Twitter research reveals that 40% of users say they’ve made a direct purchase as a result of a tweet from an influencer. On YouTube, 60% of subscribers say that channel’s influencers sway their purchase decisions.
Other research found that 57% of all internet users over age 16 have made a purchase based on an influencer recommendation and 69% of millennials report buying products that influencers recommend.
Influencers of all kinds play a growing role in affecting a prospect’s decision, and it’s important to better understand the influence difference and its potential impact in your content marketing program.
