New research by LTK, the largest creator-powered marketing platform, finds that influencers casted by brands for campaigns and collaborations actually drive double the sales that are being directly tracked because of a sizeable core group of their followers called, “Influential Shoppers.”
Defining Influential Shoppers
Influential Shoppers are social-savvy, hyper-loyal consumers who regularly make purchases based on social media influencer recommendations -- for everything from fall fashion trends to interior paint colors. The majority in this group are ages 18-40 and have an average of 250 followers on social media. Influential Shoppers make up 38% of the US adult population, but account for more than two-thirds of all attributable purchases from influencers.
Influential Shoppers’ selling power
What’s important about this consumer set is not only that they are the most apt to buy from an influencer’s recommendation, but that once they do make that purchase, they are three times more likely to reshare that item on social media, which in turn leads to doubling the sales originating from an influencer’s recommendation.
Influencers’ trackable selling power is unquestionable,But, our study shows that when a brand invests in an influencer campaign, not only do they get an influencer salesforce, they also get amplification from the influencers’ core followers who have significant influence on the broader population due to their propensity to share and promote the items they purchase from an influencer’s original recommendation.
Rodney Mason, head of marketing for LTK Brand Partnerships.
How can brands reach Influential Shoppers?
The majority of Influential Shoppers do their social shopping from their smartphones, with Instagram being the top platform on which they follow influencers, followed by Facebook, YouTube, TikTok, Pinterest, Twitter and Snapchat. The channels on which they choose to reshare most frequently rank Facebook and Instagram tied for first, followed by YouTube, TikTok and Pinterest tied for second and Twitter and Snapchat tied for third.
The session will include a discussion with Amber Venz Box, LTK co-founder and president, and LTK Creators who will share insight into how they built their followings and the importance of Influential Shoppers. It will also identify where Influential Shoppers are located geographically and the kinds of products they buy most often based on influencer recommendations.
LTK’s proprietary research was conducted in June 2021 and included surveying over 2,000 adults reflective of the US population with 97% confidence.
About LTK (formerly rewardStyle & LIKEtoKNOW.it)
LTK is the largest global digital marketing platform powered by creators. It was founded in 2011 by Amber and Baxter Box to empower the world’s premium lifestyle creators to be as economically successful as possible. Now in its 10th year, LTK has grown to become the most trusted and effective business-enablement platform where creators launch, run and grow their universal Shop. Today, more than 5,000 brands partner with LTK to gain access to its global influencer network for original content that converts against performance-driven, cross-channel KPIs. A two-time honoree on Fast Company’s list of Most Innovative Companies, LTK drives more than $2.9 billion in annual retail sales from over 150,000 talented creators in 100+ countries. The company is headquartered in Dallas, TX and currently operates on five continents.