Influence Me SeriesFocus on Influencers’ Role - Influence Me 2016

1

Influence Me SeriesFocus on Influencers’

RoleInfluence Me 2016For internal use only.

Not to be published!

2

Data collection: CAWI interviews

Data collection period: April 2016

Target: online users, living in urban areas, aged 18-55

Methodology

3

Summary3 out of 4 urban online users consider online content their main information source. Just 1 out of 4 online users inform from only one source or would say that they have one main information source that they enrich with other sources too.12% of the online urban users that inform online do not do this using Romanian websites.

60% of the online investigated population follows professionals, followed by 42% that follows regular people and 19% that follows celebrities. Out of them, professionals are most frequently followed.

Professionals attract both men and women, with medium-high education, aged 25-44 or more, with above average monthly personal income and more likely married.Most frequently followed professionals are: medical experts, specialists in IT/ software/ gaming or media pros. 3 out of 10 people that follow professionals also follow content from regular people. They are being discovered on Facebook, blogs, TV and online newspapers/ magazines and their influence is based on being: well & correctly informed, experts in their domains and by trying out new things. Growing through work and personal effort adds to the trust their followers have in their content.Although they are active in specific areas, Professionals can deliver useful information on other topics too, like: food/ recipes, health/ nutrition, mobile phones/tablets, travelling, it/ software/ programing, news/ events , TV, electronics, medical services, financial institutions, telecom or games. They are the most flexible influencer, being able to deliver useful content on such a large range of topics. Professionals’ role is to keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they especially support them in their professional development.Their most attractive type of content consists of: articles, product comparisons, comments and discussions among followers. They manifest their influence on the following channels: Facebook, blogs, online newspapers, news portals or magazines, where their content is being read daily or every couple of days.

4

SummaryWhen it comes to regular people online, those with the most followers are regular people interested in travelling and free time, those that write about their life and persons interested in cooking and recipes. Persons that follow regular people online are more likely to read content from more sources, compared to followers of others influencers.

Regular people’s audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income, not working, most probably taking care of the kids in the house.

Regular people attract their audience on Facebook and blogs. Other channels with good affinity that increase their numbers of followers are Instagram, direct google search, forums and WOM recommendations. While regular people are also well and correctly informed and try new things, like professionals do, they stand out for their followers exactly for being regular/ common people, like their followers, and for being original.

They deliver useful content in areas like: travelling, food/ recipes, health/ nutrition, mobile phones/ tablets or fashion and their role is to keep their followers updated with their interests, inspire them to try new things, help them choose better suited products and least but not last entertain them and encourage their hobbies. They are most influential on Facebook, blogs and YouTube and their most attractive type of content consists of: articles, product comparisons, comments and discussions among followers. Their content is read daily or almost daily.

5

SummarySingers, TV hosts and actors are among the most influential celebrities’ typologies. 52% of those following celebrities online go first and foremost after content from singers. Unlike the online users following other type of influencers, those that follow primarily celebrities are more likely to declare themselves happy informing from only one source. For online followers of celebrities professionals are their second choice, indicating that this audience looks for content from influencers with a certain social status. Celebrities’ online audience consists of: men, with medium to high education. They are aged 18-34, don’t work or have low personal income, partly because they are still learning, and are more likely still single.

Channels that help celebrities being discovered and followed are a mix between traditional media and online: TV, Facebook, blogs and Radio. They are first and foremost followed because they are entertaining. They are funny, look good and it’s a pleasure to watch them. They have interesting life stories, of which they start speaking on TV and continue speaking about it online, keeping their followers updated with the celebrities’ life, controversies and “spicy” details. Fashion is the first topic for which celebrities deliver useful information. Their content is also found useful when relating to topics like: food/ recipes, travelling and health/ nutrition.

Celebrities’ role is to determine their followers to try new things, help them stay updated with their interests and entertain them. They influence their followers through: Facebook, blogs, YouTube, online magazines and newspapers and Instagram. The type of content they generate best is more likely visual, like: photos or video and secondary product comparisons and articles. Celebrities’ content is the most likely to be followed several times per day, probably because their preferred content type doesn’t require so much time investment, photos and videos allow a higher posting frequency.

6

21% - Printed media

22% - Radio

33% - Experts

49% - TV

61% - Friends, relatives, colleagues

93% - Online

93% of the online users inform online, 61% inform from friends/ relatives and 49% from tv.

For 75% of the online users the internet is the main source of information for products/ services and interests.

Online

TV

Friends, relatives, colleagues

Experts

Printed media

Radio

None

75%

9%

8%

6%

1%

1%

0%

ALL Sources of information

7

5%

23%

72%Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources

72% of the urban online users inform from the very beginning from multiple sources

12% - Don’t inform from Romanian digital sources

19% - Celebrities

42% - Regular people

60% - Professionals

Professionals

Regular persons

Celebrities

62%

27%

11%

Professionals and regular people are among most followed persons on the internet. 12% inform online, but not from .ro sources. 62% of the Romanian online users follow most frequently professionals.

Which of the following types of persons do you read/ follow online?

Out of these persons, which one do you especially read/ follow online?

8

Professionals Regular people Celebrities

GenderMen 49% 50% 55%Women 51% 50% 45%

EducationLow 2% 1% 3%Medium 33% 35% 37%High 64% 64% 60%

Working statusActive 75% 70% 72%Not working 25% 30% 28%

Age

18-24 y.o. 18% 18% 24%25-34 y.o. 36% 29% 40%35-44 y.o. 25% 29% 23%45-54 y.o. 22% 24% 13%

Monthly personal income

No own income 13% 18% 17%< 1500 RON 43% 41% 47%1501-2000 RON 15% 18% 14%

2001-3000 RON 17% 14% 12%

> 3000 RON 11% 9% 11%

Marital statusSingle 27% 24% 35%Married 49% 52% 39%In a relationship 24% 24% 26%

Kids under 14 y.o. In the HH

Yes 31% 35% 25%No 69% 65% 75%

Professionals attract both men and women, with medium-high education, aged 25-44 or more, with monthly personal income above average, more likely to be married.


Celebrities’ online audience consists of: men, with medium to High education, partly because they are still learning. They are aged 18-34, don’t work or have low personal income and are more likely still single.

9

Faceb

ook

Blog

s TV

Onli

ne ne

wspap

er/ m

agaz

ine

On line

ads

Radio

Traditio

nal p

rinted

med

ia

Insta

gram

Other s

ource

s0%

20%

40%

60%

80%

100%

Influencers are being discovered on …


Professionals benefit from exposure on Facebook, blogs and TV, but also from being present in online print. TV, Facebook, blogs and Radio are the channels that help celebrities being discovered and followed. While Facebook is a good lunching point for all types of influencers, it serves best regular people. Who, besides Facebook, get to be known also through blogs.

10

Well informed

Correct informed

Are experts in their domain

Try new things

Trust what they say/ write

They grew through work and effort

Are original

Can frequently recommend products and services

Are authentic

Promote only the things they believe in

Follow the latest trends

Frequently test products and services

Support social causes

Have talent for writing

Write interesting life stories

Have a big followers community

Persons like meFollowed them on TV, where they said interesting

stuffAre funny

Have TV shows and in online they complete the info from these shows

Provide info that starts debates

Are entertaining

Keep me connected with celebrities' life

Have a small, but active community

Look good, it's a pleasure to follow them

Provide controversial information

Provide info on their personal life in online

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

CelebritiesRegular peopleProfessionals

Professionals manage to influence their followers by being: well & correctly informed, experts in their domains and by trying out new things. Their followers also appreciate that they grew through work and personal effort and trust their content.

While regular people are also well and correctly informed and try new things, they stand out for their followers exactly for being regular/ common people, like their followers, and for being original. Celebrities are first and foremost entertaining. They are funny, look good and it’s a pleasure to watch them. They have interesting life stories, of which they speak on TV, but also online, keeping their followers updated with the celebrities’ life, controversies and “spicy” details.

11

Food,

recip

es

Mobile

phon

es, ta

blets

Health

/ nutr

ition

Trave

lling

IT / s

oftwar

e / pr

ogra

ming

News/

Events

TV, elec

tronic

s

Applia

nces

Medica

l ser

vices

Financ

ial in

stitut

ions

Inter

ior de

sign

Kids &

their

educ

ation

Art &cu

lture

Fashio

n

Teleco

m

Games

0%10%20%30%40%50%60%70%80%90%

100%

Areas for which they deliver useful information…


Food/ recipes, health/ nutrition and travelling are top Subjects on which all types of influencers can deliver useful content. Besides these areas, professionals also deliver useful information on topics like: mobile phones, tablets, IT/ software/ programming, news, TV/ electronics and services, while celebrities are best on delivering useful content related to fashion.

12

Stay updated with their interests

Inspire to try new things

Help choose suited products

Support their professional development

Support in understanding how products work

Encourage their hobbies

Inform me about my interests

Help me discover info I can later on share to others

Give me a new perspective on the subjects that matter

Entertain me

Help to understand day to day events

Help select accurate daily news

Support developing online connections

Actively support the causes I care for

Offer me content for my blog/ Facebook page/ etc.

0% 20% 40% 60% 80% 100%

CelebritiesRegular peopleProfessionals

Professionals keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they especially support them with their professional development.

Regular people also keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they also entertain them and encourage their hobbies.

Celebrities inspire their followers to try new things, help them stay updated with their interests and entertain them.

13

Facebook

Blogs

Online newspapers

Online news portals

Online magazines

YouTube

Forums

Google plus

Pinterest

Instagram

Twitter

0% 20% 40% 60% 80% 100%

Channels

Celebrities RP

Professionals

Articles

Product comparisons

Comments

Discussions among followers

Videos

Photos

Graphics

Questionnaires

Tests

0% 20%

40%

60%

80%

100%

ContentProfessionals can reach their followers through articles, product comparisons, comments and discussions among followers on Facebook, blogs, online newspapers, news portals or magazines.

Regular people activate best on Facebook, blogs, YouTube through articles, product comparisons, comments and discussions among followers.

While celebrities influence more through Facebook, blogs, YouTube, online magazines and newspapers. Instagram is also a good channel for them. They type of content they generate best is visual: photos or video, followed by product comparisons.

14

Professionals

Regular people

Celebrities

9%

9%

15%

33%

34%

34%

29%

24%

24%

8%

7%

5%

14%

15%

17%

6%

11%

5%

Frequency

Several times / day Daily Every 2-3 days Every 4-5 days Weekly Less than weekly

Professionals and regular people’s content is being followed daily or every couple of days. While celebrities’ content is being more frequently followed. Celebrities’ content is the most likely to be followed several times per day. This increased frequency depends most probably on the type of content every influencer posts and the time required for preparations. Celebrities are likely to post content more frequently, since the type of content they post is made out of photos or Videos.

15

Profile of Online users that consider Professionals as their

main info source

16

%Aff. vs. all urban

online users, aged 18-54

GenderMen 49% 98Women 51% 102

EducationLow 2% 119Medium 33% 100High 64% 100

Working statusActive 75% 101Not working 25% 96

Age

18-24 y.o. 18% 9925-34 y.o. 36% 10535-44 y.o. 25% 9345-54 y.o. 22% 103


No own income 13% 94< 1500 RON 43% 1001501-2000 RON 15% 952001-3000 RON 17% 107> 3000 RON 11% 105

Marital statusSingle 27% 101Married 49% 100In a relationship 24% 99


Yes 31% 98No 69% 101

Professionals attract both men and women, with medium-high education, aged 25-44 or more, with monthly personal income above average.

17

Facebook, blogs and Tv help online professionals become known and followed. Other methods with high affinity of becoming a followed professional are writing for online newspapers/ magazines or through online ads.

Facebook Blogs TV online newspaper/ magazine

online ads the Radio printed media

Instagram Other sources

0%10%20%30%40%50%60%70%80%90%

100%

0

20

40

60

80

100

120

140

55%47% 45%

30%

19%13% 13%

5% 4%

110 10594

122 118

81

104 100

83

Professionals attract followers on…

18

Professionals most likely to be followed are: medical experts, professionals working in it/ software/ gaming, working in media or as journalists. medical experts, professionals working in it/ software/ gaming are more frequently followed.

Others

Management personnel

Businessmen

Journalists

Media professionals

Professionals from IT/ software/ gaming/ etc.

Medical experts

2%

27%

28%

32%

38%

56%

59%

All online professional sources they follow

1%7%

8%

8%

12%

36%

28%

Most frequent professional source they follow

Medical experts

Professionals from IT/ software/ gaming/ etc.

Media professionals

Journalists

Businessmen

Management personnel

Others

19

4%

25%

70%

Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources

Content should be spread among more online sources, as professionals’ followers read content from various sources, more likely also from regular people.

14% - Celebrities

29% - Regular people

92% - Professionals

5%

23%

72%

All

20

Games

Telecom

Fashion

Art &culture

Kids & their education

Interior design

Financial institutions

Medical services

Appliances

TV, electronics

News/ Events

IT / software / programing

Travelling

Health/ nutrition

Mobile phones, tablets

Food, recipes

0% 20% 40% 60% 80% 100%

0 20 40 60 80 100 120 140

21%

23%

28%

29%

29%

31%

32%

35%

36%

38%

39%

41%

47%

48%

48%

49%

113

114

86

107

105

104

124

117

106

112

114

126

98

104

110

99

Aff. vs. All

Inform from Professionals

Although they are active in specific areas, Professionals can deliver useful information on other topics too, like: Food/ recipes, health/

nutrition Mobile phones, tablets Travelling. IT/ software/ programing News/ events TV, electronics Medical services Financial institutions Telecom Games

21

Professionals are being followed because of: the quality of the information, being recognized as experts for their domain, keeping up with the novelty, having a high credibility level and becoming an expert though their own effort. Being on TV helps too.

Well

infor

med

Correc

t infor

med

Are ex

perts

in th

eir do

main

Try ne

w thing

s

Trust w

hat th

ey sa

y/ write

They g

rew th

rough

work

and e

ffort

Are ori

ginal

Can fre

quen

tly re

commen

d prod

ucts

and s

ervice

s

Are au

thenti

c

Promote

only

the th

ings t

hey b

eliev

e in

Follow

the l

atest

trend

s

Freque

ntly t

est p

roduc

ts an

d serv

ices

Suppo

rt soc

ial ca

uses

Have t

alent

for w

riting

Write

inter

estin

g life

stori

es

Have a

big f

ollow

ers co

mmunity

Person

s like

me

Follow

ed th

em on

TV, whe

re the

y said

inter

estin

g stuf

f

Are fun

ny

Have T

V show

s and

comple

te the

info

onlin

e0%

10%20%30%40%50%60%70%80%90%

100%

0

20

40

60

80

100

120

90% 88%78% 74% 74% 73%

67% 66% 66%61% 59% 57% 54% 54% 50% 50% 50% 48% 45% 45%

105 105 109101

108 104 99107 102 103 106 103 105 101

95104

94

110

90

111Very important & important reasons to follow professionals…

22






Entertain me







Help choose proper products



0% 20% 40% 60% 80% 100%

0 20 40 60 80 100 120 140

14%

16%

19%

30%

33%

34%

34%

35%

35%

39%

50%

52%

54%

55%

64%

106

113

109

120

110

88

109

107

101

99

107

118

105

98

101

Aff. vs. AllProfessionals

Following mostly Professionals helps online users to stay updated with their interests, be inspired to try new things and choose better suited products.

Professionals have high affinity for delivering support for professional development, actively supporting social causes and for helping online users better understand and select daily news.

23

Although professionals are mostly being followed on: Facebook, blogs and online newspapers, they have high affinity for also being followed on: online news portals, Pinterest, or Twitter. Professionals’ posts are being followed daily or almost daily.

Faceb

ook

Blogs

Online

newsp

apers

Online

news p

ortals

Online

mag

azine

s

You

Tube

Forums

Goo

gle pl

us

Pint

erest

Insta

gram

Twitter

Sna

pcha

t V

ine0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

66% 62%

41% 41% 39%34% 33%

9% 8% 8% 6%1% 1%

97103 107 111 108

93104 108

114

75

112 108

93

Professionals are being followed on…

Follow Professionals All

9% 9%

33% 34%

29% 27%

8% 7%

14% 15%

6% 7%

Read Professionals’ content…

Less than weeklyWeeklyEvery 4-5 daysEvery 2-3 daysDailySeveral times / day

24

Most useful forms of content provided by professionals are: Articles, product comparisons and comments. Graphics can add flavor and make the content even more useful.

Articles

Produc

t com

paris

ons

Commen

ts

Discus

sions

amon

g foll

owers

Videos

Photos

Graphic

s

Questi

onna

ires

Tests

0%10%20%30%40%50%60%70%80%90%

100%

0

20

40

60

80

100

120

140

81% 77%71% 71% 66%

59% 59% 58% 55%

105 104 103 105 103 99110 104 101

Type of content provided by professionals that help very much & a lot

25

Profile of Online users that consider Regular people as their main info source

26

%Aff. vs. all urban





Age

18-24 y.o. 18% 9925-34 y.o. 29% 8535-44 y.o. 29% 10745-54 y.o. 24% 116





Yes 35% 114No 65% 94


27

Regular people benefit from being present on Facebook and blogs. Other channels with good affinity that increase their number of followers are Instagram and other places, like: google search, friends, forums.

From F

aceboo

k

From B

logs

From on

line n

ewsp

aper

/ maga

zine

From on

line a

ds

From T

V

Other s

ource

s

From th

e Rad

io

From In

stagra

m

From pr

inted med

ia0%

20%40%60%80%

100%

04080120160200

67%

50% 21% 20%20% 8% 8% 7% 5%

115 10982

108

48

178

64

129

50

Regular people attract followers on .…

Google search, friends, YouTube, forums.

28

3%

15%

82%Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources

12% - Celebrities97% - Regular people29% - Professionals

5%

23%

72%

All

Content should be spread among more online sources, as regular people’s followers read content from various sources, more likely also from professionals.

29

Regular people more likely to be followed online are those that write about travelling and free time, about their life or that are interested in cooking. persons that write about their life or those that write about travelling and free time are most frequently followed.

Other

Photographers (profesional or amateur)

Persons that write about their kids and their education

Persons interested in lifestyle and fashion

Persons interested in cooking/ recipes

Persons that write about their life

Persons interested in travelling and free time

10%

29%

32%

36%

48%

51%

51%

All online regular people they follow

11%

4%

13%

13%

13%

25%

21%

Regular people most frequently followed

Persons interested in travelling and free time

Persons that write about their life

Persons interested in cooking/ recipes

Persons interested in lifestyle and fashion

Persons that write about their kids and their edu-cation

Photographers (pro-fesional or amateur)

Other Interested in: sport, DIY/

handmade stuff, spirituality, literature.

30

Other

Games


Telecom


Medical services

Art &culture


News/ Events

Interior design

TV, electronics

Appliances

Fashion


Health/ nutrition

Food, recipes

Travelling

0% 20% 40% 60% 80% 100%

0 20 40 60 80 100 120 140

3%

14%

16%

16%

22%

23%

23%

26%

26%

27%

29%

31%

33%

36%

43%

50%

51%

128

76

61

79

68

75

86

93

75

91

84

90

102

82

93

101

107

Aff. vs. All

Follow Regular people

In line with the Regular people more likely to be followed online, areas in which they deliver useful info are: travelling, food/ recipes, health/ nutrition.

But They could also deliver useful information about mobile phones/tablets and fashion.

Topics related to appliances, devices, news, services (medical, financial) are less associated with online regular people’s useful content.

31

Regular people are being followed because they are: well informed, give correct information and try new things. They are also funny and entertaining. For 61% it really matters that these people are people like them, to which they can relate.

Well

infor

med

Correc

t infor

med

Try ne

w thing

s

Are ori

ginal

They g

rew th

rough

work

and e

ffort

Trust w

hat th

ey sa

y/ write

Are au

thenti

c

Person

s like

me

Are ex

perts

in th

eir do

main

Are fun

ny

Promote

only

the th

ings t

hey b

eliev

e in

Write

inter

estin

g life

stori

es

Can fre

quen

tly re

commen

d prod

ucts

and s

ervice

s

Are en

tertai

ning

Freque

ntly t

est p

roduc

ts an

d serv

ices

Have t

alent

for w

riting

Follow

the l

atest

trend

s

Have a

big f

ollow

ers co

mmunity

Suppo

rt soc

ial ca

uses

Keep m

e con

necte

d with

celeb

rities

' life

0%10%20%30%40%50%60%70%80%90%

100%

0

20

40

60

80

100

120

14085% 82%

74% 72%65% 63% 62% 61% 60% 56% 56% 56% 56% 53% 53% 53%

48% 44% 43% 42%

99 99 101 10693 92 97

116

84

112

96105

91

11296 98

87 9283

97

Very important & important reasons to follow regular people…

32












Entertain me



Stay updated with my interests

0% 20% 40% 60% 80% 100%

0 20 40 60 80 100 120 140

11%

13%

15%

18%

25%

31%

32%

32%

38%

42%

45%

45%

50%

56%

64%

74

100

88

69

84

95

72

102

108

106

97

118

98

102

100

Aff. vs. All

Follow Regular people

Regular people’s impact is: helping their followers stay up to date with their interests, inspire them to try new things and helping them choose products suited to their needs.

They also offer relaxing, entertaining content.

33

Regular people are most influent on: Facebook, blogs and YouTube, whre they are being followed daily or almost daily.They also have high affinity being followed on: Instagram, Websites or newsletters.

Faceb

ook

Blogs

You

Tube

Online

newsp

apers

Forums

Online

news p

ortals

Online

mag

azine

s

Insta

gram

Goo

gle pl

us

Pint

erest

Twitter

Sna

pcha

t

Other

Vine

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

100

120

140

71%59%

42%35% 35% 33% 31%

12%7% 5% 4% 1% 1% 0%

10497

114

90

109

90 85

119

8273 69

81

122

52

Follow info provided by regular people on…

Follow Regular people All

9% 9%

34% 34%

24% 27%

7%7%

15%15%

11% 7%

Follow Regular people…


Websites, newsletters

34

Most useful forms of content provided by online regular people are articles, product comparisons, comments and discussions among group members.

Articles

Produc

t com

paris

ons

Commen

ts

Discus

sions

amon

g foll

owers

Videos

Photos

Tests

Questi

onna

ires

Graphic

s0%

10%20%30%40%50%60%70%80%90%

100%

0

20

40

60

80

100

120

140

74% 71% 66% 64% 59% 58%52% 50%

44%

95 96 96 94 92 96 95 9082

Type of content provided by regular people that help very much & a lot

35

Profile of Online users

that consider celebrities as

their main info source

36

%Aff. vs. all urban





Age

18-24 y.o. 24% 13425-34 y.o. 40% 11835-44 y.o. 23% 8645-54 y.o. 13% 60





Yes 25% 81No 75% 109

Celebrities’ online audience consists of: men, with medium to high education, partly because they are still learning. They are aged 18-34, don’t work or have low personal income and are more likely still single.

37

Online celebrities attract their followers mainly from the TV. Second channel is Facebook. Other channels with high affinity are: radio and Instagram.

From T

V

From F

acebo

ok

From B

logs

From th

e Rad

io

From on

line a

ds

From on

line n

ewsp

aper

/ maga

zine

From pr

inted

media

From In

stagra

m0%

20%40%60%80%

100%

0408012016069%

57%25% 19% 15% 12% 11% 7%

170

9856

159

7946

102131

Celebrities attract followers from…

38

singers, TV hosts, actors, sportsmen and writers are the top celebrities followed online.Out of them, celebrities most frequently followed are: singers and TV hosts.

Other

Politiciens

Radio host

Fashion designers

Writers

Sportsmen

Actors

TV host

Singers

1%

10%

20%

27%

31%

32%

60%

62%

81%

All online celebrities they follow

2%4%4%6%

14%

18%

52%

Celebrities most frequently followed…

Singers

TV host

Actors

Sportsmen

Writers

Fashion designers

Radio host

Politiciens

Other

39

12%

27%

61%

Inform from only one sourceHave a main source, but inform from other sources tooInform from the beginning from various sources

88% - Celebrities27% - Regular people38% - Professionals

5%

23%

72%

All

Content should be spread among more online sources, as celebrities’ followers read content from various sources. Still, 12% consider to follow only one celebrity versus 5% from the online users that read content from only one source. Persons that follow celebrities put emphasis on social status, following besides Celebrities, most likely professionals.

40


Telecom

Games


Medical services

TV, electronics


Art &culture

Interior design

News/ Events

Appliances


Health/ nutrition

Travelling

Food, recipes

Fashion

0% 20% 40% 60% 80% 100%

0 20 40 60 80 100 120 140 160 180 200

12%

15%

16%

16%

21%

24%

24%

25%

29%

29%

32%

38%

42%

45%

52%

57%

35

74

85

61

70

71

88

94

100

85

93

87

92

95

104

175

Aff. vs. All

Follow Celebri-ties

Fashion is the first topic for which celebrities deliver useful information.

They are also being followed when posting content on: food/ recipes, travelling and health/ nutrition.

They have little influence over content in areas related to: IT, telecom, gaming, services, appliances, kids & their education and even art & culture.

41

Celebrities are being follow because they try out new things and are entertaining. Other reasons with high affinity are: funny content, interesting life stories, updated content on celebrities life, completing info from TV with exclusive content in online, looking good and providing controversial info.

0%10%20%30%40%50%60%70%80%90%

100%

020406080100120140160180

66% 65% 64% 64% 64% 63% 63% 62% 62% 62% 60% 58% 58% 56% 56% 54% 54% 54% 54% 52% 51% 49% 48% 47% 43% 42% 38%

90

137

7590 92

126

98

74

117

91

136 133112

155

94 78

100132

97 93 82 94

100

158

127

99

124

Very important & important reasons to follow celebrities…

42













Entertain me



0% 20% 40% 60% 80% 100%

0 20 40 60 80 100 120 140

8%

14%

14%

15%

17%

23%

24%

26%

32%

32%

36%

40%

45%

58%

59%

65

78

94

47

66

71

81

75

71

68

91

78

118

91

106

Aff. vs. All

Follow Celebri-ties

Following celebrities Directly influences online users to try new things, stay up-to-date with their interests. They also keep their followers entertained.

43

Celebrities influence their followers best by using Facebook, Blogs and YouTube.Additional channels with high affinity are Instagram, Twitter and Vine. Their posts are being followed daily or even more time per day.

Faceb

ook

Blogs

You

Tube

Online

mag

azine

s

Online

newsp

apers

Online

news p

ortals

Insta

gram

Forums

Goo

gle pl

us

Twitter

Pint

erest

Vine

Sna

pcha

t0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

50

100

150

200

250

300

69%

54%

39%35% 33%

24%20%

18%8% 6% 6%

2% 1%

10389

105 95 8565

192

56

101 11390

257

100

Follow info provided by celebrities on…

Follow Celebrities All

15% 9%

34%34%

24%27%

5% 7%

17% 15%

5% 7%

Follow celebrities…


44

Best content posted by celebrities consists of: photos, videos. Secondary, they can also post product comparisons and articles.

Photos

Videos

Produc

t com

paris

ons

Articles

Commen

ts

Discus

sions

amon

g foll

owers

Questi

onna

ires

Tests

Graphic

s0%

10%20%30%40%50%60%70%80%90%

100%

0

20

40

60

80

100

120

140

71% 67% 66% 66% 63% 60% 58% 58%46%

117105

89 86 92 88104 106

87

Type of content provided by regular people that help very much & a lot

45

Thank you!

Influence Me SeriesFocus on Influencers’ Role - Influence Me 2016

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