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Measuring success in the influencer industry
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Resumo(s)
Social Media Influencers are the new celebrities, gaining more relevance amongst younger
generations than traditional celebrities. The present study empirically investigated Portuguese
consumers perceptions and preferences regarding characteristics and attributes of Social Media
Influencers on Instagram. The importance of each attribute and characteristic was collected
through different surveys, the data arranged into a multidimensional perceptual map and a
conjoint analysis. “Trustworthiness”, “Content quality” and “Authenticity” were the most
important characteristics. “Interaction with followers”, “Type of products advertised”, and
“Frequency of general posts” the most valued attributes. With these insights influencers can
reach their goals: more followers and higher engagement rate.
Measuring success in the influencer sector is a difficult endeavor since there are so many
variables to consider. Traditionally, indicators such as the number of followers, engagement
rates, and brand partnerships were used to assess an influencer's performance. However, the
market has developed in recent years, and new measures like as audience demographics,
relevance to certain niches, and authenticity have emerged as crucial markers of an influencer's
success. Furthermore, the growth of micro-influencers, who have smaller but highly engaged
audiences, has called into question the traditional definition of success.
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Social media marketing Perceptual mapping Conjoint analysis Brand personality Social media influencers Instagram