In the Internet age there is a word that has become fashionable. It is the term influencer. Brands are trying to understand how this new landscape works and are trying to understand what really connects with consumers and thus changing their consumption habits. The network has changed the relationship between each other and made that things are slightly different. If consumers before they ignored what they said and wanted the famous consume the same things they highlighted, now the balance of what matters and what matters is slightly different. Each time the opinion of the people on the street and increasingly consumers expect much more directly connect with their prescribes form is more valued. Internet has upset the balance and changed the rules of the game.

Therefore, consumers are now wary of people and completely different characters that happened years and decades ago. Maybe in 20 or 30 years, for example, changes of hairstyle new and emerging stars of the equally new and emerging film industry that everyone should do seek to copy. Now, the effect movie stars is more limited and although still mark many consumer habits, consumers no longer quickly with lipstick advertising in that magazine, or branded coffee it serves as embassy. Consumers have a much less blind faith. Who are now influential decision makers that make us change your mind? And above all, what relationship or not between influence and trust?

Both a concept as another have evolved and changed. As you trust and who trusts have been changing over the years and have been, above all, changing its main support. As reflected in SocialTimes following an analysis of Kissmetrics, in the era of social media influence has become a rising value and one that makes pursuing with great enthusiasm. On the one hand, consumers expect and want solid and reliable brands and their influencers header content. Furthermore, buyers have begun to rely more from the influencers that own brands. Citizens increasingly rely brands and their messages and make it increasingly instead of what they say their ‘influencers’ header.

But who are these influencers and who really trust?

The truth is that not occupy prominent positions in the list of the most reliable brands and their representatives. Those who have become the most reliable characters and therefore they have more influenza on consumption decisions are technical experts, academics and experts, a consequence of the boom resulting network, the ‘equal’. People who are like yourself have become directly someone you trust. And although it begins to rely more on managers of companies in the past, they still have an approval rating below 50%.

The others, which are like yourself, are not just a figure that is increasingly reliable but also one that is more proactive when talking about consumer products. 59% say they have recommended a company to a colleague or friend in the last twelve months. 75% said that the recommendations of others helped make consumer decisions.

Do not believe anything

Moreover, today’s world is a fairly distrustful world, as evidenced by the successive reports that have analyzed over recent times how have evolved confidence indices. Increasingly we distrusted over things and messages.

According to the study, each time there is less reliance on traditional formats. Thus, publications (media, in the end, always) have lost weight in the list of items in which you trust, making way for newcomers and technological tools. Consumers and rely more on search engines than traditional media, while they are relying increasingly on media that publish only online (rather than more in those headers coming from the paper). Social networks are also gaining in confidence.