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InfluenceMe: A 360 Perspective on Romanian Influencers (infographic)

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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.

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InfluenceMe: A 360 Perspective on Romanian Influencers (infographic)

  1. 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. 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. 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. 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. 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 Ask for details from consumer@ro.starcomworldwide.com
  6. 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

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