The influencer industry has developed more and more in Romania in recent years, becoming a benchmark for every brand or company in digital marketing.
In the latest study by research agency iSense Solutions, “iSense Influencer Effect”, we asked young people (18-40 years old) about the influencers they know. I asked them to spontaneously mention the names that first come to mind when they think of influencers, then from a predefined list, they chose everyone they know, at least by name.
Asked spontaneously which influencers they know, young people mentioned Selly first, with a total of 21% (a significantly higher percentage among 18-25 year olds (33%)) and Dorian Popa (21%), then Alina Ceușan (12%), Carmen Grebenișan (7%) and Adelina Pestrițu (3%).
“The top of spontaneous mentions reflects the recognition and preferences of young people for influencers in Romania. Through study
> we identified how well the influencers are connected with their audience and how they are perceived by the younger generation”, declares Andrei CandaManaging Partner iSense Solutions.
The top regarding the assisted notoriety of influencers shows some differences compared to spontaneous notoriety: Smiley (85%) is in first place, followed by Dorian Popa (76%), Selly (73%), Andra Măruță (73%) and Mircea Bravo (72 %).
We notice that in the perception of young people, spontaneously, artists are not included in the category of influencers, even if some artist names have a very high assisted notoriety.
The role of influencers in short video platforms
Short video platforms have democratized content creation, allowing anyone to become a viral content creator, especially influencers.
They use short video formats to create varied and engaging content that can capture and retain the attention of their communities.
Whether it’s promoting a product, interacting with fans, or sharing moments from their lives, short videos offer an efficient and flexible way to communicate powerful messages in a very short amount of time. This versatility makes short video formats an essential tool in any influencer’s content strategy.
In 2024 the incidence of using these formats is high: Facebook Reels 80%, Instagram Reels 66%, YouTube Short 69% and TikTok 50%.
When asked how many times a day they access the platforms that have short video format, young people stated that they access TikTok approximately 3.9 times/day and spend around 66 minutes per day, on Facebook Reels they access an average of 3.5 times/day and spend about 53 minutes, on Instagram Reels on average 3.4 times/day and spend on average 50 minutes, while on YouTube Short they enter about 2.7 times/day and spend around 42 minutes.
The reasons why they prefer Instagram Reels and TikTok are: finding relevant content (68% for Instagram Reels and 55% for TikTok), quality of content (53% for Instagram Reels and 38% for TikTok), accessibility in the app (51% Instagram Reels and 65% TikTok), the content posted by the influencers they follow (48% Instagram Reels and 36% TikTok), the algorithm understands their preferences (48% Instagram Reels and 49% TikTok), the content posted by the brands they follow (41% Instagram Reels and 20% TikTok), access to videos available on other platforms (34% Instagram Reels and 32% TikTok), content can be shared very easily with friends (33% for Instagram Reels and 48% TikTok).
The data is part of the study “iSense Influencer Effect 2024” ANDand are representative of the urban population aged between 18-40 years. The information was collected in April 2024 on a sample of 400 respondents from the Sense Panels online panel, owned by iSense Solutions.
iSense Solutions – The Modern Consumer Company – uses the most innovative methods of exploration and analysis of the modern consumer. Founded in 2014, the company offers full market research services and brings a mix of innovation and efficiency to clients.
Source: www.iqads.ro
