Consumers say they are most likely to trust online influencers who come across as credible and who appear to have actually used the products/services incorporated into their posts, according to research from IZEA.
The report was based on data from a survey conducted in 2016 of 1,000 consumers age 18-70 in the United States who use social media.
Some 67% of respondents say the credibility/believability of an influencer is highly important in making sponsored posts effective; and 64% say it is very important that the influencer seems to have actually tried the product/services incorporated into posts.
Less than half of consumers say an influencer's popularity/follower count makes sponsored posts more effective.
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