The rise of the social media influencer
The rise of social media influencers is dramatic, one in four of all UK adults now follow a social influencer (up from 18% just two years ago).
While millennials are the most likely to follow an influencer (46%) interest extends across all age groups. This ensures Squall music promotion can be used to reach all audiences. Just over one third of consumers aged 35-54 and 21% of the 55+ age admit to following an influencer. The gender split is also closer than you might expect. This is not just a female trend 47% of men in the UK follow an influencer compared to 53% of women.
Powerful word of mouth promotion
Millennials consume a huge amount of content from social influencers and are a powerful word of mouth promoter. 84% read, watch or listen to social influencer content once a week or more, while 36% talk about a social influencer to their family and friends at least once a week.
Over half (58%) of Millennials agree social influencers inspire them to try new things, while 24% report acting on a recommendation made by a social influencer at least once a month.
A highly influential new promotional channel for music
Forty-two percent (42%) report ‘they value recommendations given by a social influencer’. This means ‘social influencers’ are ranked ahead of established promotional channels including. Magazines, newspapers, celebrity endorsement, radio adverts and traditional paid social adverts.
Bigger doesn’t always mean better
Research from Wavemaker highlights a growing trend towards micro social influencers. You don’t need millions or even hundred of thousands of followers to have an impact. Just over one third (35%) of respondents reported they are more likely to prefer less well known influencers rather than celebrity-type influencers. It’s clear that authenticity is key and celebrities are often perceived to be out of touch, and driven more by a pay cheque than a genuine desire to promote music they love.
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About Right Chord Music
Right Chord Music was established in 2010 to help champion incredible new music from around the world. The Right Chord Music family now includes the RCM blog (Ranked in the top 10 UK music blogs and websites) The Lost On Radio Podcast, Major Labl management consultancy and creative services, Squall and Live Music Session TV