Influence marketing occupies a special place among the promotion trends of recent years. As practice shows, the ROI of this tool is higher than traditional types of advertising. Its essence lies in the brand’s connection with the target audience through influential opinion leaders — influencers. 

Influencers can easily convey necessary information to the masses using their authority and a high degree of followers’ trust. According to experts, influence marketing works much more efficiently with society because it is not pure advertising. There is no study of consumer behavior patterns. There are no aggressive selling techniques.

However, it does offer what consumers are looking for: a personal touch. Influencer reviews show truth as they are not directly related to the brand nor will they betray their viewer’s trust. Such content is often perceived as a reliable source of information about the product.

Real Research conducted a survey to measure how effective influencers are in promoting brands from their social media accounts. The data collected showed that the majority of the respondents are young from 19 to 29 years old. Followed by the group of 29-39 and then comes the group of 46 to 60 years old. However, the group of 60+ is the minority.


  • The majority is part of the Gen Z, iGen, or Centennial generations (born from 1996 to the present)
  • About 40% prefer Facebook over other social media websites and visit it frequently in a week.
  • Around 28% follow 1-5 celebrities or influencers on social media.
  • 59% of respondents would buy a product recommended by an influencer they follow, and they also think that influencers are influential in their daily life.
  • Almost 65% join social media influencers’ events that require them to engage by sharing, tagging, or commenting on posts.
  • Nearly 28% of the participants spend about an hour on an influencer’s page, account, or channel daily trying to engage with their content.

Influencer marketing has become a popular method for several brands, whether they’re using well-known names or micro-influencers.

According to the Real Research survey data, the majority (40%) of the participants are from Gen Z, iGen, or Centennials (Born 1996 – Present). They are followed by 30% of millennials or Gen Y (Born 1977 – 1995) and 14% Generation X (Born 1965 – 1976). Meanwhile, 8% of the participants are baby boomers (born 1946 – 1964), and around 6% are traditionalists or silent generation (born 1945 – earlier).

The result shows that Gen Z, iGen, or Centennials and millennials or Gen Y are more interested in influencer marketing.

Figure 1: The majority of the respondents is part of the younger generation
Figure 1: The majority of the respondents is part of the younger generation

The Majority Prefer Facebook

Human nature, by default, has been estimated to be socially active to a certain extent. People have always been looking for means to connect and network with other people.

In this age of digitization, people have found ways to be socially active on the internet, which is possible with the advent of numerous social networking platforms and apps. Some people are more engaged, while others are less active.

In line with this, 40% of respondents said they prefer Facebook over other social media websites. Besides, around 21% prefer Instagram, and 18% favor Twitter. Meanwhile, 8% desire TikTok, 4% of participants love Snapchat. However, 5% choose other social media websites.

 The majority prefer Facebook
Figure 2: The majority prefer Facebook

To continue, about 40% visit Facebook frequently in a week. Besides, 20% of people who took the survey said they visit Instagram often in a week.

Furthermore, 15% of the respondents check Twitter, and only 8% engage with YouTube regularly in a week. Meanwhile, 8% are active on Snapchat, and 2% engage with other social media platforms frequently in a week.

This data shows that many people desire the most popular social media platform, Facebook. It also proves that it is an easy way for people to interact with each other or follow their favorite influencers as it has more than 2.5 billion active users.

The majority visit Facebook frequently in a week
Figure 3: The majority visit Facebook frequently in a week

Many People Follow 1 to 5 Influencers on Social Media

Influencer marketing is a kind of collaboration. In other words, a business cooperates with an influential person to promote something. It could be goods, services, or campaigns.

Celebrity advertisements were the primary form of influencer marketing. But in today’s digital world, social content creators with niche fans can often give more value to brands. These people have committed and involved groups of followers on social media. They are called social media influencers.

In line with this, respondents were asked how many celebrities they follow on social media, 28% (69,091) replied that they follow 1 to 5 influencers. Aside from these, 19% (48,196) of people keep in touch with 6 to 10 influencers’ content.

Moreover, 14% (34,302) of those who took the survey said they keep track of 11 to 15 influencers on social media. Also, 12% (30,235) follow more than 21 influencers, and 10% (26,191) follow 16 to 20 influencers on social media. However, 13% (34,247) of the respondents don’t follow any influencer.

Many people follow at least more than 1 influencer
Figure 4: Many people follow at least more than 1 influencer

The Effects of Influencers in Daily Life

Social media influencers are popular among many people. They seem to play an essential role in people’s lives because people spend a lot of their time watching, viewing, liking, sharing, and commenting on their content. In addition, influencer content also affects the way people buy things, behave, or see things.

Looking at this, 60% of participants said that they would buy a product recommended by an influencer they follow. However, 37% of people said no.

Furthermore, the majority of those who said yes are Indians. Also, the majority of people who replied no are from India. This shows that India is the dominant country for this survey.

Would you buy a product recommended by an influencer you follow?
Figure 5: Would you buy a product recommended by an influencer you follow?

Also, among the 250,000 participants, 52% think influencers affect their daily life (visiting a new place, brand choice, etc.), followed by 27% who said that influencers don’t affect their quotidian lives. However, 18% don’t know whether influencers affect their everyday life or not.

Influencers are influential in people’s life decisions
Figure 6. Influencers are influential in people’s life decisions

Respondents were asked whether they join social media influencers’ events to engage by sharing, tagging, or commenting on their posts or not, 65% of respondents said yes, they join. But 32% said they don’t enter any influencers’ events on social media.

Figure 7: Do you join social media influencers’ events to engage by sharing, tagging, or commenting on posts?

The Majority Spend on Average 1 hour daily

As mentioned earlier, social media is the best way for people to connect. It enables people to join and interact with their favorite social media stars across countries or continents. But with that constant connection comes this question: on average, how much time do you spend on an influencer’s page, account, or channel daily?

To the above question, 28% responded that they spend on average 1 hour daily. Apart from these people, 27% said they spend less than 30 minutes. Also, 22% spend around 1 to 2 hours on an influencer’s page.

Furthermore, 9% of fans spend 3 to 4 hours on a social media star page. Meanwhile, 4% spend more than 4 hours. However, 5% replied that they don’t spend any time on an influencer’s page.

People spend roughly an hour on an influencer’s channel daily
Figure 8: People spend roughly an hour on an influencer’s channel daily

About 28% said their primary interest in following influencers on social media is engaging content. Aside from these people, 20% said they follow because of visually-appealing content.

Moreover, 16% said that they follow a specific influencer because of their charisma or looks. 10% said that their main consideration for following an influencer is their giveaways or coupons. On the other hand, 9% said that it’s because of their popularity. Also, there are  6% of participants said it’s because of the brands these influencers endorse. Finally, 6% said that there other considerations for them to follow a specific influencer.

Figure 9: What are the main considerations for you to follow a specific influencer on social media?

Influencers, in a way or another, are affecting a lot of lives and mostly the youth. Influencers also somehow influence mental well-being, the way people buy and see things nowadays.


Survey TitleInfluencer Marketing Effectiveness Survey
DurationJanuary 13 – 21, 2021
Number of Participants250,000
DemographicsMales and females, aged 19 to 65+
Participating Countries Afghanistan, Algeria, American Samoa, Andorra, Angola, Argentina, Armenia, Australia, AzerbaijanBahrain, Bangladesh, Belarus, Belgium, Benin, Bhutan, Bolivia, Bosnia and Herzegovina, Brazil, Brunei, Bulgaria, Cambodia, Cameroon, Canada, Chile, China, Colombia, Costa Rica, Croatia, Cyprus, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, Finland, France, Georgia, Germany, Ghana, Greece, Guatemala, Haiti, Hong Kong, India, Indonesia, Iraq, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Laos, Latvia, Lebanon, Libya, Luxembourg, Macedonia, Madagascar, Malawi, Malaysia, Maldives, Malta, Mauritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Nepal, Netherlands, New Zealand, Nicaragua, Nigeria, North Korea, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Rwanda, Saudi Arabia, Senegal, Serbia, Seychelles, Singapore, Slovakia, Slovenia, Somalia, South Africa, South Korea, Spain, Sri Lanka, Sweden, Taiwan, Tajikistan, Tanzania, Thailand, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uzbekistan, Venezuela, Vietnam, Yemen, Zambia, Zimbabwe.