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April 14, 2011 by sherrilynne 8 Comments

Bloggers are more influential than celebrities

Image representing BlogHer as depicted in Crun...
Image via CrunchBase

According to a new study from BlogHer, the community for women online, people are now more influenced by the opinion of a blogger than a celebrity when it comes to learning more about products or making a purchase.

The BlogHer 2011 Social Media Matters Study, co-sponsored by PR firm Ketchum, also shows that 78% of the female adult online population are active social media users and nearly twice as many (20%) are motivated to consider products promoted by or with a blogger they know, than by promotions featuring a celebrity (13%).

The study was conducted to gather insights on current social media trends among women, both in the US general online population and members of the BlogHer community. It showed that blogs are playing an increasingly influential role in people’s purchasing decisions:

  • Blog opinions matter: 53% of women blog readers have purchased a product based on a blog recommendation. That number soars to 80% of the BlogHer population.
  • The top reason the general population trusts blog advice is because of their satisfaction with past purchases based on blog recommendations.
  • The top three types of products that the general population seeks reviews and recommendations for on blogs are consumer electronics (35%), computer hardware/software (33%) and movies (33%). Among the BlogHer community, the priorities shift to food/beverage (67%) and clothing/shoes (67%), with movies coming in third at 62%.
  • Almost half (47%) of blog readers tap into blogs for finding new trends or ideas, 35% for finding out about new products, and one in four for help with making a purchasing decision.

In addition, the study found that women see social networking as a way to preserve connections with family and friends. Specific findings include:

  • Blog usage and Facebook usage continue to grow at an equal and modest rate year over year with women (10%).
  • Tech love is all about connecting: 58% of women spend more or about the same time with their friends online as they do offline, yet only 5% feel that social impact has had a negative effect.
  • When asked why technology makes women feel hopeful about the future, the top answer (67%) was that social media makes it easier to stay in touch with family and friends.

My take? These findings demonstrate why slapping up a Facebook page and spamming it with sales messages is a strategy doomed to failure for brands and businesses. Marketers should see social media as an opportunity for two-way conversation and to build relationships with REAL influencers.

Related posts:

  • Happy 5th blog birthday to me!
  • Facebook ain’t all that
  • Professional blogging for dummies

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Filed Under: Featured, Headline, Marketing, Social Media Tagged With: blog, Blogging, BlogHer, Facebook, Ketchum, Social Media

Comments

  1. Celeb Gossip Here! says

    October 26, 2011 at 21:32

    Just wondering – how much credibility do you give celebrity gossip/rumors/information you read on various websites/blogs on the net? In the past month alone I’ve read that my fave actor is gay/straight/married/divorced/engaged!!;)
    |what is the robot on msn that gives you celeb gossip, i had it a bit a go but deleted it and know i’ve forgot what it’s called. please help.
    |Are there any good websites where you can receive like a newsletter about all the latest celeb gossip without having to become a member?

    http://celebgossiphere.blogspot.com

    What TV shows (I’ve got normal cable) are good for this?
    Anything on facebook that keeps you in the know?

    And anything else on, how to be caught up with the celeb and hollywood gossip would be much appreciated! Thanks very much!!
    |I have some “celeb gossip” that’s 100% real, I know a friend of a celebrity. Does anyone know any sites or magazines that would pay me for the tip? I checked TMZ, doesn’t look like they pay.
    i barely know the person, and she told a lot of people, so it doesn’t matter.
    |besides from Chris Brown

    I want to do a video on youtube and i need some goss to talk about
    thanks in advance
    |Something interesting you heard today or yesterday or whenever that’s intersting! Anything if this makes sense! Maybe some funny jokes or things idk! A new show on. I wanna know stuff I always learn new things but suprisingly not today :p
    |i used to go to perez but he sucks so i need a new on to go to.One that is super up to date (cuz we know perez never is…)

    What one is the best?
    |I love reading Hollywood gossip sites but so many are full of pop ups etc….which are the good ones that you recommend?
    |I can’t suscribe to magazines and I used to read stuff @ the grocery store when i went with my mom and i was bored but i stopped going with her…are there any sites that tell you everything? i mean, i just heard about the chris brown/rihanna thing about a week or 2 ago, i’m so behind!
    |I also lk quizzes. and not too much advertisement. im 13 almost 14.
    }

Trackbacks

  1. broadstuff says:
    April 19, 2011 at 15:32

    Bloggers more influential than celebrities…

    Study from BlogHer – the BlogHer 2011 Social Media Matters Study – (as reported by Sherilynne Starkie) The study was conducted to gather insights on current social media trends among women, both in the US general online population and members of the Bl…

  2. Kristian's blog : Bloggers more influential than celebs says:
    April 19, 2011 at 18:15

    […] a new study out from BlogHer – the Blog Her Social Media Matters Study (as reported by Sherilynne Starkey) The study was conducted to gather insights on current social media trends among […]

  3. Facebook competition: win a holiday! | Sherrilynne Starkie says:
    June 20, 2011 at 06:53

    […] Bloggers are more influential than celebrities […]

  4. - Porter Novelli Australia says:
    June 23, 2011 at 23:53

    […] becoming common talk in the US that consumers are more influenced by the opinion of a blogger than a celebrity when it comes to learning more about products or […]

  5. My social capital in Ottawa | Sherrilynne Starkie says:
    July 30, 2011 at 09:15

    […] Bloggers are more influential than celebrities […]

  6. Podcast: SL’s PR top 5 | Sherrilynne Starkie says:
    November 15, 2011 at 08:52

    […] Bloggers are more influential than celebrities. […]

  7. SL’s top posts 2011 | Sherrilynne Starkie says:
    December 27, 2011 at 20:19

    […] Bloggers are more influential than celebrities […]

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