It’s almost unusual these days to make a purchase before quickly checking online to look at stars, comments and blogger reviews.
A whole industry has sprung up out of our consumer need for secondary validation before each swipe of our credit card or “Confirm Purchase” click.
The people behind it are called, generally, paid influencers. They make capital for their blogs and vlogs from companies by reviewing, vouching for, or generally promoting products to their audience.
While traditional celebrities of various degrees of fame participate in this, microinfluencers, as they’re also known as, are general defined as untraditional celebrities. They’re individuals who work in their category, or are truly knowledgeable, passionate and authentic within it, to be seen as a trusted source of buying recommendations.
A MarketingSherpa chart article that covers this topic, featuring a 2016 study by Experticity, an influencer marketing company, in collaboration with Keller Fay Group and Dr. Jonah Berger, The Wharton School of the University of Pennsylvania, discovered that 82% of people are willing to follow an influencer’s recommendation, over the 73% who would follow the average customer’s.
Read more…
Knowing which bloggers are most likely to embed or link to a video can help focus your pitching strategy. Take a look at a new report from social media business intelligence provider Sysomos to find out which bloggers are sharing videos.
Sysomos analyzed over 100 million blog posts from July to September 2009 to measure bloggers’ video sharing. The report breaks down the bloggers’s demographics and the services they use.
Below is some U.S. data from the report. Check out the full report if you want more detail and international data.
– U.S. Market Share
o YouTube – 81.6% of bloggers use YouTube to embed or link to video
o Vimeo – 10.6%
o Dailymotion – 1.8%
– Top U.S. Cities for Video Sharing Via Blogs
o New York, NY – number one worldwide
o Los Angeles, CA – number six worldwide
o Chicago, IL – number 10 worldwide
– Top U.S. States for Video Sharing Via Blogs
o CA – 19.0%
o NY – 10.9%
o TX – 5.4%
o PA – 5.0%
o FL – 4.8%
– Age of North American Bloggers who Embed Video
o 20 to 35 – 62.7%
o 35 to 60 – 25.9%
o 13 to 19 – 9.5%
o Over 60 – 1.9%
o Under 13 – 0.0%
Worldwide, males (60.33%) are more actively sharing video through blogs than females (39.67%). The most active days are Tuesday, Wednesday and Monday, respectively. The most active hours are 11 a.m. to noon, followed by noon to 1 p.m.
If you’re making viral videos, this data helps show who is most likely to share them on a blog. You can use it to help guide your pitching strategy, and possibly help decide if viral video is the right strategy for your audience.
