August 31, 2023 at 8:07 PM By ISADORA LORIENT
According to the figures of the latest Bazaarvoice study, the opinion of a “normal” person of a product on social networks would be more authoritative than that of Léna Situations – influencer who has also made a lot of noise for months here with his “August vlogs”.
On social networks, where everyone can express themselves freely, share their life, their tips and their favorite products, anyone with a connected object and a good wifi can become “more influential than influencers”. This trend underscores the “growing importance” of authenticity online – especially when it comes to product reviews and social media endorsements.
68% of French consumers have already bought a product on the recommendation of “normal” Internet users – on the contrary, “only” 23% have been encouraged to buy by a celebrity. For 36% of French people, it is indeed ordinary users “who inspire them the most” when buying a product. This shift reflects skepticism towards influencers and celebrities – who see a 42% and 38% drop in trust, respectively. 72% of French people want brands to collaborate with “ordinary” individuals to create product content.
Faced with this observation, influencers are pushed to act with more authenticity and strive to give more sincere opinions to meet the expectations of the public. The study reveals that 67% of content creators in France have already refused partnerships, often for reasons of “incompatibility of values”. They are also 33% to favor brands in accordance with their values, while 28% only work with products they already use.
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2023-08-31 18:15:45
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