasing an item. For marketers, it can be beneficial to partner with an influencer marketing company to enhance sales and ROI.

70% of Teens Trust Influencers More Than Celebrities

Influencers create a unique trust with their audience, oftentimes even more than well-known celebrities. Teens feel as though they can relate, trust, and find comfort in their favorite influencer. 4 in 10 Millennials reveal that they believe their favorite influencer understands them better than their friends. When an influencer creates a trusted relationship with their audience, it is most beneficial for brands to utilize the influencer’s voice when getting the brand’s message out to the public vs. scripting what they want the influencer to say.

People Rely on Influencers Opinions When Making a Purchase

The importance of brands expanding their relationships with influencers has been increasing. According to the Digital Marketing Institute, 49% of consumers depend on influencers’ opinions prior to making a purchase. Along with this statistic, 40% of people have revealed they have purchased an item after seeing an influencer use it on Twitter, YouTube, and Instagram. With statistics like this, it is a strategic business move for brands to employ influencers when looking to promote their product.

Influencer Marketing Creates Brand Awareness

According to a blog published by Lexington Law, 74% of Gen-Z spend their time online, and with the many micro and macro influencers in the social media world, social media users are bound to stumble upon influencers. It is typical to say that these influencers have some expertise in this niche market. Influencers are typically drawn to create content that they have an interest in. For example, beauty, lifestyle, sports, health, cooking, and much more. When brands find influencers that they are confident can promote their product, they are ultimately creating brand awareness.

Different Niches Successful in Influencer Marketing

With the recent rise of influencer marketing, there have been different niches that influencers gravitate towards. Between tech brands and construction, there is no discrimination of what an influencer can promote. For instance, a tech company offers a variety of products, which gives them the option to work with various influencers. Within the technology business, it would benefit the brand to work with macro-influencers because they have a vast outreach. Tech products like phones and cameras, along with mobile apps, generally have mass appeal, which means they need to be advertised to a large and generic segment of consumers. Influencer marketing makes partnering with macro-influencers with big followings the ideal way for tech brands to achieve maximum brand awareness.

When a construction company is considering where they should start with their influencer marketing they can look toward partnering with known construction influencers. For example, partnering with Bjmacwoodwork can give you access to his 150,000 followers interested in woodworking while a partnership with Drywallnation gives you access to 235,000 followers interested in drywall construction.


Influencers create meaningful and trusting relationships with their audience, which leads consumers to look toward them for opinions on products. With the use of social media on the rise, when brands utilize influencers’ voices, they are creating brand awareness. 

Freelance contribution especially written for Find Your Influence by Alice Wholey.

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