This is what Hungarian users think about Hungarian influencers
| Kinga Lipusz
This is the final part of our study about influencer marketing, in which we used a survey to find out what associacions and explicit opinion Hungarian internet users have. Also, we were curious about which Hungarian influencer campaign were the most memorable. Opinion leaders got rather harsh critics from the respondents. It seems they must set the bar higher, than sharing promotional posts by taking selfies with the promoted product, otherwise they will found themselves on the same shelf as topshop salesperson in the eyes of the internet users.
The survey consisted of 3 open-ended questions, therefore we hoped that the responders answers will be more accurate and genuine. 33 reponses arrived and they were analysed by Zurvey, our automated text analysis tool. Because of the low number of students, the results give us a broad insight into the general attitude about influencer marketing, therefore are not representative, and we will not draw strong conclusions. Here are the general image in numbers.
A classic influencer is a young, unauthentic instagrammer?
In the first question of the survey (What are the those 3 words that pop up in your mind in connection with influencer marketing?), we were curious about what associations people have that are related to influencer marketing. The overview turned out to be surprisingly negative: 42,4% had negative expressions in their mind, 45,5% had neutral and only 12% had positive associations. What were the common denominators or topics?
Influencer marketing is related to Instagram, the youth (kor 'age' on the list) and authenticity, but in a negative, reverse way. According to the respondents, the paid, sponsored posts are rather unauthentic and lack quality. It seems that the internet users are sensitive to contents which misuse their trust. Besides, the respondents emphasises the aggressiveness and uneffectiveness of influencer marketing as further negative aspects.
Among the key topics there are mostly neutral expressions. Influencer marketing is also about advertisements, YouTube, fashion, sponsorship, celebrities, according to our respondents. The only positive aspect mentioned in the responses is cost: the internet users think of influencer marketing as a advertising opportinity, almost free commercial.
So, there seems to be two types of attitudes. One of them is the professional side, in which view influencer marketing is a good commercial tool, available to companies at a relatively low price. It can be really effective in conveying the brand's message, if the influencer is authentic in the eyes of the brand's followers and consumers. It may sound self-evident, yet this requirement doesn't always get realized, and this is the main cause of the harsh critics of internet users towards the whole influencer topic. Thus, it seems that celebrities of instagram and the companies who hire them must consider and take this in account when they plan to cooperate, because meaningless and elusive campaigns are harmful for the assessment of the brand (the promoted product) and for the online reputation of the influencer as well.
Influencer campaign vs topshop commercial - what makes the difference?
To the second question of the survey (What do you think about influencers and opinion leaders?) we expected longer answers from the respondents. One third of the replies were positive, one third were negativ and one third were neutral, but among the key topics 3 negative and only 1 positive labels appeared beside the neutral ones.
The critics are the same: influencers are not authentic enough, not professional enough, and only create contents about their consumer habits (aka promotion of the "used" product). Thus, the contents are not really different from pure topshop commercials, the are equally annoying. Those who take the time and intend to create more personal, genuine and quality content, they reserve a place in their followers heart.
The positive contents highlight the cost-effective, the effective brand-building and commercial potential in connection with influencers, though almost every positive answer mentions that this advantages cannot be realized because of the unauthentic, paid contents. Beyond that it is the influencers responsibility to prove that their name is not sales, and money is not the most important factor when the consider to promote a product, but they have a standard of quality that should be always achieved.
What are the best known Hungarian influencer campaigns?
Among the 33 respondents, the best known Hungarian influencer was Regina Dukai (6 mentions), but Péter Dancsó (4), Tibi Kasza (3), Fruzsi Viszkok (3) were mentioned often, too. Among the brands who have already cooperated with influencers in a campaign Fanta (2), Coca-Cola (2), Lays (2) and Huawei (2) were the most frequently mentioned.
All in all, our three-part study about Hungarian influencers showed that the attitude towards influencers is rather ambivalent. A successful campaign is first and foremost genuine and authentic, this is the key of its "lovableness". If this criteria is fulfilled, it is more likely that the other advantages (greater availability of the target group, the message is more effectively conveyed, more PR appearances, greater brand awareness achieved) are exploited. Otherwise they are not, especially if opinion leaders spam their followers' newsfeed with irrelevant, meaningless paid advertisements - if they do so, they risk losing their followers.