The Influencer Effect has the power to make people purchase, but they need to feel it’s “authentic.” In a survey from Olapic and CITE Research, one-third of respondents said they’d purchased something because of an influencer.

The Influencer Effect has the power to make people purchase, but they need to feel it’s “authentic.” In a survey from Olapic and CITE Research, one-third of respondents said they’d purchased something because of an influencer. Olapic’s co-founder explains that marketers aren’t “just buying page views and eyeballs; [they’re] buying something that’s very effective.” Why does influencer marketing work so well? Forty-two percent of those surveyed said their top reason for trusting an influencer is “authenticity,” making it important for brands “to give some of the voice to the influencer.” (MediaPost)