Various studies have demonstrated that influencer marketing via well-known (celebrity) faces, for example, is far less likely to lead to the purchase of the product being advertised than a recommendation from a friend. Sample scenario: Joe Bloggs is a tea lover who is very savvy when it comes to buying tea, as his friends are well aware. He posts comments on his FB page about his experiences with new types of tea/tea suppliers and shares them with his friends and followers. The likelihood of his friends and followers exploring the content is far higher because he comes across as being authentic and posts information about a topic (tea) he knows a lot about, unlike many a celebrity.
A study by Markerly also shows that Instagrammers with fewer than 1,000 followers have an average “like” rate of around eight percent. However, when the number of followers increases to between 1,000 and 10,000, the “like” rate falls to around four percent. As the number of followers continues to rise, the “like” rate falls even further to 2.4% for follower numbers in the range of 10,000 to 100,000 and 1.7% for follower numbers in excess of 100,000. Thereafter the “like” rate stagnates, as demonstrated by the study. An examination of comment rates also produced similar results.