Are Social Media Influencers Useful Sources Of Info?

According to a recent YouGov survey spanning 17 markets globally, social media influencers have emerged as valuable information sources for specific topics, though their credibility varies significantly by subject matter. The study reveals that travel content from influencers resonates most strongly, with 60% of global adults finding them useful in this domain.

The survey highlights strong influencer effectiveness across several lifestyle categories, with approximately 6 in 10 respondents valuing influencer content in areas such as fitness/exercise (59%), technology (58%), fashion (58%), DIY/home repair (57%), media (57%), and food/drink (56%).

However, influencer credibility diminishes substantially in more serious domains. The study shows limited effectiveness in news (44% finding them useful), finance (40%), politics (31%), and religious matters (14%). Notably, US audiences show more skepticism than the global average, particularly regarding travel and media content.

Key Actionable Takeaways:

1. Focus influencer marketing budgets primarily on lifestyle categories where credibility is highest (travel, fitness, tech, fashion)

2. Leverage review-style content formats, as these are perceived as more valuable than other content types

3. Adjust expectations and strategies for US market campaigns, accounting for higher skepticism

4. Avoid heavy investment in influencer campaigns for sensitive topics like finance, news, and politics

5. Prioritize travel-related influencer partnerships, as this category shows the highest global trust

6. Develop region-specific strategies, considering the significant variation in receptiveness across markets

7. Incorporate how-to and educational content as a secondary format to reviews

8. Target DIY/home repair content opportunities, which show strong audience trust

9. Create integrated campaigns combining influencer content with other trusted information sources

10. Conduct market-specific research before launching campaigns, given the significant regional variations in influencer effectiveness