{"id":25400,"date":"2020-07-28T08:39:02","date_gmt":"2020-07-28T06:39:02","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=25400"},"modified":"2020-07-20T11:39:39","modified_gmt":"2020-07-20T09:39:39","slug":"influencers-authenticiteit-grootste-zorg-digital-natives","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/influencers-authenticiteit-grootste-zorg-digital-natives\/","title":{"rendered":"Influencers: authenticiteit grootste zorg digital natives"},"content":{"rendered":"<p><em>Influencers zijn steeds belangrijker geworden in marketing, maar er zijn ook kritische geluiden te horen (lees ook: <a href=\"http:\/\/www.magazinemedia.be\/nl\/slechts-4-internetgebruikers-vertrouwt-influencers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Slechts 4% internetgebruikers vertrouwt influencers<\/a>). De verwachting is dat het medium de komende jaren steeds meer budget naar zich toetrekt. Met name de houding van de digital natives zal de effectiviteit ervan voor marketing bepalen. Hoe denken zij over influencers en welke eigenschappen maken een goede influencer?<\/em><\/p>\n<p>De meeste Millennials (61%) zijn al eens be\u00efnvloed door een social media contentmaker, zo geven ze toe in het onderzoek van Influencer Intelligence. Het onderzoek (in UK en US) is een vervolg op het Influencer Report en duikt dieper in de attitudes van de belangrijkste consumentengroepen van het moment.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content.png\"><img decoding=\"async\" class=\" wp-image-25403 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content-1024x438.png\" alt=\"Graph influence of social media influencer content\" width=\"737\" height=\"316\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content-1024x438.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content-300x128.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content.png 1480w\" sizes=\"(max-width: 737px) 100vw, 737px\" \/><\/a><\/p>\n<p>De belangrijkste conclusies op een rijtje:<\/p>\n<ul>\n<li>Authenticiteit is de grootste zorg die consumenten hebben ten aanzien van influencers.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing.png\"><img decoding=\"async\" class=\" wp-image-25409 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing.png\" alt=\"Graph greatest concerns influencer marketing\" width=\"492\" height=\"443\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing.png 852w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing-300x269.png 300w\" sizes=\"(max-width: 492px) 100vw, 492px\" \/><\/a><\/p>\n<ul>\n<li>61% van consumenten zegt dat authenticiteit de belangrijkste eigenschap is van een influencer<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\" wp-image-25411 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-most-important-attributes-of-social-media-influencer.png\" alt=\"Graph most important attributes of social media influencer\" width=\"564\" height=\"445\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-most-important-attributes-of-social-media-influencer.png 871w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-most-important-attributes-of-social-media-influencer-300x236.png 300w\" sizes=\"(max-width: 564px) 100vw, 564px\" \/><\/p>\n<ul>\n<li>70% van consumenten vindt het belangrijk dat de influencer een natuurlijke affiniteit met het merk heeft (lees ook: <a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-moet-je-mweten-van-je-influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wat moet je m(w)eten van je influencer marketing?<\/a>).<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\" wp-image-25407 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree-1024x470.png\" alt=\"Graph behaviour towards social media influencers - disagree\" width=\"741\" height=\"340\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree-1024x470.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree-300x138.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree.png 1452w\" sizes=\"(max-width: 741px) 100vw, 741px\" \/><\/p>\n<ul>\n<li>De content van de minder groten is toegankelijker en dichterbij voor veel consumenten. Bovendien vinden ze dat kleinere influencers beter zijn in het engageren van volgers in gesprekken.<\/li>\n<li>Bijna 30% van de digital natives zegt dat influencer content hen aanzet tot impulsaankopen. 28% geeft aan dat ze weleens direct doorgeklikt en gekocht hebben.<\/li>\n<\/ul>\n<ul>\n<li>79% van consumenten geeft de voorkeur aan influencer content boven advertenties en aanbevelingen door beroemdheden.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\" wp-image-25401 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-1024x513.png\" alt=\"Graph behaviour towards social media influencers\" width=\"697\" height=\"349\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-1024x513.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-300x150.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers.png 1389w\" sizes=\"(max-width: 697px) 100vw, 697px\" \/><\/p>\n<ul>\n<li>Voor nieuwe onafhankelijke merken zijn influencers een belangrijke opportuniteit, omdat influencers hier voor consumenten (61%) echt impact hebben.<\/li>\n<li>Niet de grootste influencers zijn het meest gewaardeerd, maar de middelgrote en kleinere. Dit is geheel in lijn met andere onderzoeken (<a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-moet-je-mweten-van-je-influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">lees hier meer<\/a>).<\/li>\n<\/ul>\n<p>Authenticiteit is dus uitermate belangrijk. In het onderzoek geeft 46% aan dat content voor hen authentieker en aantrekkelijker moet zijn, willen ze influencer-campagnes in de toekomst vertrouwen. Veel jongeren hebben social media influencers al in de fout zien gaan en hun enthousiasme is daardoor bekoeld. De grootste zorg van veel marketeers is op dit moment dan ook fraude en de \u2018fake followers\u2019 die er in grote getalen blijken te zijn.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-25405 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns-1024x625.png\" alt=\"Graph what would it take to trust and buy into influencer-led campaigns\" width=\"731\" height=\"447\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns-1024x625.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns-300x183.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns.png 1212w\" sizes=\"(max-width: 731px) 100vw, 731px\" \/><\/p>\n<p>De digital native generatie is zeer kritisch over influencer campagnes: het moet zeer overtuigend authentiek zijn en er mag absoluut geen geforceerde of te commercieel gestuurde alliantie zijn tussen merk en influencer, want dan haken ze al snel af. Dat is ook terug te zien in het dalende belang dat ze aan \u2018celebrities\u2019 hechten. Merken associ\u00ebren zich beter met belangrijke issues zoals ethische productie, carbon voetafdruk en progressieve waarden (lees ook: <a href=\"http:\/\/www.magazinemedia.be\/nl\/gender-moedige-marketeers-oogsten-meer-succes\/\" target=\"_blank\" rel=\"noopener noreferrer\">Gender: moedige marketeers oogsten meer succes<\/a>).<\/p>\n<p>De rol van influencers in het beslissingsproces is complex en kan gaan van directe aankoop tot hulp bij ori\u00ebntatie, onderzoek en de uiteindelijke aankoopbeslissing.<\/p>\n<p>Bron:\u00a0<a href=\"https:\/\/influencerintelligence.econsultancy.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Influencer intelligence<\/a><\/p>\n<p><em>Gerelateerde artikels:<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/slechts-4-internetgebruikers-vertrouwt-influencers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Slechts 4% internetgebruikers vertrouwt influencers<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/print-vs-instagram-1-0\/\" target=\"_blank\" rel=\"noopener noreferrer\">Print vs Instagram: 1-0<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/wat-moet-je-mweten-van-je-influencer-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wat moet je m(w)eten van je influencer marketing?<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/nl\/hoe-denken-jongeren-over-influencers\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hoe denken jongeren over \u2018influencers\u2019?<\/a><\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Influencers zijn steeds belangrijker geworden in marketing, maar er zijn ook kritische geluiden te horen (lees ook: Slechts 4% internetgebruikers vertrouwt influencers). De verwachting is dat het medium de komende jaren steeds meer budget naar zich toetrekt. Met name de houding van de digital natives zal de effectiviteit ervan voor&#8230;<\/p>\n","protected":false},"author":10,"featured_media":25413,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[2256,2257,237,1042,1030],"class_list":["post-25400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-authenticiteit","tag-digital-natives","tag-influencer-marketing","tag-influencers","tag-vertrouwen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Authenticiteit van influencers grootste zorg voor consument<\/title>\n<meta name=\"description\" content=\"De houding van digital natives zal de effectiviteit voor marketing bepalen: Hoe denken zij over influencers? 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