Just 11% Prefer Celebrity Influencers, Matter’s 2023 Survey Finds

Matter is a Brand Elevation Agency that integrates PR, marketing and creative services into content-rich campaigns that inspire action and build value.

Founded in 2003, with eight offices spanning North America, Matter works with the world’s most innovative companies across healthcare, high-technology, consumer technology, professional services and consumer markets. Matter surveyed more than 1,000 U.S.

consumers to uncover how social media consumption, influencer perceptions and purchasing habits have evolved in the past year. 69% of respondents are likely to trust a friend, family member or influencer recommendation over information coming directly from a brand.

Consumers Want Real Influencers The types of influencer personalities consumers find most appealing when deciding to follow on social media are: Relatable personalities (61%) Expert personalities (43%) Just-for-fun personalities (32%) Aspirational personalities (28%) “Collaborating with the right influencers is the difference between a good campaign and a great campaign,” said Mandy Mladenoff, President of Matter…