Follow Me Influencer Marketing Agency and ArvaliCom conducted their non-representative, online survey for the first time among 727, predominantly Generation Y and Z respondents.
Research shows that the credibility of influencers today rivals that of the family and is head-to-head compared to teachers. Respondents aged 14-18 most affected by the influencer world are predominantly watching their favorite influenza on Instagram (87 percent) and YouTube (88 percent). However, the TikTok video app is growing rapidly, with 33 percent of the youngest age group responding here as well. Twelve percent of teens surveyed watch Snapchat as their favorite influencer, compared to just 7 percent on blogs and Twitch. Facebook is also present in a declining proportion (19 percent) in the lives of teenagers, and TikTok is well ahead of it.
According to the survey, respondents mostly follow a minimum of three, but up to 10 domestic and foreign influencers, 47 percent of them regularly. Many people spend up to an hour and a half a day, on average about 30-45 minutes, following their favorite influencer, and most say it won’t change in the future, no matter which social portal they follow that person.
About 90 percent of those who complete the survey immediately notice when they see an ad on the online interfaces they use, and a similar proportion accepts it when influencers promote a product or service.
However, 61 percent of those surveyed have no or only vague recollection of a product or service advertised by an influencer they have followed in the past 30 days. For those who could give a specific example, the most memorable brands were Foreo makeup products and Pepsi soft drinks.
What is the basis for following an influencer?
According to the respondents, it is extremely important to have fun, 74 percent say it is very important or the most important aspect, while 62 percent rate informative content. For many, influencer people are role models, and it is also important to be able to identify with their pet (in half proportions). It may come as a surprise to some, but the attractive exterior says 60 percent say “not as important” or “as important as the others”. Almost no one is followed out of boredom, meaning young people seem to be able to occupy themselves these days.
Nearly 60 percent of respondents also like moderately known (at least 20,000 followers), small fan base (between 5,000 and 20,000 followers), or little-known (less than 5,000 followers) influencers, meaning known celebrities are by no means monopolistic.
The top list of spontaneously mentioned influencers has yielded interesting results and often does not necessarily match the list of opinion leaders with the largest follower base. For example, most of them mentioned Fruzsi Viszkok, who ranks 26th in the list of Hungarian YouTubers in terms of the number of subscribers, and 17th in terms of the number of Instagram followers.
The second most mentioned Hungarian influencer is Hédi Szabó, better known as Hédinke, who is the only 137th on the list of YouTube followers, while his Instagram fan base is the 100th largest. Although YouTube subscribers are clearly stocked with more than 1 million followers of Peter Dancsó, he has “only” become the third most frequently mentioned influencer.
More than half of those who completed the questionnaire (52 percent) said there was already too much advertising in the influencer space, but they did not yet track down “guilty” celebrities. Only 15 percent of respondents are so annoyed by the increase in sponsorship content that their willingness to unsubscribe increases with it.
70 percent of those surveyed unsubscribe from a favorite influencer in most cases because they start producing boring content. Twenty-four percent of respondents are so strongly attached to their favorite flu that they sometimes check to see if their favorite influencer likes that brand before buying a product or using a service, but 63 percent haven’t even thought of that solution yet.
Most respondents, nearly 70 percent, value quality, quality content production, but many accept that video quality is variable, content is interesting, and even home video quality is not despised.
Hungarian influencers are rock
For the most part, following domestic influenza is widespread, more than half of the respondents (56 percent) are only and exclusively or mainly Hungarians, and only 17 percent follow foreigners, and the rest follow domestic and distant influenza in equal proportions.
Forty percent of respondents would like to be an influencer, and respondents to the questionnaire say the so-called “influencer fever” will be a factor in social media for some time to come. More than 72 percent said the influencer will certainly be present in our lives for a very long time, but a minimum of 5-10 years.