THESLAB: 2019 Social Media Intelligence Report

The Social Intelligence Lab (THESLAB) has released a new report, “Social Media Intelligence 2019”.

Influencer marketing is all the rage. Most brands that used influencers last year continued to do so in 2019. There are several considerations for choosing the right influencer for a brand, and trust is the most important.

92% of respondents believe that the influencer’s reliability, integrity or trust is one of the key considerations. The fact is that many people trust influencers. A past study showed that 62% of consumers aged 18-24 and 55% of consumers aged 25-34 believe that influencers’ opinions are honest.

In addition to trust and integrity, 9 in 10 respondents (92%) said audience engagement is another key metric they use when selecting the right influencers for their campaigns.

Other important metrics and areas of consideration include the relevance of audience demographics to the campaign’s target audience (92%), content quality (88%), and the sheer size of the influencer’s following (62%).

Key Social Intelligence Goals

About 43% of respondents use social media data as part of identifying potential opinion leaders.

72% of respondents identified customer insights as one of their top goals, followed by measuring campaign success (66%). Other goals included better understanding customers (57%), understanding customer sentiment (56%) and brand positioning (54%).

Most people can't stand fake followers

More than half of respondents (54%) said they would only choose influencers who never get fake followers or likes.

Meanwhile, 46% of respondents said they would tolerate some fake followers or likes if the influencer had a sufficient number of real followers, while 4% would tolerate fake followers.

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