New Research Report from Stripe Theory Explores the Shifting Influencer Landscape

ATLANTA, GA / ACCESSWIRE / July 16, 2024 / Stripe Theory (Stripe), an Atlanta-based, data-fueled digital marketing agency trusted to lead influencer campaigns for some of the U.S.'s biggest brands, has published a new whitepaper, "The Fall of the Influencer and the Rise of the Everyday Creator." Through first and third-party data analysis, this report uncovers valuable insights into the efficacy of influencer marketing across different generations of consumers and illustrates the growing importance of authenticity.

"The global influencer market value topped more than $21B last year, but despite the mountains of money brands spend on influencers, many aren't seeing ROI, especially with the right audiences," explained Stripe Theory CEO, Craig Kronenberger. "While partnering with the latest digital darling may seem like a surefire way to drive brand visibility, if the influencer isn't an authentic extension of the brand, both money and credibility can be squandered."

The research -- including a survey of more than 1,000 U.S. consumers who have made purchases based on social media content, as well as third-party research from Axios, Forbes, AdAge, and Sprout Social -- sought to understand how effective influencers actually are in driving purchasing decisions. The whitepaper found that influencers do have a role in driving purchases, as 23 percent of respondents said they are more likely to make an impulse purchase based on the influencer's content.

However, it's the everyday creators who are driving consumers to click buy, with 73 percent noting that they look to creators when making a purchase decision. The value of everyday creators is further underscored by the increased importance of authenticity, with consumers ages 18-24, 50-64, and 65+ all reporting authenticity as the top deciding factor when evaluating influencer-recommended purchases. For consumers ages 25-49, expertise reigns as the key consideration.

Going beyond the data and delving into the evolution of influencer marketing, the whitepaper also outlines the growth of the influencer space and provides insights on how the shift towards everyday creators is reshaping marketing strategies.

"Our research illustrates a pivotal change in the digital marketing landscape," said Oona Peacock, Associate Director of Influencer and Content at Stripe Theory. "Consumers are now gravitating towards everyday creators who prioritize authenticity and genuine engagement. We're seeing a shift away from influencers like the D'Amelios and towards the Keith Lees, whose entire brands are based on authenticity. This shift is not only reshaping how brands approach influencer partnerships, but also empowering a new generation of creators to thrive."

For more information and to download the full whitepaper, visit https://www.stripetheory.com/fall-of-the-influencer.

About Stripe Theory

Stripe Theory is a data-fueled digital agency delivering breakthrough insights through data automation and marketing innovation. With teams in Atlanta and the Philippines, we are focused on using our unique advantage in state-of-the-art research and analytics, digital technology, 360-monitoring, and deep-data analysis to protect and grow brands through digital marketing, paid media, communications and crisis management. For more information, please visit www.StripeTheory.com.

For more information, please contact:

Maggie McDaniel, Director of Communications, Stripe Theory
maggie@stripetheory.com

SOURCE: Stripe Theory