În România, 75% dintre internauţi admit că urmăresc cel puţin un influenţator online. Facebook şi YouTube sunt cele mai accesate platforme zilnic, cu cea mai mare medie de timp petrecută pe sesiune. În extrema opusă stau Google+, Pinterest, Tumblr, Snapchat şi LinkedIn, platforme unde influenţatorii sunt cel mai puţin urmăriţi. Studiul împarte influenţatorii din online în 3 categorii: Profesioniştii - persoanele cu expertiză într-un anumit domeniu, Oamenii ca noi - influenţatorii care şi-au câştigat audienţa în online prin furnizarea constantă a unor informaţii relevante pentru un anumit segment, Celebrităţile – persoane cu background în showbiz (actori, cântăreţi, prezentatori TV). Cele mai potrivite platforme de social media în campaniile cu influenţatori. Platformele-gigant, precum Facebook şi YouTube, sunt cele mai potrivite în targetarea indiferent de vârstă. Instagram este util în atingerea tinerilor între 18 şi 24 de ani. Twitter este optim în targetarea segmentului de vârstă 30-39 de ani. În funcţie de conţinut, campaniile de marketing cu influenţatori îşi pot atinge obiectivele şi pe bloguri, unde media audienţei este 25-39 de ani sau 45-49 de ani.

1. Age
(y.o.)
Marital
status
Kids under
14 y.o. In the HH
15%
18-24
22%
Single
27% 73%
70%
Married or
in a relationship
7%
Widow/
Divorced
15%
25-29
14%
30-34
14%
35-39
11%
40-44
13%
45-49
7%
50-54
11%
55+
Considering the high penetration of
Facebook among the 18+ online urban
population, their demographic
characteristics are also mostly in line.
Facebook users that follow influencers
start young, being overrepresented in the
18-24 age segment.
9 out of 10 Facebook users that follow
influencers on this channel access it daily
or several times per day.
Interest in Type Of
Content Posted By
Influencers On
Facebook (%)
Spend around half an hour per session on
Facebook and access it from both their
mobile phone and PC.
Content under the form of videos, static
images and text/ articles are most prefered
on Facebook.
Compared to the average, Facebook is an
overall better channel for posting any form
of content.
Facebook users have a well balanced
preference regarding what type of
influencers they follow on this channel.
Although in general they prefer following
professionals and regular people, when on
Facebook 63% of them prefer following
professionals, while around 50% of them
also follow celebrities or regular people.
YES NO
Followers of Influencers on Facebook
General users of the channel, 18+
Which of the following types of persons do you follow on FACEBOOK?
Audio Video Static Images
(e.g. Photos)
Animated images
(e.g.: Gifs)
Text/
Articles
Which of the following types of persons do you especially read/ follow online?
Facebook
Average for all that follow influencers in social media
Access
daily...
Access
it from...
93%
91%
Average time/
session (min)
Average for 18+
online urban users
of the channel (min)
Mobile phone
PC
Tablet
29 27
85%
83%
79%
79%
24%
24%
Celebrities Regular people Professionals
22%
52%
37%
51%
41%
63%
38 27 73 50 80 58 47 25 77 49
Interactions with
Influencers' Content (%)
Facebook is a good platform for interacting
with influencers content, few users versus
average prefering just to read or see
content.
To inspire
Banners Videos with
the product
Presentation
videos
Promotional
articles
Usage
guides
WebminarsInvitation
to events
To be
in the know
To find
answers/
advice
To find
comfort
To connect To feel
good/
relax
To be
entertained
Comment Share Only read/ see it Click on it for
more information
Facebook
Average for all that follow influencers in social media
Facebook
Average for all that follow influencers in social media
Facebook
Average for all that follow influencers in social media
Reasons to Follow
Facebook Influencers
(%)
Facebook users follow Influencers on this
channel mainly to be inspired and to be in
the know.
Preferred Type Of
Advertising Endorsed
By Influencers On
Facebook (%)
Branded content with the highest chances
to be remembered on Facebook: videos
with product placement, presentation
videos and promotional articles.
Slightly less appreciated, but still better
than average are also invitations to events
and usage guides.
82 42 50 22 52 26 45 56 48 29
i
67 47 52 40 14 33 37 3071 54 15 47 51 45
1 2 3
Like
FACEBOOK USERS THAT FOLLOW
INFLUENCERS ON THIS CHANNEL
32 26 41 39 28 3752 27 954 51 39 40 13

2. Age
(y.o.)
Marital
status
Kids under
14 y.o. In the HH
22%
18-24
26%
Single
25% 75%
69%
Married or
in a relationship
5%
Widow/
Divorced
15%
25-29
15%
30-34
14%
35-39
10%
40-44
11%
45-49
5%
50-54
8%
55+
They are aged 18-39, with core
concentration in 18-29 and more likely to
be married or in a relationship.
58% of them access Instagram daily and
spend in average 16 minutes per session,
3 minutes more than the adult, urban
population.
Interest in Type Of
Content Posted By
Influencers On
Instagram (%)
Consists preponderantly of static images.
More then half also show interest in
videos.
In general they follow regular people more
than any other type of influencer, but on
Instagram they seem to be looking more
for content from celebrities and
secondarily from other types of
influencers.
YES NO
Followers of Influencers on Instagram
General users of the channel, 18+
Which of the following types of persons do you follow on Instagram?
Audio Video Static Images
(e.g. Photos)
Animated images
(e.g.: Gifs)
Text/
Articles
Which of the following types of persons do you especially read/ follow online?
Instagram
Access
daily...
Access
it from...
58%
45%
Average time/
session (min)
Average for 18+,
general users of
the channel (min)
Mobile phone
PC
Tablet
16 13
81%
75%
47%
46%
13%
11%
Celebrities Regular people Professionals
29%
58%
39%
46%
32%
43%
20 27 53 50 82 58 28 25 23 49
Interactions with
Influencers' Content (%)
Instagram users also show their
appreciation with „Likes“, but this is the
highest level the interaction they offer: the
next in line action would be to just
passively take in the content by seeing it or
reading it.
To inspire
Banners Videos with
the product
Presentation
videos
Promotional
articles
Usage
guides
WebminarsInvitation
to events
To be
in the know
To find
answers/
advice
To find
comfort
To connect To feel
good/
relax
To be
entertained
CommentLike Share Only read/ see it Click on it for
more information
Average for all that follow influencers in social media
Instagram
Average for all that follow influencers in social media
Instagram
Average for all that follow influencers in social media
Instagram
Average for all that follow influencers in social media
Reasons to Follow
Instagram Influencers
(%)
Users of Instagram follow influencers
mostly to be inspired and in the know, but
this is a common behavior, in line with
average for all followers. Instagram has
above average scores for leisure
consumption: to feel good & relax, to be
entertained.
Preferred Type Of
Advertising Endorsed
by Influencers On
Instagram (%)
47% prefer receiving advertising endorsed
by influencers under the form of videos
with the product. Secondarily, they are also
open to receiving information on products
and brands under the form of banners or
presentation videos.
60 42 22 22
14
26 46 56
13
29
i
45 47 52 40 14 33 37 3052 29 11 28 39 36
1 2 3
INSTAGRAM USERS THAT FOLLOW
INFLUENCERS ON THIS CHANNEL
33 26 41 39 28 37 27
9
47 35 24 28 17 5

3. 1 2 3
Age
(y.o.)
Marital
status
Kids under
14 y.o. In the HH
9%
18-24
26%
Single
34% 66%
69%
Married or
in a relationship
4%
Widow/
Divorced
10%
25-29
19%
30-34
19%
35-39
12%
40-44
16%
45-49
6%
50-54
10%
55+
Twitter users are more likely to be
married and aged 30+, concentrated in
30-39 and 45-49 y.o. segments.
30% of Twitter users access the network
at least daily and spend in average 12
minutes browsing it.
Interest in Type Of
Content Posted By
Influencers On Twitter
(%)
They are more likely to access it from their
mobile phone, than the adult, urban
population.
When on Twitter, users react better to
content posted as text/ articles or static
images.
They are less likely than the average to
react to videos or audio data.
57% of them follow on Twitter
professionals, in line with their general
preferences for influencers.
Although they are not fans of celebrities,
they tend to follow them on Twitter as
much as they follow regular people.
YES NO
Followers of Influencers on Twitter
General users of the channel, 18+
Which of the following types of persons do you follow on Twitter?
Audio Video Static Images
(e.g. Photos)
Animated images
(e.g.: Gifs)
Text/
Articles
Which of the following types of persons do you especially read/ follow online?
Twitter
Access
daily...
Access
it from...
30%
21%
Average time/
session (min)
Average for 18+,
general users of
the channel (min)
Mobile phone
PC
Tablet
12 11
54%
48%
68%
71%
15%
12%
Celebrities Regular people Professionals
19%
42%
38%
43%
45%
57%
18 27 39 50 58 58 27 25 59 49
Interactions with
Influencers' Content (%)
Users interact with the content posted by
influencers on Twitter rather passive, by
seeing or reading it.
To inspire
Banners Videos with
the product
Presentation
videos
Promotional
articles
Usage
guides
WebminarsInvitation
to events
To be
in the know
To find
answers/
advice
To find
comfort
To connect To feel
good/
relax
To be
entertained
CommentLike Share Only read/ see it Click on it for
more information
Average for all that follow influencers in social media
Twitter
Average for all that follow influencers in social media
Twitter
Average for all that follow influencers in social media
Twitter
Average for all that follow influencers in social media
Reasons to Follow
Twitter Influencers
(%)
They read influencers‘ content mainly to be
in the know.
It is less likely to follow content posted by
influencers on this channel for any other
reason.
Prefered Type Of
Advertising Endorsed
by Influencers On
Twitter (%)
Twitter users don‘t show any strong
preferences for a certain type of branded
content posted by influencers. Articles,
product presentation videos or videos with
the promotional content are more likely to
be followed on Twitter.
36 42 17 22 24 26 57 56 28 29
i
30 47 52 40 14 33 37 3055 24 15 27 27 21
TWITTER USERS THAT FOLLOW
INFLUENCERS ON THIS CHANNEL
17 26 41 39 28 37 27
9
37 37 28 37 27 7

4. Age
(y.o.)
23%
Single
71%
Married or
in a relationship
6%
Widow/
Divorced
15%
18-24
15%
25-29
15%
30-34
15%
35-39
10%
40-44
14%
45-49
7%
50-54
10%
55+
YouTube users that follow influencers on
this channel are aged 18-39, with higher
affinity for 18-24.
Marital
status
Kids under
14 y.o. In the HH
26% 74%
YES NO
67% of them access YouTube daily,
spending in average 36 minutes per
session on this channel.
Followers of Influencers on YouTube
General users of the channel, 18+
Access
daily...
Access
it from...
67%
58%
Average time/
session (min)
Average for 18+,
general users of
the channel (min)
Mobile phone
PC
Tablet
36 33
75%
71%
82%
84%
24%
23%
In gereneral they follow regular people and
professionals but on YouTube they focus
their attention especially on celebrities
(63%), despite this being the native place of
regular people doing vlogging.
Which of the following types of persons do you follow on YouTube?
Which of the following types of persons do you especially read/ follow online?
Celebrities Regular people Professionals
22%
63%
38%
42%
41%
54%
Interest in Type Of
Content Posted By
Influencers On YouTube
(%)
YouTube users go to YouTube almost
exclusively for videos. Audio content
posted by influencers also attracts the
attention of 54% of them, confirming the
fact that YouTube is also used as a music
digital platform.
Audio Video Static Images
(e.g. Photos)
Animated images
(e.g.: Gifs)
Text/
Articles
YouTube
54 27 93 50 20 58 18 25 16 49
Average for all that follow influencers in social media
YouTube
Average for all that follow influencers in social media
YouTube
Average for all that follow influencers in social media
YouTube
Average for all that follow influencers in social media
Interaction with
Influencers’ Content (%)
Followers have mostly a passive exposure
to influencers content on YouTube: 61% of
the users only see/ watch it.
CommentLike Share Only read/ see it Click on it for
more information
46 42 22 22
34
26 61 56
30
29
To inspire To be
in the know
To find
answers/
advice
To find
comfort
To connect To feel
good/
relax
To be
entertained
Reasons to Follow
YouTube Influencers
(%)
Main reasons YouTube users follow
content posted by influencers on this
channel are to feel good/ relax and to be
entertained.
They are also more likely to look for
content that‘s inspiring and helps them to
find answers or advice on topics that
interest them.
i
56 47 52 40 14 33 37 3053 49 17 38 62 52
YOUTUBE USERS THAT FOLLOW
INFLUENCERS ON THIS CHANNEL
Banners Videos with
the product
Presentation
videos
Promotional
articles
Usage
guides
WebminarsInvitation
to events
Preferred Type Of
Advertising Endorsed
by Influencers On
YouTube (%)
Users that follow influencers on YouTube
prefer to receive branded content from
them under the form of videos, be it only
about the product/ brand, be it with the
product in it.
1 2 3
22 26 41 39 28 37 27
9
62 61 19 27 29
11

5. Blog readers that follow influencers on this
channel are well distributed across age
intervals, with a peak in 25-29 y.o.
Kids under
14 y.o. In the HH
28% 72%
YES NO
They are more oriented towards
professionals and regular people, which
they also follow on blogs: 66% follow
bloggers professionals, while 52% follow
bloggers without any special background.
Which of the following types of persons do you follow on BLOGS?
Which of the following types of persons do you especially read/ follow online?
Celebrities Regular people Professionals
18%
35%
38%
52%
44%
66%
Interest in Type Of
Content Posted By
Influencers On Blogs
(%)
Blogs are clearly informative platforms, as
84% of those that follow influencers on
blogs prefer to receive content under
written form, as texts or articles.
Audio Video Static Images
(e.g. Photos)
Animated images
(e.g.: Gifs)
Text/
Articles
Blogs
25 27 41 50 49 58 23 25 84 49
Average for all that follow influencers in social media
Blogs
Average for all that follow influencers in social media
Blogs
Average for all that follow influencers in social media
Blogs
Average for all that follow influencers in social media
Interaction with
Influencers’ Content (%)
Reading mostly written content, blogs
followers are interacting less than average
on these platforms, but are convinced/
involved in finding more as they have a
higher rate of clicking on links than the
average.
CommentLike Share Only read/ see it Click on it for
more information
31 42 25 22 27 26 69 56 35 29
To inspire To be
in the know
To find
answers/
advice
To find
comfort
To connect To feel
good/
relax
To be
entertained
Reasons to Follow
Bloggers (%)
6 out of 10 admit following influencers on
blogs because they get inspired, stay in the
know and find answers and advice. It is
also a good place to be entertained and to
feel connected, indicating that the readers
of a blog tend to act as part of a
community.
i
62 47 52 40 14 33 37 3062 60 18 44 43 38
Banners Videos with
the product
Presentation
videos
Promotional
articles
Usage
guides
WebminarsInvitation
to events
Preferred Type Of
Advertising Endorsed
by Influencers On
Bloggs (%)
59% say they like advertising under the
form of articles on blogs. 44% prefer usage
guides – blogs being the best channel for
using this type of content.
Invitation to events are also more
attractive to blog readers.
1 2 3
27 26 41 39 28 37 27
9
37 38 33 59 44
15
BLOG READERS THAT FOLLOW
INFLUENCERS ON THIS CHANNEL
Age
(y.o.)
12%
18-24
16%
25-29
17%
30-34
15%
35-39
10%
40-44
14%
45-49
8%
50-54
9%
55+
20%
Single
74%
Married or
in a relationship
6%
Widow/
Divorced
Marital
status
37% of those that read blogs and follow
influencers on this channel access them
daily, spending in average 25 minutes per
session.
They are more likely to access blogs from
their PC, but have high affinity for accessing
them also from their mobile phone.
Followers of Influencers on Blogs
General users of the channel, 18+
Access
daily...
Access
it from...
37%
30%
Average time/
session (min)
Average for 18+,
general users of
the channel (min)
Mobile phone
PC
Tablet
25 23
62%
56%
81%
83%
19%
18%
BLOG
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6. More than 80% of those that have an
account on Facebook or that read blogs
follow at least one type of influencers on
these channels.
Next in line are Instagram and YouTube.
Google Plus, Tumblr or Pinterest users are
the least interested in following
influencers‘ content on these respective
channels.
Celebrities have the highest chances to
influence when on: YouTube, Instagram, or
Facebook.
Whereas regular people are being followed
when on: blogs, Facebook, Instagram,
Pinterest or Snapchat.
YouTube is the channel of preference of
urban adults when it comes to content
posted by online influencers, followed
closely by Facebook.
Next in line are blogs and Instagram.
Niched channels like Tumblr or Snapchat
are not very likely to be followed or attract
users with influencer content.
INFLUENCE ME
of the Online users living in urban areas admit following at least
one influencer online. Online platforms were influencers are
least followed are: Google+, Pinterest, Tumblr, Snapchat,
LinkedIn
75%
81%
71% 29%
47% 53%
64% 36%
51% 49%
75% 25%
57% 43%
58% 42%
52% 48%
84% 16%
19%
BLOGS
Follow any influencer
All, 18+, online urban users
All, 18+, online urban users
All, 18+, online urban users, that follow influencers
Have an account, but don't follow any influencers
Celebrities Professionals Regular people Have an account,
but I don't follow an influencer
BLOGS
60%
50%
40%
30%
20%
10%
0%
3,82
2,95
2,64
2,29 2,47
3,93
1,82
2,3
1,71
BLOGS
3,22
A 360° Perspective on Romanian Influencers
Average evaluation
of each channel based
on the content
posted by influencers
www.manafu.ro