Consumers Continue to Seek Influencers Who Keep It Real

Agency Research Highlights Strong Opportunities for Brands Through Relatable, Educational and Entertaining Creator Content

New data released by Matter Communications reveals consumers are making purchase decisions based on relatable, authentic influencer content. (Photo: Business Wire)

BOSTON--()--New data released by Matter Communications – a Brand Elevation Agency that integrates PR, marketing and creative to tell clients’ unique stories and drive business results – reveals consumers are making purchase decisions based on influencer content. The data shows 81% of respondents have either researched, purchased or considered purchasing a product or service after seeing friends, family or influencers post about it.

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.

Consumers Want Real

69% of respondents are likely to trust a friend, family member or influencer recommendation over information coming directly from a brand. Consumers want authenticity from the influencers they follow, gravitating toward those that create relatable, original content or provide credible expertise.

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%)

Only 11% of consumers prefer celebrity influencers – a notable reduction from Matter’s 2020 Influencer Survey (17-22%). And when asked what the most important attribute was when learning about a company, product or brand, consumers’ top choice was authenticity (39%).

“Collaborating with the right influencers is the difference between a good campaign and a great campaign,” said Mandy Mladenoff, President of Matter. “Combining AI and data-driven technology with the deep experience of our influencer team, we can quickly identify and build real relationships with the influencers who most genuinely capture clients’ core campaign needs.”

Edutainment Content Is on the Rise

Consumers’ favorite types of influencer content to engage with are:

  • How-to content, such as recipes, tutorials or step-by-step instructions (42%)
  • Stories with short bits of information with video and/or photos (35%)
  • Photo- or image-based posts with information in captions (33%)

Additionally, YouTube was respondents’ number one choice (36%) when asked what platform they find the most authentic/beneficial content from influencers.

Consumers Hunger for Food, Wellness and Beauty Content

Consumers are both most interested in seeing and most likely to act on (purchase, research, spread the word or consider) influencer content about:

  • Food and beverage (59%/52%)
  • Health and wellness (43%/38%)
  • Beauty and personal care (42%/36%)

In comparison to the 2020 influencer survey results, the new research shows that while food and beverage and health and wellness remain the most popular influencer content categories, beauty and personal care replaced personal technology for the number three spot.

Additionally, 63% of consumers have noticed an increase in sponsored content from influencers on social media in the past year.

“With more sponsored content hitting consumers’ social feeds and a transition of consumers now seeking real value from the influencers they follow, it’s important for brands to share content in a way that resonates, feels authentic and maps to the type of content consumers prefer – quick, snackable information that lets your audience walk away with new tips or knowledge,” continued Mladenoff.

For nearly two decades, Matter has driven results for brands looking to tap influencers and extend their reach to consumers. The agency’s influencer programs are custom-built and scalable based on budget and business needs.

Additional Resource

With over 250 professionals across offices in Boston and Newburyport, MA, Providence, RI, Rochester, NY, Pittsburgh, PA, Dallas, TX, Denver, CO, and Portland, OR, Matter is one of the fastest-growing PR, marketing and creative firms in the country. Matter has won 14 “Agency of the Year” accolades and has been consistently recognized as a top place to work.

About Matter Communications

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. For more information, visit


Greg Amaral

Release Summary

New data from Matter reveals consumers prefer relatable, authentic influencer content on social media, and it's impacting purchase decisions.


Greg Amaral