The Humdrum Habits of Digital ‘Influencers’

A new report from JupiterResearch upends some conventional wisdom about reaching “influencers” online with the finding that these individuals don’t necessarily dig on social media — at least for research.

As Jupiter analyst Emily Riley put it in a statement: “Although a high level of online activity may suggest the influential brand advocates would respond to social marketing tactics, they are actually more traditional in their manner of research.” The report finds influencers are more likely to read a blog than write one, and more likely to seek value and reliability than whatever’s hot this season.

In other words, the much-hyped influencer persona is above all things practical, skeptical and unmoved by social marketing. (release)

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