gen.video and Geometry Global Unveil Research Finding Video as Most Influential Content Format Across Social Platforms

ANAHEIM, CA--(Marketwired - June 22, 2017) - Today at VidCon, gen.video, an influencer marketing platform with a specialty in ecommerce, and Geometry Global, award-winning shopper marketing and brand activation agency network, announced new research entitled: "The Influence of Influencers." According to the study, 90 percent of social media users are influenced to make a purchase after seeing content on social media and is most effective in consumer electronics, fashion, food/beverage, health/beauty and travel.

The Influence of Influencers research provides brand marketers with critical insight into what content formats have the greatest impact on driving sales and platform preferences of shoppers.

"The way we shop and buy goods has experienced a seismic shift due to the Internet and the power of social media," said Jessica Thorpe, president of gen.video. "The intersection of influencer marketing and video are reshaping the landscape for brands and retailers. Alone the tactics are powerful. Together they are unstoppable at influencing the shopper journey."

Key findings according to the research:

Influencers Impacting Sales:

• Nine-out-of-10 respondents were influenced to make a purchase after seeing content on social media.
• One-third (33 percent) of respondents said social media influencers are their most trusted sources for shopping. Nearly doubling friends/family (17 percent) and more than brands/manufacturers and stores combined (30 percent). In addition, social media influencers are trusted nearly 7X more than celebrities.
• Shoppers are also reliant on social media and influencers for information, as 84 percent of respondents agree, "It is important to hear about the experiences of others before I buy a product," while 77 percent responded, "Social media is my main source of inspiration for the products I buy" and "I trust the information other consumers provide on social media."

The Importance of Video:

• Video is the most effective influencer content at driving sales.
• More than 75 percent of respondents believe video is more 'enjoyable, relevant, believable and credible' than other type of content.
• Video is also nearly twice as effective in driving sales, especially at Amazon and Walmart, and in categories including electronics, fashion, food/beverage, health and beauty, and travel.

Influence on Shoppers:

• Consumers of influencer video are influencers themselves. Sixty-one percent share, like or click video content at least once per day vs. 37 percent of other shoppers.
• Nearly a quarter (23 percent) of respondents watch influencer video to completion "no matter what."
• Surprisingly, 79 percent of respondents are "willing to spend more on a product after watching a social media video."

"Influencer marketing and video content are playing a growing role in shopper marketing and retail," said Tish Vallés, EVP and head of strategy at Geometry Global -- Akron. "This new research shares insights on how to best leverage influencer content to engage shoppers in their socially influenced purchase journeys to drive greater sales."

Based on a broad survey of more than 1,000 shoppers, gen.video and Geometry Global's research used traditional survey techniques and advance facial coding technology to observe respondents as they watched different types of influencer videos, including reviews, lifestyle and charitable, to measure impact, brand engagement, and purchase intent.

Later this morning at VidCon, the world's largest online video conference for fans, creatives, and industry professionals, gen.video's Thorpe and Geometry Global's Vallés, will present the research on the Industry Keynote Stage during their session: Research Debut: Just How Effective Are Influencers in Driving Sales.

"The Influence of Influencers" is available for download here.

About gen.video
gen.video is a turnkey solution that combines a best-in-class technology platform to identify and collaborate with influencers across social media platforms and unique ecommerce distribution network. Our point of difference is our ability to bridge the gap between social media and ecommerce to drive brand awareness/engagement and retail traffic and increased sales.

About Geometry Global
Geometry Global is an award-winning, multi-practice marketing agency that influences people's buying behavior with transformative creative solutions informed by rich data and sharp insights. Using cutting edge insight tools to map and analyze people's Purchase Decision Journeys, the agency develops brand engagement programs that drive conversion and measurably impact client business. With teams in 56 markets, Geometry Global is the largest and most international agency of its kind and has expertise in shopper, digital, experiential, relationship, promotional and trade marketing. Geometry Global is a WPP company. (NASDAQ: WPPGY).