Need a Product Endorsement? Look to Bloggers, Not Celebrities

Wish you had the funds to hire a celebrity to endorse your products? You don’t need one. Turns out, bloggers' endorsements wield more influencing power than celebrities, according to new research.

A new survey, by BlogHer and global communications firm Ketchum and conducted by Nielsen Company, found that 20 percent of women who use social media are motivated to consider products promoted by or with a blogger they know, while only 13 percent are motivated by celebrity endorsements.

“Over the last four years, we have measured and reported the growing trust women have in the bloggers they read, and how that translates directly into influence and purchasing decisions,” said Elisa Camahort Page, BlogHer co-founder and chief operating officer. “In 2011, we can see that this trust has paid off, as readers report that high satisfaction with the results of such purchases regularly send them back to blogs and social media to seek out recommendations by bloggers they trust.”

The survey found that 53 percent of U.S. blog readers who are female have purchased a product based on a blog recommendation.

The top three types of products that the general population seeks reviews and recommendations for on blogs are consumer electronics (35 percent), computer hardware/software (33 percent) and movies (33 percent).

Almost half (47 percent) of U.S. blog readers tap into blogs for finding new trends or ideas, 35 percent for finding out about new products, and one in four for help with making a purchasing decision.

The implication for marketers is the need for customers and targeted interaction with customers.

 “Consumers are adopting social media and digital applications at unprecedented rates, so marketers have more opportunities than ever for two-way conversation and relationships,” said Kelley Skoloda, partner/director of  global brand marketing practice at Ketchum. "Marketers must seize these opportunities now or risk falling behind their competitors in the race for online consumer engagement.”