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2022 Research Discovers Content Created by Customers are Replacing Influencers to Increase eCommerce Conversions

A recent study conducted indicated that an overwhelming 88.5% of consumers trust over influencers when shopping online

StoryTap, a patented video story platform, has released its latest research initiative, the Influencer Consumer Trust Report, today. The survey interviewed over three hundred Canadian and American respondents to examine how consumer trust correlates with driving eCommerce conversions and sales and the need for marketing strategies to shift to invest more into content created by and featuring real customers.

“Your people, like your customers and your staff are the most underutilized assets that your business has,” explained StoryTap CEO and co-founder Bernadette Butler. “The easiest way to turn shoppers into buyers is to build fast consumer trust by leveraging your real customers to tell a variety of different stories on video for things like video reviews for your website, TikTok videos, Video SEO,and more.”

StoryTap fielded the dual study based on responses from the general public (ages 18-60 plus) and a secondary survey geared towards marketing and communication professionals working with enterprise brands. The Influencer Consumer Trust Survey is a proprietary survey that identifies marketing priorities for 2022 and provides insights into how brands can adapt their strategies to meet consumer interests.

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Key insights from the study about consumers online shopping habits are:

  • 88.5% of consumers trust real customer reviews over an influencer’s.

  • 66.2% of consumers first discover new products/brands through a search engine.

  • 36.4% of consumers are moderately likely to purchase an item based on an influencer’s recommendations, and only 34.7% of consumers believe that their review is authentic.

  • 97.7% of online shoppers look for reviews before purchasing online, and an overwhelming

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“Our customers are ahead of this marketing curve realizing that consumer behavior is gravitating towards real people and authentic content over influencers, ” says StoryTap CEO and co-founder Bernadette Butler. “They are using our patented video technology to create video content that features their customers and meets brand guidelines, and it has increased their eCommerce conversions and sales.”

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Key insights from the study that interviewed marketing and communications professionals are:

  • 50% of marketers utilize influencers for brand awareness campaigns, however, 35.7% cite their biggest issue when working with influencers as meeting brand guidelines.

  • The primary content marketers have influencers create short-form videos for Instagram and TikTok. 34.7% of marketers reported that production costs were their biggest roadblock for creating video content, and 50% believed that influencer costs are too high for their marketing budgets.

  • 35.7% of marketers reported that the biggest benefit of using influencers was increased sales, yet 17.7% of consumers go to influencers and social media to make their purchasing decisions. Only 34.7% of consumers trust an influencer’s review to be authentic if they were paid to promote a brand.

“In 2021, our enterprise customers used influencers and our customers in their social ads. Surprisingly, the ads that featured customers performed the same if not better than those with influencers, and the ROI was much higher,” shared Butler. “They are using StoryTap to connect with customers much more in 2022 to create videos that connect and engage the online community  on social media while building brand awareness.”

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