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Art &culture Fashion Telecom Games
Influencers’ Role
by Starcom MediaVest Group and www.manafu.ro
presents
62%
PROFESSIONA...
Celebrities
attract followers on…
Online celebrities attract their followers
mainly from the TV. Second channel is
Faceboo...
Influencers’ Role
by Starcom MediaVest Group and www.manafu.ro
presents
Profile of Online users that follow
mainly professi...
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Influencer's role

Influencer's role

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Influencer's role

  1. 1. Art &culture Fashion Telecom Games Influencers’ Role by Starcom MediaVest Group and www.manafu.ro presents 62% PROFESSIONALS 60% PROFESSIONALS 27% REGULAR PERSONS 42% REGULAR PERSONS 11% CELEBRITIES 19% CELEBRITIES 22% 1% Radio 33% Experts 49% TV i 93% 75% Online i 61% Friends, relatives, colleagues 21% Information sources for investigated online users 1% for ALL main information source 9% 8% 6% Printed media No. of information sources Which of the following types of persons do you read/ follow online? Out of these persons, which one do you especially read/ follow online? Inform from only one source Have a main source, but inform from other sources too Inform from the beginning from various sources 5% 23% 72% 12% Don’t inform from Romanian digital sources .com Facebook Online newspaper/ magazine Online ads Instagram Blogs Other sources Where are influencers discovered? PROFESSIONALS benefit from exposure on Facebook, blogs and TV, but also from being present in online print. REGULAR PEOPLE use Facebook as lunching point and also get to be known through blogs. CELEBRITIES are being discovered and followed through TV, Facebook, blogs and Radio Areas for which they deliver useful information… PROFESSIONALS manage to influence their followers by being: well & correctly informed, experts in their domains and by trying out new things. Their followers also appreciate that they grew through work and personal effort and trust their content. Food/ recipes, health/ nutrition and travelling are top subjects on which all types of influencers can deliver useful content. Besides these areas, professionals also deliver useful information on topics like: mobile phones, tablets, IT/ software/ programming, news, TV/ electronics and services, while celebrities are best on delivering useful content related to fashion. Frequency Professionals and regular people’s content is being followed daily or every couple of days. While celebrities’ content is being more frequently followed. Celebrities’ content is the most likely to be followed several times per day. This increased frequency depends most probably on the type of content every influencer posts and the time required for preparations. Celebrities are likely to post content more frequently, since the type of content they post is made out of photos or Videos. REGULAR PEOPLE are also well and correctly informed and try new things, they stand out for their followers exactly for being regular/ common people, like their followers, and for being original. CELEBRITIES are first and foremost entertaining. They are funny, look good and it’s a pleasure to watch them. They have interesting life stories, of which they speak on TV, but also online, keeping their followers updated with the celebrities’ life, controversies and “spicy” details. TV Radio Traditional printed media Well informed Correct informed Are experts in their domain Try new things Trust what they say/ write They grew through work and effort Are original Can frequently recommend products and services Are authentic Promote only the things they believe in Follow the latest trends Frequently test products and services Support social causes Have talent for writing Write interesting life stories Have a big followers community Persons like me Followed them on TV, where they said interesting stuff Are funny Have TV shows and in online they complete the info from these shows Provide info that starts debates Are entertaining Keep me connected with celebrities' life Have a small, but active community Look good, it's a pleasure to follow them Provide controversial information Provide info on their personal life in online Stay updated with their interests Inspire to try new things Help choose suited products Support their professional development Support in understanding how products work Encourage their hobbies Inform me about my interests Help me discover info I can later on share to others Give me a new perspective on the subjects that matter Entertain me Help to understand day to day events Help select accurate daily news Support developing online connections Actively support the causes I care for Offer me content for my blog/ Facebook page/ etc. 100% 0% 20% 40% 60% 80% Food, recipes Mobile phones, tablets Health/ nutrition Travelling Medical services Financial institutions Kids &their education PROFESSIONALS keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they especially support them with their professional development. REGULAR PEOPLE also keep their followers updated with their interests, inspire them to try new things, help them choose better suited products, but they also entertain them and encourage their hobbies. CELEBRITIES inspire their followers to try new things, help them stay updated with their interests and entertain them. 100% 0% 20% 40% 60% 80% How they influence their followers? PROFESSIONALS attract both men and women, with medium-high education, aged 25-44 or more, with monthly personal income above average, more likely to be married. REGULAR PEOPLE audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income, not working, most probably taking care of the kids in the house. CELEBRITIES audience consists of: men, with medium to High education, partly because they are still learning. They are aged 18-34, don’t work or have low personal income and are more likely still single. PROFESSIONALS can reach their followers through articles, product comparisons, comments and discussions among followers on Facebook, blogs, online newspapers, news portals or magazines. REGULAR PEOPLE activate best on Facebook, blogs, YouTube through articles, product comparisons, comments and discussions among followers. CELEBRITIES influence more through Facebook, blogs, YouTube, online magazines and newspapers. Instagram is also a good channel for them. The type of content they generate best is visual: photos or video, followed by product comparisons. Best content Facebook Blogs Online newspapers Online news portals Online magazines YouTube Forums Google plus Pinterest Instagram Twitter Articles Product comparisons Comments Discussions among followers Videos Photos Graphics Questionnaires Tests Channels Content 9% 9% 15% 33% 34% 34% 29% 24% 24% 8% 7% 5% 14% 15% 17% 6% 11% 5% Several times / day Daily Every 2-3 days Every 4-5 days Weekly Less than weekly € IT / software / programing News/ Events TV, electronics Appliances Interior design A B C f NEWS P2P1 100% 80% 60% 40% 20% 100% 100% 80% 60% 40% 20% 100% 27,359 px Why are they being followed? Men Woman 49% 51% 27% 49% 24% 13% 43% 15% 17% 11% 31% 69% 18% 36% 25% 22% 2% 33% 64% 75% 25% 50% 50% 24% 52% 24% 18% 41% 18% 14% 9% 35% 65% 18% 29% 29% 24% 1% 35% 64% 70% 30% EDUCATION WORKING STATUS 55% 45% MARITAL STATUS KIDS UNDER 14 Y.O. IN THE HOUSEHOLD Single Married In a relationship Yes No 35% 39% 26% 17% 47% 14% 12% 11% 25% 75% 24% 40% 23% 13% Low Medium High AGE MONTHLY PERSONAL INCOME 18-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. No own income <1500 RON 1501 - 2000 RON 2001-3000 RON >3000 RON 3% 37% 60% 72% 28% Active Not working 55% 47% 45% 67% 50% 20% 57% 25% 69% 13% 5% 4% 21% 20% 8% 12% 15% 19% 5% 7% 8% 11% 7% 30% 19% 13% Professionals Regular people Celebrities 49% 48% 48% 47% 50% 36% 43% 51% 52% 38% 42% 45% 41% 39% 38% 36% 22% 26% 29% 31% 12% 29% 24% 32% 23% 16% 27% 26% 21% 16% 29% 24% 23% 33% 16% 14% 25% 57% 15% 16% 35% 32% 31% 29% 29% 28% 23% 21% Professionals Regular people Celebrities GENDER DEMOGRAPHICS 93% of the online users inform online, 61% inform from friends/ relatives and 49% from tv. For 75% of the online users the internet is the main source of information for products/ services and interests. Ask for details from consumer@.ro.starcomworldwide.com
  2. 2. Celebrities attract followers on… Online celebrities attract their followers mainly from the TV. Second channel is Facebook. Other channels with high affinity are: radio and Instagram. 25% Blogs f online ads 7% Instagram Radio Printed Media 57% Facebook TV online newspaper /magazine 15% 12% 69% 19% 11% Celebrities are being follow because they try out new things and are entertaining. Other reasons with high affinity are: funny content, interesting life stories, updated content on celebrities life, completing info from TV with exclusive content in online, looking good and providing controversial info. Following celebrities Directly influences online users to try new things, stay up-to-date with their interests. They also keep their followers entertained. Why are they being followed? Benefits of following Celebrities Very important & important reasons to follow Celebrities… Reaching out Frequency Celebrities influence their followers best by using Facebook, Blogs and YouTube. Additional channels with high affinity are Instagram, Twitter and Vine. Their posts are being followed daily or even more time per day. Type of content Best content posted by celebrities consists of: photos, videos. Secondary, they can also post product comparisons and articles. Less than weekly Weekly Every 4-5 days Every 2-3 days Daily Several times / day Profile of Online users that mainly follow Celebrities Celebrities’ online audience consists of: men, with medium to high education, partly because they are still learning. They are aged 18-34, don’t work or have low personal income and are more likely still single. Gender Education Working status Men Woman 55% 45% Marital status Kids under 14 y.o. in the household Single Married Inarelationship Yes No 35% 39% 26% 17% 47% 14% 12% 11% 25% 75% 24% 40% 23% 13% Low Medium High Age Monthly personal income 18-24y.o. 25-34y.o. 35-44y.o. 45-54y.o. Noownincome <1500RON 1501-2000RON 2001-3000RON >3000RON 3% 37% 60% 72% 28% Active Notworking RON Information sources 12% consider to follow only one celebrity versus 5% from the online users that read content from only one source. Persons that follow celebrities put emphasis on social status, following besides Celebrities, most likely professionals. Inform from only one source Have a main source, but inform from other sources too Inform from the beginning from various sources 23%27% 5%12% 72%61% 38% PROFESSIONALS 27% REGULAR PERSONS 88% CELEBRITIES regular people’s followers all followers Most likely & frequently followed Professionals most likely to be followed are: medical experts, professionals working in it/ software/ gaming, working in media or as journalists. Medical experts, professionals working in it/ software/ gaming are more frequently followed. All online professional sources they follow Most frequently followed... Areas for which they deliver useful information… Fashion is the first topic for which celebrities deliver useful information. They are also being followed when posting content on: food/ recipes, travelling and health/ nutrition. They have little influence over content in areas related to: IT, telecom, gaming, services, appliances, kids & their education and even art & culture. Try new things Are entertaining Well informed Are experts in their domain They grew through work and effort Are funny Are authentic Correct informed Write interesting life stories Are original Followed them on TV, where they said interesting stuff Keep me connected with celebrities' life Support social causes Look good, it's a pleasure to follow them Promote only the things they believe in Trust what they say/ write Have talent for writing Have TV shows and in online they complete the info from these shows Follow the latest trends Frequently test products and services Can frequently recommend products and services Persons like me Have a big followers community Provide info on their personal life in online Have a small, but active community Provide info that starts debates Provide controversial information Offer me content for my blog/ Facebook page/ etc. Support developing online connections Actively support the causes I care for Give me a new perspective on the subjects that matter Help select accurate daily news Help me discover info I can later on share to others Help to understand day to day events Inform me about my interests Support their professional development Support in understanding how products work Encourage their hobbies Help choose suited products Entertain me Stay updated with their interests Inspire to try new things 10% Politiciens 20% Radio host 27% Fashion designers 31% Writers 32% Sportsmen 60% Actors 62% TV host 81% Singers Radiohost Fashion designers Writers Sportsmen 14% Actors 6% 4% 4% 2% 18% TV host 52% Singers 12%15%16%16%21%24%24%25% 29%29%32%38%42%45%52%57% Financial institutions Kids &their education Art &culture TelecomGames € IT / software / programing TV, electronics A B Medical services Fashion Mobile phones, tablets Food, recipes Health/ nutrition Appliances Interior design Travelling News/ Events 66% 65% 64% 64% 64% 63% 63% 62% 62% 62% 60% 58% 58% 56% 56% 54% 54% 54% 54% 52% 51% 49% 48% 47% 43% 42% 38% 8% 14% 14% 15% 17% 23% 24% 26% 32% 32% 36% 40% 45% 58% 59% 69% 54% 39% 35% 33% 24% 20% 18% 8% 6% 6% Facebook Blogs Online newspapers Online news portals Online magazines YouTube Forums Google plus PinterestInstagram Twitter f NEWS 15%34%24%5%17%5% ArticlesProduct comparisons Comments Discussions among followers VideosPhotos GraphicsQuestionnaires Tests P2P1 71% 67% 66% 66% 63% 60% 58% 58% 46% From: Ask for details from consumer@.ro.starcomworldwide.com
  3. 3. Influencers’ Role by Starcom MediaVest Group and www.manafu.ro presents Profile of Online users that follow mainly professionals Professionals attract both men and women, with medium-high education, aged 25-44 or more, with monthly personal income above average. Well informed Correct informed Are experts in their domain Try new things Trust what they say/ write They grew through work and effort Are original Can frequently recommend products and services Are authentic Promote only the things they believe in Follow the latest trends Frequently test products and services Support social causes Have talent for writing Write interesting life stories Have a big followers community Persons like me Followed them on TV, where they said interesting stuff Are funny Have TV shows and in online they complete the info from these shows Gender Education Working status Men Woman 49% 51% Marital status Kids under 14 y.o. in the household Single Married Inarelationship Yes No 27% 49% 24% 13% 43% 15% 17% 11% 31% 69% 18% 36% 25% 22% Low Medium High Age Monthly personal income 18-24y.o. 25-34y.o. 35-44y.o. 45-54y.o. Noownincome <1500RON 1501-2000RON 2001-3000RON >3000RON 2% 33% 64% 75% 25% Active Notworking RON Profile of Online users that follow mainly Regular people Regular people’s audience consists of: men and women, with medium and high education, aged 35+, with no income or average monthly income, not working, most probably taking care of the kids in the house. Gender Education Working status Men Woman 50% 50% Marital status Kids under 14 y.o. in the household Single Married Inarelationship Yes No 24% 52% 24% 18% 41% 18% 14% 9% 35% 65% 18% 29% 29% 24% Low Medium High Age Monthly personal income 18-24y.o. 25-34y.o. 35-44y.o. 45-54y.o. Noownincome <1500RON 1501-2000RON 2001-3000RON >3000RON 1% 35% 64% 70% 30% Active Notworking RON Most likely & frequently followed Professionals most likely to be followed are: medical experts, professionals working in it/ software/ gaming, working in media or as journalists. Medical experts, professionals working in it/ software/ gaming are more frequently followed. Information sources Content should be spread among more online sources, as professionals’ followers read content from various sources, more likely also from regular people. Areas for which they deliver useful information… Although they are active in specific areas, Professionals can deliver useful information on other topics too Reaching out Frequency Although professionals are mostly being followed on: Facebook, blogs and online newspapers, they have high affinity for also being followed on: online news portals, Pinterest, or Twitter. Type of content Most useful forms of content provided by professionals are: articles, product comparisons and comments. Graphics can add flavor and make the content even more useful. Professionals are being followed because of: the quality of the information, being recognized as experts for their domain, keeping up with the novelty, having a high credibility level and becoming an expert though their own effort. Being on TV helps too. Following mostly Professionals helps online users to stay updated with their interests, be inspired to try new things and choose better suited products. Professionals have high affinity for delivering support for professional development, actively supporting social causes and for helping online users better understand and select daily news. Regular people attract followers on… Regular people benefit from being present on Facebook and blogs. Other channels with good affinity that increase their number of followers are Instagram and other places, like: google search, friends, forums. 50% Blogs f online ads 7% InstagramRadioOther sources Printed Media 67% Facebook TV online newspaper /magazine 20% 20% 8% 8% 5% 21% 28% Businessmen 27% Management personnel 32% Journalists 38% Media professionals 56% Professionals from IT/ software/ gaming/ etc. 59% Medical experts Businessmen Management personnel JournalistsMedia professionals Professionals from IT/ software/ gaming/ etc. Medical experts All online professional sources they follow Most frequent professional source they follow 28% 36% 12% 8% 8% 7% Inform from only one source Have a main source, but inform from other sources too Inform from the beginning from various sources 23%25% 5%4% 72%70% 92% PROFESSIONALS 29% REGULAR PERSONS 14% CELEBRITIES professionals’ followers all followers Health/ nutrition Travelling Medical services Financial institutions Kids &their education Art &culture Fashion Telecom Games Mobile phones, tablets Food, recipes € IT / software / programing News/ Events TV, electronics Appliances Interior design A B C 21%23%28%29%29%31%32%35% 36%38%39%41%47%48%48%49% Areas for which they deliver useful information… In line with the Regular people more likely to be followed online, areas in which they deliver useful info are: travelling, food/ recipes, health/ nutrition. But they could also deliver useful information about mobile phones/tablets and fashion. Topics related to appliances, devices, news, services (medical, financial) are less associated with online regular people’s useful content. Health/ nutrition Medical services Financial institutions Art &culture Telecom Games Mobile phones, tablets Travelling Food, recipes €IT / software / programing News/ Events TV, electronics Appliances Interior design Kids &their education A B C Fashion Why are they being followed? Regular people are being followed because they are: well informed, give correct information and try new things. They are also funny and entertaining. For 61% it really matters that these people are people like them, to which they can relate. Regular people’s impact is: helping their followers stay up to date with their interests, inspire them to try new things and helping them choose products suited to their needs. They also offer relaxing, entertaining content. Why are they being followed? 90% 88% 78% 74% 74% 73% 67% 66% 66% 61% 59% 57% 54% 54% 50% 50% 50% 48% 45% 45% Stay updated with their interests Inspire to try new things Help choose suited products Support their professional development Support in understanding how products work Encourage their hobbies Inform me about my interests Help me discover info I can later on share to others Give me a new perspective on the subjects that matter Entertain me Help to understand day to day events Help select accurate daily news Support developing online connections Actively support the causes I care for Offer me content for my blog/ Facebook page/ etc. 14% 16% 19% 30% 33% 34% 34% 35% 35% 39% 50% 52% 54% 55% 64% Very important & important reasons to follow professionals… Benefits of following Professionals Benefits of following Regular people Very important & important reasons to follow Regular people… Facebook Blogs Online newspapers Online news portals Online magazines YouTube Forums Google plus Pinterest Instagram Twitter Articles Product comparisons Comments Discussions among followers Videos Photos Graphics Questionnaires Tests f NEWS P2P1 66% 62% 41% 41% 39% 34% 33% 9% 8% 8% 6% Reaching out Regular people are most influent on: Facebook, blogs and YouTube, whre they are being followed daily or almost daily. They also have high affinity being followed on: Instagram, Websites or newsletters. Facebook Blogs Online newspapers Online news portals Online magazines YouTube Forums Google plus PinterestInstagram Twitter f NEWS 9%33%29%8%14%6% Less than weekly Weekly Every 4-5 days Every 2-3 days Daily Several times / day Frequency Less than weekly Weekly Every 4-5 days Every 2-3 days Daily Several times / day 81% 77% 71% 71% 66% 59% 59% 58% 55% Type of content Most useful forms of content provided by online regular people are articles, product comparisons, comments and discussions among group members. Articles Product comparisons Comments Discussions among followers Videos Photos QuestionnairesTests P2P1 Professionals attract followers on… Facebook, blogs and Tv help online professionals become known and followed. Other methods with high affinity of becoming a followed professional are writing for online newspapers/ magazines or through online ads. 47% Blogs f online ads 5% Instagram Radio Printed Media 55% Facebook 45% TV 30% online newspaper /magazine 19% 13% 13% Information sources Content should be spread among more online sources, as regular people’s followers read content from various sources, more likely also from professionals. Inform from only one source Have a main source, but inform from other sources too Inform from the beginning from various sources 23%15% 5%3% 72%82% 29% PROFESSIONALS 97% REGULAR PERSONS 12% CELEBRITIES regular people’s followers all followers Most likely & frequently followed Regular people more likely to be followed online are those that write about travelling and free time, about their life or that are interested in cooking. Persons that write about their life or those that write about travelling and free time are most frequently followed. 32% Persons that write about their kids and their education 29% Photographers (profesional or amateur) 36% Persons interested in lifestyle and fashion 48% Persons interested in cooking/ recipes 51% Persons that write about their life 51% Persons interested in travelling and free time Persons that write about their kids and their education Photographers (profesional or amateur) Persons interested in lifestyle and fashion Persons interested in cooking/ recipes Persons that write about their life Persons interested in travelling and free time All online professional sources they follow Most frequent professional source they follow 21% 25% 13% 13% 13% 4% Well informed Correct informed Try new things Are original They grew through work and effort Trust what they say/ write Are authentic Persons like me Are experts in their domain Are funny Promote only the things they believe in Write interesting life stories Can frequently recommend products and services Are entertaining Frequently test products and services Have talent for writing Follow the latest trends Have a big followers community Support social causes Keep me connected with celebrities' life Stay updated with my interests Inspire to try new things Help choose suited products Support in understanding how products work Entertain me Encourage their hobbies Inform me about my interests Support their professional development Give me a new perspective on the subjects that matter Help me discover info I can later on share to others Help to understand day to day events Help select accurate daily news Support developing online connections Offer me content for my blog/ Facebook page Actively support the causes I care for 85% 82% 74% 72% 65% 63% 62% 61% 60% 56% 56% 56% 56% 53% 53% 53% 48% 44% 43% 42% 11% 13% 15% 18% 25% 31% 32% 32% 38% 42% 45% 45% 50% 56% 64% 71% 59% 42% 35% 35% 33% 31% 12% 7% 5% 4% 9%34%24%7%15%11% Graphics 74% 71% 66% 64% 59% 58% 52% 50% 44% From: From: 14%16%16%22%23%23%26%26% 27%29%31%33%36%43%50%51%

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