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New Research from Fresh Relevance Highlights Impact and Adoption of Influencer Marketing Is Overestimated

April 23, 2019 / MarTech Series

Study Reveals That Just 22% of Retailers Surveyed Use Influencers to Engage Customers and Only 10% of Consumers Have Bought a Product Based on an Influencer Recommendation From the furore surrounding the Fyre Festival debacle to the introduction of new rules around social media paid-for posts, influencers have dominated the headlines recently, yet new research suggests the scale and impact of influencer adoption is overestimated. The ‘The Retail Social Proof Barometer’ by Fresh Relevance, the real-time personalisation platform, reveals that only 22% of retail brands surveyed use influencers as part of their web and email marketing strategies. Moreover, only one in ten UK consumers have purchased a product based on a recommendation made by an influencer. The study combines consumer research conducted by One Poll and desk-based research of 50 leading UK retailers. It highlights that nearly two thirds (62%) of consumers don’t actively follow influencers and less than a t...