A new study released Monday from global influencer marketing platform SocialPubli.com found that, among micro-influencers, or those with between 10,000 and 500,000 followers, 86% have purchased a specific style of apparel or fashion accessory after first seeing a fellow influencer wearing it.
For these influencers, social media is also a major source of discovery for trends. Sixty-nine percent said they find most of their trend inspiration on social media, followed by brands (12%), traditional media like TV shows and magazines (10%), websites (5%), and friends and family (4%).
And Instagram is their choice social media platform. Around 87 percent said Instagram is their go-to, followed by Pinterest, 21 Buttons, YouTube, Facebook, Twitter and Snapchat. Forty-two percent of micro-influencers are already making purchases through Instagram.
“Social media’s impact in informing what and how we shop is undeniable, and as more consumers migrate into native mobile channels, it is only natural that this influence will continue to become increasingly pronounced. There is no other industry where this is more evident and palpable than in the fashion industry, and influencers are at the forefront of this movement,” said Ismael El-Qudsi, CEO of SocialPubli.com. — Katie Richards