Insights and Influencers: A Market Research Approach to Influencer Marketing

The influencer marketing group, Dynamik Influence, collaborated with researchers at Atomik Research to conduct an online survey of 1,004 American adults. The survey found several key findings regarding Americans’ perceptions and experiences related to social media influencers. 

Many Americans seem to be more than simply users of social media; they’re engaged with social media content too… even if content is promotional! Nearly half of adults in the United States (47%) admit to interacting with influencer content on social media (e.g. commenting, liking, and/or sharing content) one or more times each week. Taking this finding into consideration, the data suggests millions of Americans are engaging in influencer content on a weekly basis at the least. 

 Dynamik Influence also found that a third of Americans (33%) report they have used a service, bought a product, and/or engaged with a brand that an influencer recommended at least once within the last month. To see a more in-depth discussion of the findings, click here to see Dynamik Influence’s report. 

Research Methodology: The fieldwork took place between May 29th and May 31st, 2020. The sample of American adults is statistically representative of the adult population based on demographic variables such as age, gender, and geographical region. The margin of error fell within +/- 3 percentage points with a confidence interval of 95 percent.