But for consideration and for purchase, brands should turn to passionate subject matter experts, especially those with loyal and engaged fan bases. Consider 22-year-old Victoria, who said she’d rather take advice from an Asian beauty blogger “because their eye shape is similar to mine. Just because Chrissy Teigen or Beyonce is wearing it, that’s not the eyeliner I’m going to buy.”
So what makes influencers valuable to a brand? Velocity found that people say they gravitate toward influencers who aren’t afraid of being disliked for who they are (75%), speak from the heart (73%), and share beliefs they’re passionate about (71%).
Another important factor, of course, is popularity in the digital landscape. Younger audiences are most motivated to pay attention to entertaining influencers (85%), but inspiration comes in close at second place: A third of respondents said famous people push them to improve, teach them things, and champion causes they find important.