Parasocial relationships are driving purchasing
It finally [finally!] feels like most people understand that if you’re not on-board with creator marketing, you’re behind.
We know how it really is, though. If you work for a brand, the higher ups can say they want to prioritize creator work, but when they see the budget ask, they want to put the money where it still feels like a safe bet [to them].
That’s why we’re diving into LTK’s new Creator Marketing Trends Report. LTK—a platform for creators to easily share all of their recommendations with their followers—may be big for fashion, but this report is packed with tips and takeaways for any creator marketing strategy. More importantly, it has tons of proof that creators can convert their followers into customers when the partnership is right.
A quick note about the research: LTK conducted this survey with its own users last month. While not everyone you know may be using LTK—they report that 25% of all adult women are users—the platform attracts influential, successful individuals who have a significant impact on driving sales. We’d guess these users are likely micro trendsetters who follow creators and then influence their own communities in meaningful ways.
So, whether you’re a social media manager looking for budget, a creator in search of collabs, or someone who just wants to bring a smart idea to the table, the LTK report has so much great info. Let’s dive into our top three highlights:
Creators are trusted over ads and celebrities: Trust has been trending in this direction for years, and while we may still look to ads and celebs for inspo, our parasocial relationships with our favorite creators have the most power.
84% of LTK users trust creator recommended brands most.
Trust grows sales: Brand trust should be a top priority for everyone. If a creator-brand partnership is in the works, and a creator can show that their community trusts their recommendations, a lot of the work has already been done.
91% of LTK users are more likely to try a new product or brand after seeing a creator post.
Video is still the top format: Video has been 👑 for awhile, so investing in it via creators is worthwhile. Working with creators in this way can be especially helpful if you’ve got a small social media team who can’t spend every day on video concepts and editing.
93% of consumers say they watch video content on social.
read LTK’s full report here