British researchers have discovered something very important for the influencer market. We know, it sounds like the beginning of a bad joke – we promise it’s not.

We have good news for everyone (except for traditional marketing channels). The study has unveiled that influencer-promoted ads are 227% more emotionally intense than those played on TV. Moreover, they are also 87% more memorable.

We’re obviously very glad, since 2Performant is a big fan of creative people that choose to produce their own content. By the way, you can read Claudia Marin’s story here, in order to understand our sympathy.

Still, after looking at the numbers, we couldn’t help but wonder: how come?

Let’s discover together how influencer marketing has managed to revitalize the relationship between producer and consumer, using one basic human principle: connection.

One-to-one relationship

We challenge you to a short imagination exercise. Who would you trust more – Gal Gadot, in a proper TV commercial, or your friend? Refrain from answering if you’re friends with Gal Gadot.

The answer probably skews more towards the second option. It’s normal to feel like you can trust someone you know personally more. And this is precisely where the secret to a great influencer lies.

Whether we speak of micro-influencers or industry giants, these people are doing something that is not possible on TV or radio: they actually have a personal relationship with the audience.

Regardless of the communication channel (comment discussions, contests or direct messages), it’s important that people know they are part of the conversation and not just mere listeners.

Freedom in expressing yourself

There are few things as annoying as an overly-produced commercial. Surely you know them, too – the ones where a woman with no leg hair is shaving or the ones where the perfect family wears the perfect clothes.

The big advantage for online platforms is that no one can make you become someone you’re not. Content creators have the freedom to produce unique posts, be them funny or emotional. They are often memorable because of their originality.

This communication authenticity brings the consumer even closer to the influencer. If you’re going to create an ad, why not make it valuable for the audience?

Make them cry, laugh or shocked, but don’t sell them anything! 🙂

“People don’t like to be sold, but they love to buy.” – Jeffrey Gitomer


(Common) stories

Ad or not, it’s reassuring when someone empathizes with you. When you share common life stories, when they’ve been through the same growth stages as you have, communication becomes easier, instantly.

This is what good content creators do: they tell you their life stories, they share experiences and thoughts with you. Therefore, it’s easier for you to feel connected to them. By the same token, their recommendations will have a greater impact on you. Exactly 277% more, to be precise.

It’s better to have others talk about you

You believe more about someone’s qualities when you hear of them from a third party.

The same rule applies to brands: it’s all fine and dandy to promote yourself, but it’s even better when someone else does it.

The reason why influencer-made ads have more impact is because they’re not strictly related to the product or company. It’s actually about how the product/service has found its place in the life of the person promoting it.

These are just some of the reasons why influencer marketing is superior to the traditional one. Things make sense to us, so we’re agreeing with those British researchers. For more materials on this subject, maybe click here!


2Performant marketplace is dedicated to influencers and how they make content – simpler, more efficient, more original. This section of the platform allows brands to easily create influencer campaigns. For more details, visit this page dedicated to influencers.

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