📌 Bloggers influence your purchase decisions more than advertising

Over the last 5 years companies have been spending on social media marketing three times as much.

The reason for that is the fast growing social commerce sector that has outperformed e-commerce growth rates. A number of marketing research reports have shown that nowadays content creators on social media are exerting more influence on buyers’ decision making than internet advertisement.

However, with the growth of the sector new issues also arise.
These changes have especially affected the fashion industry where influential individuals fight for audience on a number of social media platforms these days. Fashion bloggers boast millions of subscribers.

For example, the ELLE favourite – Maria Helena Bordon Meireles has over a million subscribers while Julie Sarinana, a Californian, has garnered a whooping figure of 4.8 million. As a rule most subscribers are drawn by the biggest and most popular users while newbies struggle to attract fresh audience as this task may seem unachievable by many.

At the same time consumers are also running into problems, having to deal with huge amounts of unnecessary information about various products as platforms collect users’ data and profit off selling it to advertisers. This marketing strategy lowers their commercial viability as content is then shown to uninterested audiences.

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