Whalar has unveiled its release of the world’s first neuroscience study on influencers: ‘The Science of Influencers’. This study uncovers the true power of influencers by answering the question, 'why do influencers work'? Included in the report are some startling comparisons of the emotions evoked and memories created by influencer ads as compared with TV, Facebook and YouTube ads, and the priming effect of influencer ads on TV, Facebook and YouTube ads.
Shazia Ginai, CEO, Neuro-Insight, comments: ‘’At Neuro-Insight we use Steady State Topography to measure real-time responses to content. It’s a unique approach that allows us to generate truly robust, subconscious insights. We are positioned as revolutionary, best in class neuromarketers, so working alongside a really innovative organisation such as Whalar was a natural fit. Influencers are growing incredibly quickly, and Whalar recognised the need to not only understand what is driving this and how it can benefit brands, but also the huge merit in looking beyond conscious responses. We’re thrilled to have partnered with them on such ground breaking work.’’
The study found that when compared to TV adverts, influencer content is 277% more emotionally intense, and 87% more memorable. When compared to Facebook adverts, influencer content is 64% more emotionally intense, and 182% more memorable. When compared to YouTube ads, influencer content is 28% more emotionally intense, and 73% more memorable.
Moreover, if consumers are exposed to an influencer ad before the TV, Facebook or YouTube ad from the same campaign, they are 58% more likely to feel positive towards the TV or Facebook ad and 47% more likely to remember it.
These results are a stunning affirmation of the power of influencer marketing, and for Whalar’s approach to creativity in influencers in particular. As research from Nielsen, Binet & Field and Unruly has consistently proven, emotions evoked and memory created by advertising are key drivers of sales. For Whalar’s influencers to perform so much more strongly than TV, Facebook and YouTube on these key metrics is startling.
‘’Furthermore, the priming effect of influencers on TV, Facebook and YouTube is huge. Without first being primed by influencers, responses to TV, Facebook and YouTube ads were generally negative, and after being primed by influencers they were positive. This is a massive shift, indicative that influencers should play a pivotal role in campaign strategy and media mix," says Ian Forrester, SVP, research and analytics, Whalar.
You can read the full report here