Lose influencers: in importance on the inside?
A study by Saldi Privat on the influence of social media on buying behavior in the fashion segment shows that influencers are increasingly losing relevance for consumers inside for consumers. Although 79 percent of the respondents use their Instagram feed to be inspired fashionably, and 65 percent are based directly on brand profiles, but only seven percent follow the recommendations of large influencers.
The results come from a survey by Saldi Privati, a platform for Flash Sales. Around 4,500 of the over 2.6 million registered users were interviewed. Saldi Privati belongs to the listed French showroom privé group with locations in France, Italy, Portugal, Belgium, Spain, Morocco and the Netherlands.
Only a small part of the respondents follow influencers and celebrities to discover new brands
According to the survey, Instagram is the most important social media platform when it comes to fashion and shopping. 79 percent of the respondents use Instagram for inspiration to pursue fashion trends and discover products. This is followed by Facebook with 49 percent, Tikok with 23 percent, Pinterest with 19 percent, YouTube with 14 percent and Snapchat with one percent.
Social media are primarily used to find offers and bargains. This indicated 47 percent of those surveyed. For 26 percent, they serve to find out more about new collections and trends. 17 percent are inspired by different cultural influences. Only eight percent follow influencers: inside or celebrities to get to know new products or brands. Eleven percent have already bought directly via Instagram or Tiktok. However, the majority use social networks for information and inspiration. It is then usually bought via other channels.
Saldi Privati emphasizes that social media democratized fashion, multiplied trends and made access to inspiration easier. Nevertheless, they would have no significant influence on the buying behavior of the respondents, at least according to their own assessment. Consumers form their opinion, among other things, through reviews, comments, stories and reels. Only then do you make your purchase decision and have the feeling that you act independently.
54 percent state to make their decisions regardless of social media. 36 percent use social networks for orientation, but consider themselves unaffected. Only ten percent say that they are influenced in their fashion behavior by what they see on platforms such as Instagram or Tiktok.
Trust and personal recommendations are becoming more important
For many influencers: inside it becomes more difficult to convert reach into actual influence. 65 percent of those surveyed prefer to follow the channels of their preferred brands to find inspiration. Only seven percent are based on celebrities and also only eight percent on micro-influencers: inside, especially on Tiktok.
Another result of the survey is that 34 percent of users rather trust recommendations from their personal environment. What is meant are advice from friends, family or like -minded people. The image of a more critical and more conscious consumption is further supported. The respondents focus more on their actual needs and are less guided by well-known influencers or tictok stars with high ranges.
According to Mario Rimini, Managing Director Italy from Saldi Privati, social media have fundamentally changed the fashion system. They offer a variety of trends, recommendations, offers and impress. But consumers are increasingly reflecting with these content. They specifically inform themselves, compare products and prices and make self -determined purchase decisions.
Much of the respondents are also aware of the staging on social media. 45 percent state that Instagram use it as a source of inspiration, but knowing that the content shown there does not meet reality. 43 percent even find Instagram as potentially negative because it triggers frustration with them. Only twelve percent see the platform as a creative space that promotes personal expressiveness.
This article was used with digital tools translated.
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