How Influential Are Influencers?
By Anna Johnson on October 31st, 2008A study by Rubicon Consulting indicates that 80 to 90 percent of user-generated content on social media sites is produced by less than approximately 10 percent of users.
At the same time, Rubicon has found that online reviews are second only to personal advice in terms of influencing people’s purchase decisions. They are more persuasive than newspaper articles, reviews by website editors, or advice from store employees.
On that basis, Rubicon deems that the small number of online content producers – more precisely, reviewers – are actually highly influential in terms of driving the buying decisions of much larger groups.
Something to think about when targeting your marketing efforts…
