Influence marketing: methods of sharing brand info in the U.S. 2014

The graph presents information on the leading methods of sharing brand information according to consumers in the United States in 2014. It was found that 66 percent of respondents preferred to tell their friends about favorite brands in person, while 17 percent shared this information on Facebook.

Brand information sharing – additional information

Building a good reputation is a long process that involves nurturing relations with customers who then share their positive experiences with their peers. Even though it is still a common practice among consumers to exchange information on brands and products in person, the popularity of social media and its reach makes news travel much faster and much further nowadays. Facebook takes the lead among other social networks, with 30 percent of users admitting posts on the site are most likely to influence their purchase decisions.

In fact, surveys show that today’s consumers are less inspired by specialized content and are more prone to listen to their friend’s product and service recommendations. The main reason behind it is because they feel they can trust their friends’ opinions. This is a compelling argument for marketers who are now implementing influence marketing strategies in order to capitalize on the power of the word of mouth. With this in mind, 57 percent of online media marketing budgets in 2014 was devoted to Facebook campaigns.

In addition to Facebook and Twitter, the current leaders in social media marketing, younger customers turn to YouTubers’ product or brand recommendations as well. Among Millennials surveyed in 2014, 62 percent said they would try a product suggested by a YouTuber as opposed to 49 percent who said the same thing about products advertised on TV. All it takes to employ those influencers to run a positive social media brand promotion on their sites is a bit of incentive. Nearly 60 percent of consumers believe they should be rewarded for talking positively about brands, and while 53 percent of them expect cash remuneration, 25 percent would also be satisfied with a free product.

Leading methods of sharing brand information according to consumers in the United States in 2014

Share of respondents
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Sources

Release date

July 2014

Region

United States

Survey time period

2014

Supplementary notes

The source does not provide the information on the survey date or the sample size.
The question was phrased by the source as follows: "How do you typically tell your friends about a brand you like?"

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