Aussies tune out online influencers; prefer strangers’ ratings
Online influencers are losing the trust of Australians, who are instead turning to regular people for product reviews.
A recent survey by software research platform Capterra found that only 18 per cent of shoppers trust reviews from social media influencers, while 76 per cent trust reviews from regular people because they see them as more genuine.
The study of the shopping habits of just 500 Australian consumers highlighted that peer recommendations are the main way people discover products.
Despite the drop in influencer effectiveness, targeted online ads can still grab attention and lead to purchases when they match consumer interests.
The research also revealed that Australians adjust their spending due to economic conditions, with over three-quarters of online shoppers valuing recommendations based on current discounts or deals.
Trust is vital in boosting conversion rates, as consumers who trust a brand are likelier to purchase and recommend it to others. User reviews are significant, with 62 per cent considering them crucial in online purchase decisions.
However, despite feeling bombarded by online ads, social media users still look up more information about products they see advertised.
Andrew Blair, analyst at Capterra, advises businesses to adopt various strategies to boost conversions.
“As market dynamics constantly shift, maintaining customer trust is crucial and poses a question to the relevance of influencers,” he explained.
“As part of a marketing strategy, influencers should reevaluate their style and approach to regain the authentic image consumers used to find appealing.”
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