Influencer's role

1. Art &culture Fashion Telecom Games
Influencers’ Role
by Starcom MediaVest Group and www.manafu.ro
presents
62%
PROFESSIONALS
60%
PROFESSIONALS
27%
REGULAR PERSONS
42%
REGULAR PERSONS
11%
CELEBRITIES
19%
CELEBRITIES
22%
1%
Radio
33%
Experts
49%
TV
i
93%
75%
Online
i
61%
Friends, relatives,
colleagues
21%
Information sources
for investigated online users
1%
for ALL
main information source
9%
8% 6%
Printed media
No. of
information
sources
Which of the following
types of persons do you
read/ follow online?
Out of these persons,
which one do you
especially read/ follow
online?
Inform from only
one source
Have a main
source, but
inform from other
sources too
Inform from the
beginning from
various sources
5%
23% 72%
12%
Don’t inform from
Romanian digital
sources
.com
Facebook
Online
newspaper/
magazine
Online
ads
Instagram
Blogs
Other
sources
Where are
influencers discovered?
PROFESSIONALS benefit
from exposure on
Facebook, blogs and TV,
but also from being
present in online print.
REGULAR PEOPLE use
Facebook as lunching
point and also get to be
known through blogs.
CELEBRITIES are being
discovered and followed
through TV, Facebook,
blogs and Radio
Areas for which they
deliver useful
information…
PROFESSIONALS manage to influence their followers by being: well &
correctly informed, experts in their domains and by trying out new
things. Their followers also appreciate that they grew through work
and personal effort and trust their content.
Food/ recipes, health/ nutrition and
travelling are top subjects on which
all types of influencers can deliver
useful content.
Besides these areas, professionals
also deliver useful information on
topics like: mobile phones, tablets,
IT/ software/ programming, news,
TV/ electronics and services, while
celebrities are best on delivering
useful content related to fashion.
Frequency
Professionals and regular people’s
content is being followed daily or
every couple of days.
While celebrities’ content is being
more frequently followed. Celebrities’
content is the most likely to be
followed several times per day.
This increased frequency depends
most probably on the type of content
every influencer posts and the time
required for preparations. Celebrities
are likely to post content more
frequently, since the type of content
they post is made out of photos or
Videos.
REGULAR PEOPLE are also well and correctly informed and try new
things, they stand out for their followers exactly for being regular/
common people, like their followers, and for being original.
CELEBRITIES are first and foremost entertaining. They are funny, look
good and it’s a pleasure to watch them. They have interesting life
stories, of which they speak on TV, but also online, keeping their
followers updated with the celebrities’ life, controversies and “spicy”
details.
TV
Radio
Traditional
printed
media
Well informed
Correct informed
Are experts in their domain
Try new things
Trust what they say/ write
They grew through work and effort
Are original
Can frequently recommend products and
services
Are authentic
Promote only the things they believe in
Follow the latest trends
Frequently test products and services
Support social causes
Have talent for writing
Write interesting life stories
Have a big followers community
Persons like me
Followed them on TV, where they said
interesting stuff
Are funny
Have TV shows and in online they complete
the info from these shows
Provide info that starts debates
Are entertaining
Keep me connected with celebrities' life
Have a small, but active community
Look good, it's a pleasure to follow them
Provide controversial information
Provide info on their personal life in online
Stay updated with their interests
Inspire to try new things
Help choose suited products
Support their professional development
Support in understanding how products
work
Encourage their hobbies
Inform me about my interests
Help me discover info I can later on share
to others
Give me a new perspective on the
subjects that matter
Entertain me
Help to understand day to day events
Help select accurate daily news
Support developing online connections
Actively support the causes I care for
Offer me content for my blog/ Facebook
page/ etc.
100%
0%
20%
40%
60%
80%
Food,
recipes
Mobile
phones,
tablets
Health/
nutrition
Travelling
Medical
services
Financial
institutions
Kids &their
education
PROFESSIONALS keep
their followers updated
with their interests,
inspire them to try new
things, help them
choose better suited
products, but they
especially support them
with their professional
development.
REGULAR PEOPLE also
keep their followers
updated with their
interests, inspire them to
try new things, help them
choose better suited
products, but they also
entertain them and
encourage their hobbies.
CELEBRITIES inspire
their followers to try new
things, help them stay
updated with their
interests and entertain
them.
100%
0%
20%
40%
60%
80%
How they influence their followers?
PROFESSIONALS
attract both men
and women, with
medium-high
education, aged
25-44 or more, with
monthly personal
income above
average, more likely
to be married.
REGULAR PEOPLE
audience consists
of: men and women,
with medium and
high education, aged
35+, with no income
or average monthly
income, not working,
most probably
taking care of the
kids in the house.
CELEBRITIES
audience consists of:
men, with medium to
High education, partly
because they are still
learning. They are
aged 18-34, don’t
work or have low
personal income and
are more likely still
single.
PROFESSIONALS can
reach their followers
through articles, product
comparisons, comments
and discussions among
followers on Facebook,
blogs, online
newspapers, news
portals or magazines.
REGULAR PEOPLE
activate best on
Facebook, blogs, YouTube
through articles, product
comparisons, comments
and discussions among
followers.
CELEBRITIES influence
more through Facebook,
blogs, YouTube, online
magazines and
newspapers. Instagram
is also a good channel
for them.
The type of content they
generate best is visual:
photos or video,
followed by product
comparisons.
Best content
Facebook Blogs Online
newspapers
Online
news
portals
Online
magazines
YouTube Forums Google
plus
Pinterest Instagram Twitter
Articles Product
comparisons
Comments Discussions
among
followers
Videos Photos Graphics Questionnaires Tests
Channels
Content
9%
9%
15%
33%
34%
34%
29%
24%
24%
8%
7%
5%
14%
15%
17%
6%
11%
5%
Several
times / day
Daily
Every
2-3 days
Every
4-5 days
Weekly Less than
weekly
€
IT / software
/ programing
News/
Events
TV,
electronics
Appliances
Interior
design
A B C
f
NEWS
P2P1
100%
80%
60%
40%
20%
100%
100%
80%
60%
40%
20%
100%
27,359 px
Why are they being followed?
Men
Woman
49%
51%
27%
49%
24%
13%
43%
15%
17%
11%
31%
69%
18%
36%
25%
22%
2%
33%
64%
75%
25%
50%
50%
24%
52%
24%
18%
41%
18%
14%
9%
35%
65%
18%
29%
29%
24%
1%
35%
64%
70%
30%
EDUCATION
WORKING
STATUS
55%
45%
MARITAL
STATUS
KIDS UNDER
14 Y.O. IN THE
HOUSEHOLD
Single
Married
In a relationship
Yes
No
35%
39%
26%
17%
47%
14%
12%
11%
25%
75%
24%
40%
23%
13%
Low
Medium
High
AGE
MONTHLY
PERSONAL
INCOME
18-24 y.o.
25-34 y.o.
35-44 y.o.
45-54 y.o.
No own income
<1500 RON
1501 - 2000 RON
2001-3000 RON
>3000 RON
3%
37%
60%
72%
28%
Active
Not working
55%
47%
45%
67%
50%
20%
57%
25%
69%
13%
5%
4%
21%
20%
8%
12%
15%
19%
5%
7%
8%
11%
7%
30%
19%
13%
Professionals
Regular people
Celebrities
49%
48%
48%
47%
50%
36%
43%
51%
52%
38%
42%
45%
41%
39%
38%
36%
22%
26%
29%
31%
12%
29%
24%
32%
23%
16%
27%
26%
21%
16%
29%
24%
23%
33%
16%
14%
25%
57%
15%
16%
35%
32%
31%
29%
29%
28%
23%
21%
Professionals
Regular people
Celebrities
GENDER
DEMOGRAPHICS
93% of the online users inform online, 61%
inform from friends/ relatives and 49% from
tv.
For 75% of the online users the internet is
the main source of information for
products/ services and interests.
Ask for details from consumer@.ro.starcomworldwide.com

2. Celebrities
attract followers on…
Online celebrities attract their followers
mainly from the TV. Second channel is
Facebook. Other channels with high
affinity are: radio and Instagram.
25%
Blogs
f
online ads
7%
Instagram
Radio
Printed
Media
57%
Facebook
TV
online
newspaper
/magazine
15% 12%
69% 19%
11%
Celebrities are being follow because they
try out new things and are entertaining.
Other reasons with high affinity are:
funny content, interesting life stories,
updated content on celebrities life,
completing info from TV with exclusive
content in online, looking good and
providing controversial info.
Following celebrities Directly influences
online users to try new things, stay
up-to-date with their interests. They also
keep their followers entertained.
Why are they being followed?
Benefits of following
Celebrities
Very important & important reasons
to follow Celebrities…
Reaching out
Frequency
Celebrities influence their followers best
by using Facebook, Blogs and YouTube.
Additional channels with high affinity are
Instagram, Twitter and Vine.
Their posts are being followed daily or
even more time per day.
Type of content
Best content posted by celebrities
consists of: photos, videos.
Secondary, they can also post product
comparisons and articles.
Less
than
weekly
Weekly Every
4-5
days
Every
2-3
days
Daily Several
times
/ day
Profile of Online users
that mainly follow Celebrities
Celebrities’ online audience consists of: men, with medium to high
education, partly because they are still learning. They are aged
18-34, don’t work or have low personal income and are more likely
still single.
Gender Education
Working
status
Men
Woman
55%
45%
Marital
status
Kids under
14 y.o. in the
household
Single
Married
Inarelationship
Yes
No
35%
39%
26%
17%
47%
14%
12%
11%
25%
75%
24%
40%
23%
13%
Low
Medium
High
Age
Monthly
personal
income
18-24y.o.
25-34y.o.
35-44y.o.
45-54y.o.
Noownincome
<1500RON
1501-2000RON
2001-3000RON
>3000RON
3%
37%
60%
72%
28%
Active
Notworking
RON
Information
sources
12% consider to follow only one celebrity
versus 5% from the online users that read
content from only one source.
Persons that follow celebrities put emphasis
on social status, following besides
Celebrities, most likely professionals.
Inform from
only one
source
Have a main
source, but
inform from other
sources too
Inform from the
beginning from
various sources
23%27%
5%12%
72%61%
38%
PROFESSIONALS
27%
REGULAR PERSONS
88%
CELEBRITIES
regular people’s
followers
all followers
Most likely &
frequently followed
Professionals most likely to be followed
are: medical experts, professionals
working in it/ software/ gaming, working
in media or as journalists.
Medical experts, professionals working in
it/ software/ gaming are more frequently
followed.
All online professional sources they follow
Most frequently followed...
Areas for which they
deliver useful
information…
Fashion is the first topic for which
celebrities deliver useful information.
They are also being followed when
posting content on: food/ recipes,
travelling and health/ nutrition.
They have little influence over content in
areas related to: IT, telecom, gaming,
services, appliances, kids & their
education and even art & culture.
Try new things
Are entertaining
Well informed
Are experts in their domain
They grew through work
and effort
Are funny
Are authentic
Correct informed
Write interesting life stories
Are original
Followed them on TV,
where they said interesting
stuff
Keep me connected with
celebrities' life
Support social causes
Look good, it's a pleasure to
follow them
Promote only the things
they believe in
Trust what they say/ write
Have talent for writing
Have TV shows and in
online they complete the
info from these shows
Follow the latest trends
Frequently test products
and services
Can frequently recommend
products and services
Persons like me
Have a big followers
community
Provide info on their
personal life in online
Have a small, but active
community
Provide info that starts
debates
Provide controversial
information
Offer me content for my
blog/ Facebook page/
etc.
Support developing
online connections
Actively support the
causes I care for
Give me a new
perspective on the
subjects that matter
Help select accurate
daily news
Help me discover info I
can later on share to
others
Help to understand day
to day events
Inform me about my
interests
Support their
professional
development
Support in
understanding how
products work
Encourage their hobbies
Help choose suited
products
Entertain me
Stay updated with their
interests
Inspire to try new things
10%
Politiciens
20%
Radio host
27%
Fashion
designers
31%
Writers
32%
Sportsmen
60%
Actors
62%
TV host
81%
Singers
Radiohost
Fashion
designers
Writers
Sportsmen
14%
Actors 6% 4% 4% 2%
18%
TV host
52%
Singers
12%15%16%16%21%24%24%25%
29%29%32%38%42%45%52%57%
Financial
institutions
Kids &their
education
Art &culture
TelecomGames
€ IT / software
/ programing
TV,
electronics
A B
Medical
services
Fashion
Mobile
phones,
tablets
Food,
recipes
Health/
nutrition
Appliances
Interior
design
Travelling News/
Events
66%
65%
64%
64%
64%
63%
63%
62%
62%
62%
60%
58%
58%
56%
56%
54%
54%
54%
54%
52%
51%
49%
48%
47%
43%
42%
38%
8%
14%
14%
15%
17%
23%
24%
26%
32%
32%
36%
40%
45%
58%
59%
69% 54% 39% 35% 33% 24% 20% 18% 8% 6% 6%
Facebook Blogs Online
newspapers
Online
news
portals
Online
magazines
YouTube Forums Google
plus
PinterestInstagram Twitter
f
NEWS
15%34%24%5%17%5%
ArticlesProduct
comparisons
Comments Discussions
among
followers
VideosPhotos GraphicsQuestionnaires Tests
P2P1
71% 67% 66% 66% 63% 60% 58% 58% 46%
From:
Ask for details from consumer@.ro.starcomworldwide.com

3. Influencers’ Role
by Starcom MediaVest Group and www.manafu.ro
presents
Profile of Online users that follow
mainly professionals
Professionals attract both men and women, with medium-high
education, aged 25-44 or more, with monthly personal income
above average.
Well informed
Correct informed
Are experts in their domain
Try new things
Trust what they say/ write
They grew through work
and effort
Are original
Can frequently recommend
products and services
Are authentic
Promote only the things
they believe in
Follow the latest trends
Frequently test products
and services
Support social causes
Have talent for writing
Write interesting life stories
Have a big followers
community
Persons like me
Followed them on TV, where
they said interesting stuff
Are funny
Have TV shows and in
online they complete the
info from these shows
Gender Education
Working
status
Men
Woman
49%
51%
Marital
status
Kids under
14 y.o. in the
household
Single
Married
Inarelationship
Yes
No
27%
49%
24%
13%
43%
15%
17%
11%
31%
69%
18%
36%
25%
22%
Low
Medium
High
Age
Monthly
personal
income
18-24y.o.
25-34y.o.
35-44y.o.
45-54y.o.
Noownincome
<1500RON
1501-2000RON
2001-3000RON
>3000RON
2%
33%
64%
75%
25%
Active
Notworking
RON
Profile of Online users that follow
mainly Regular people
Regular people’s audience consists of: men and women, with
medium and high education, aged 35+, with no income or average
monthly income, not working, most probably taking care of the kids
in the house.
Gender Education
Working
status
Men
Woman
50%
50%
Marital
status
Kids under
14 y.o. in the
household
Single
Married
Inarelationship
Yes
No
24%
52%
24%
18%
41%
18%
14%
9%
35%
65%
18%
29%
29%
24%
Low
Medium
High
Age
Monthly
personal
income
18-24y.o.
25-34y.o.
35-44y.o.
45-54y.o.
Noownincome
<1500RON
1501-2000RON
2001-3000RON
>3000RON
1%
35%
64%
70%
30%
Active
Notworking
RON
Most likely &
frequently followed
Professionals most likely to be followed
are: medical experts, professionals
working in it/ software/ gaming, working
in media or as journalists.
Medical experts, professionals working in
it/ software/ gaming are more frequently
followed.
Information
sources
Content should be spread among more
online sources, as professionals’ followers
read content from various sources, more
likely also from regular people.
Areas for which they
deliver useful
information…
Although they are active in specific areas,
Professionals can deliver useful
information on other topics too
Reaching out
Frequency
Although professionals are mostly being
followed on: Facebook, blogs and online
newspapers, they have high affinity for
also being followed on: online news
portals, Pinterest, or Twitter.
Type of content
Most useful forms of content provided by
professionals are: articles, product
comparisons and comments. Graphics
can add flavor and make the content even
more useful.
Professionals are being followed
because of: the quality of the
information, being recognized as experts
for their domain, keeping up with the
novelty, having a high credibility level
and becoming an expert though their
own effort. Being on TV helps too.
Following mostly Professionals helps
online users to stay updated with their
interests, be inspired to try new things
and choose better suited products.
Professionals have high affinity for
delivering support for professional
development, actively supporting social
causes and for helping online users
better understand and select daily news.
Regular people
attract followers on…
Regular people benefit from being present
on Facebook and blogs.
Other channels with good affinity that
increase their number of followers are
Instagram and other places, like: google
search, friends, forums.
50%
Blogs
f
online ads
7%
InstagramRadioOther
sources
Printed
Media
67%
Facebook
TV
online
newspaper
/magazine
20%
20%
8% 8% 5%
21%
28%
Businessmen
27%
Management
personnel
32%
Journalists
38%
Media
professionals
56%
Professionals from
IT/ software/
gaming/ etc.
59%
Medical experts
Businessmen Management
personnel
JournalistsMedia
professionals
Professionals from
IT/ software/
gaming/ etc.
Medical experts
All online professional sources they follow
Most frequent professional source they follow
28% 36% 12% 8% 8% 7%
Inform from
only one
source
Have a main
source, but
inform from other
sources too
Inform from the
beginning from
various sources
23%25%
5%4%
72%70%
92%
PROFESSIONALS
29%
REGULAR PERSONS
14%
CELEBRITIES
professionals’
followers
all followers
Health/
nutrition
Travelling
Medical
services
Financial
institutions
Kids &their
education Art &culture Fashion Telecom Games
Mobile
phones,
tablets
Food,
recipes
€
IT / software
/ programing
News/
Events
TV,
electronics
Appliances
Interior
design
A B C
21%23%28%29%29%31%32%35%
36%38%39%41%47%48%48%49%
Areas for which they
deliver useful
information…
In line with the Regular people more likely
to be followed online, areas in which they
deliver useful info are: travelling, food/
recipes, health/ nutrition.
But they could also deliver useful
information about mobile phones/tablets
and fashion.
Topics related to appliances, devices,
news, services (medical, financial) are
less associated with online regular
people’s useful content.
Health/
nutrition
Medical
services
Financial
institutions
Art &culture Telecom Games
Mobile
phones,
tablets
Travelling Food,
recipes
€IT / software
/ programing
News/
Events
TV,
electronics
Appliances
Interior
design
Kids &their
education
A B C
Fashion
Why are they
being followed?
Regular people are being followed
because they are: well informed, give
correct information and try new things.
They are also funny and entertaining.
For 61% it really matters that these
people are people like them, to which
they can relate.
Regular people’s impact is: helping their
followers stay up to date with their
interests, inspire them to try new things
and helping them choose products
suited to their needs.
They also offer relaxing, entertaining
content.
Why are they
being followed?
90%
88%
78%
74%
74%
73%
67%
66%
66%
61%
59%
57%
54%
54%
50%
50%
50%
48%
45%
45%
Stay updated with
their interests
Inspire to try new
things
Help choose suited
products
Support their
professional development
Support in understanding
how products work
Encourage their
hobbies
Inform me about my
interests
Help me discover info I
can later on share to others
Give me a new perspective
on the subjects that matter
Entertain me
Help to understand
day to day events
Help select accurate
daily news
Support developing
online connections
Actively support the
causes I care for
Offer me content for
my blog/ Facebook
page/ etc.
14%
16%
19%
30%
33%
34%
34%
35%
35%
39%
50%
52%
54%
55%
64%
Very important & important reasons
to follow professionals…
Benefits of following
Professionals
Benefits of following
Regular people
Very important & important reasons
to follow Regular people…
Facebook Blogs Online
newspapers
Online
news
portals
Online
magazines
YouTube Forums Google
plus
Pinterest Instagram Twitter
Articles Product
comparisons
Comments Discussions
among
followers
Videos Photos Graphics Questionnaires Tests
f
NEWS
P2P1
66% 62% 41% 41% 39% 34% 33%
9% 8% 8% 6%
Reaching out
Regular people are most influent on:
Facebook, blogs and YouTube, whre they
are being followed daily or almost daily.
They also have high affinity being
followed on: Instagram, Websites or
newsletters.
Facebook Blogs Online
newspapers
Online
news
portals
Online
magazines
YouTube Forums Google
plus
PinterestInstagram Twitter
f
NEWS
9%33%29%8%14%6%
Less
than
weekly
Weekly Every 4-5 days Every
2-3
days
Daily Several
times
/ day
Frequency
Less
than
weekly
Weekly Every
4-5
days
Every
2-3
days
Daily Several
times
/ day
81% 77% 71% 71% 66% 59% 59% 58% 55%
Type of content
Most useful forms of content provided by
online regular people are articles, product
comparisons, comments and discussions
among group members.
Articles Product
comparisons
Comments Discussions
among
followers
Videos Photos QuestionnairesTests
P2P1
Professionals
attract followers on…
Facebook, blogs and Tv help online
professionals become known and
followed.
Other methods with high affinity of
becoming a followed professional are
writing for online newspapers/ magazines
or through online ads.
47%
Blogs
f
online ads 5%
Instagram
Radio Printed
Media
55%
Facebook
45%
TV 30% online
newspaper
/magazine
19%
13% 13%
Information
sources
Content should be spread among more
online sources, as regular people’s followers
read content from various sources, more
likely also from professionals.
Inform from
only one
source
Have a main
source, but
inform from other
sources too
Inform from the
beginning from
various sources
23%15%
5%3%
72%82%
29%
PROFESSIONALS
97%
REGULAR PERSONS
12%
CELEBRITIES
regular people’s
followers
all followers
Most likely &
frequently followed
Regular people more likely to be followed
online are those that write about travelling
and free time, about their life or that are
interested in cooking.
Persons that write about their life or those
that write about travelling and free time
are most frequently followed.
32%
Persons
that write
about their kids
and their
education
29%
Photographers
(profesional
or amateur)
36%
Persons
interested
in lifestyle
and fashion
48%
Persons
interested
in cooking/
recipes
51%
Persons
that write
about their life
51%
Persons
interested
in travelling
and free time
Persons
that write
about their kids
and their
education
Photographers
(profesional
or amateur)
Persons
interested
in lifestyle
and fashion
Persons
interested
in cooking/
recipes
Persons
that write
about their life
Persons
interested
in travelling
and free time
All online professional sources they follow
Most frequent professional source they follow
21% 25% 13% 13% 13% 4%
Well informed
Correct informed
Try new things
Are original
They grew through work
and effort
Trust what they say/ write
Are authentic
Persons like me
Are experts in their domain
Are funny
Promote only the things
they believe in
Write interesting life
stories
Can frequently recommend
products and services
Are entertaining
Frequently test products
and services
Have talent for writing
Follow the latest trends
Have a big followers
community
Support social causes
Keep me connected with
celebrities' life
Stay updated with my
interests
Inspire to try new things
Help choose suited
products
Support in
understanding how
products work
Entertain me
Encourage their
hobbies
Inform me about my
interests
Support their
professional
development
Give me a new perspective
on the subjects that matter
Help me discover info I can
later on share to others
Help to understand day
to day events
Help select accurate
daily news
Support developing
online connections
Offer me content for my
blog/ Facebook page
Actively support the
causes I care for
85%
82%
74%
72%
65%
63%
62%
61%
60%
56%
56%
56%
56%
53%
53%
53%
48%
44%
43%
42% 11%
13%
15%
18%
25%
31%
32%
32%
38%
42%
45%
45%
50%
56%
64%
71% 59% 42% 35% 35% 33% 31% 12%
7% 5% 4%
9%34%24%7%15%11%
Graphics
74% 71% 66% 64% 59% 58% 52% 50% 44%
From:
From:
14%16%16%22%23%23%26%26%
27%29%31%33%36%43%50%51%