Content Creators/Influencers Research

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Content Creators/Influencers Research

Key Takeaways

  • Influencers and content creators using social media platforms are some of the most significant drivers of traffic to websites.
  • The growth of platforms such as TikTok and the vast volumes of viewers and users globally make them an important to marketers looking for increased exposure and visibility.
  • Some shortcomings of influencer marketing include a lack of trust in influencers, after some reports of dishonest behavior and practices.


  • Research looks at influencers and content creators and their ability to driver website traffic.
  • Data availability issues meant that there was not significant amounts of quantifiable statistics which could be used regarding driving traffic specifically through media websites. Therefore, this analysis considers driving traffic to websites more generally.

Arguments For Content Creators and Influencers

  • Social media platforms, including those such as Instagram and YouTube were found to be responsible for 31% of all referral traffic. Marketers leverage the benefits of content and influencers on these platforms in order to run structured and innovative campaigns in order to drive traffic through their websites and increase their profile and visibility.
  • Instagram Posts, Instagram Stories, Instagram Videos and YouTube Videos are the four most effective content formats for influencer marketing. These formats have features such as the ability to attach links directly into bios or comments, and have proved so popular that in 2020, 80% of brands used Instagram for influencer led marketing campaigns.
  • All most nine out of ten (87%) marketers quizzed in a study by industry experts the Social Media Examiner claimed increasing website traffic is one of the main benefits of social media and influencer led marketing. It was the second most popular benefit, after brand exposure, and well ahead of lead generation.
  • Consumers increasingly prefer social media platforms, including Facebook, Twitter, Instagram and others for customer service and care. Customers trust influencer content and recommendations ahead of a brand, and the ability engage and directly interact with influencers is a powerful tool which can be used by marketers for brand exposure and to drive web traffic and sales.

Arguments Against Content Creators and Influencers

  • Recent research has uncovered the fact that search engine Google drives 8 times more website traffic than all social media networks combined, including those popular with content creators and influencers, such as YouTube and Instagram. Analysis performed in 2020, which studied 3.25 billion website visits to discover which were the main traffic websites, and how different industries relied on them found that google drove overwhelmingly more traffic through websites. The results were somewhat nuanced, with different industries relying more heavily on google than others. Over 90% of all searches happen on Google and special features such as Adwords play a crucial and significant role in maintaining Google's position and driving traffic to all websites.
  • Content creators, influencers and social media are some of the most used channels by marketers for driving traffic to websites in general. The growth of these platforms, their exposure and significant visibility, as well as advanced features such as clickable links which make for a simplified customer experience mean they are powerful tools which provide significant benefits.
  • It is also worth mentioning however, that there are some shortcomings in influencer led marketing. Google and other search engines are far more popular and effective tools for driving traffic through websites, and therefore a multi-channel marketing approach may be the best option depending on industry.

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