Study: Should influencers sound super excited?

by | Mar 26, 2024 | Influencer News

In influencer marketing, striking the right tone can be the difference between a campaign that resonates and one that falls flat. 

And as someone deeply immersed in this field, I’ve observed firsthand how the level of excitement expressed in sponsored posts impacts engagement and sales. 

And this brings us to my million-dollar question: Should influencers sound super excited about your product?

Spoiler alert: The answer depends on their audience size.

Join me as I dive into the fascinating findings of recent research and share my insights on why they matter.

Let’s roll. 👇

The influencer-excitement paradox

It turns out that excitement isn’t a one-size-fits-all approach. 

Research reveals a stark contrast in how excited language affects micro versus macro-influencers.

Illustrative comparison of micro and macro-influencers based on their follower counts and engagement levels, referencing a scientific journal.

For micro-influencers (those with less than 100,000 followers), an enthusiastic “LOVE THIS!” can boost engagement by 38%.

However, for macro-influencers (with over 1 million followers), the same excitement can reduce engagement by 31%.

Why does this happen? 🤔

The answer lies in authenticity and relatability. 

Micro-influencers, often seen as more relatable ‘average‘ individuals, can use excited language without coming across as insincere. 

Their followers perceive their enthusiasm as genuine, enhancing trust and engagement.

Conversely, macro-influencers are viewed through a more sceptical lens. 

Their large following and perceived professional status mean that overexcited language can seem inauthentic, more like a hard sell than a heartfelt recommendation.

So, how do you craft the perfect influencer message?

Brands and their influencer partners must tailor their messaging strategy to the influencer’s audience size. 

For micro-influencers, embracing high-energy language, complete with emojis, exclamation marks, and vibrant words like “Obsessed!“, can be highly effective. 

This enthusiasm, as long as it feels genuine, can also be leveraged with promotional language encouraging immediate action, like “Order it here now“.

Macro-influencers, however, should adopt a more measured approach. 

Informational messaging that educates their audience, such as “Find out more here“, is preferable to overtly promotional language. 

This shift not only aligns better with their perceived persona but also fosters trust and engagement by focusing on delivering value over selling.

And you get bonus points if you notice that this slow, steady approach is now part of MrBeast’s 2024 YouTube strategy.

An example of the perfect influencer message

Tech influencer Marques Brownlee exemplifies this “quiet, authentic” strategy perfectly. 👇

This one video landed over 26M views! 🤯

With around 5 million followers, he focuses on informational content like unboxing and reviews rather than overt promotion. 

This approach capitalises on his authority and credibility, enhancing engagement without triggering scepticism.

I agree wholeheartedly with how Marques does sponsored posts. 

In my experience, the success of influencer marketing campaigns hinges on authenticity and audience perception

Influencers, irrespective of their size, wield tremendous power in shaping brand perceptions and driving consumer behaviour. 

However, the effectiveness of their messaging depends on how well it aligns with their persona and audience expectations.

I also found that encouraging influencers to include personal anecdotes or feature friends and family in their posts adds layers of authenticity, making the sponsored content feel more genuine and relatable. 

This strategy, combined with tailored excitement levels, can significantly amplify a campaign’s impact.

My final thoughts

Understanding the nuanced role of excitement in influencer marketing is crucial for brands looking to use influencers effectively. 

It’s about more than just choosing the right influencer; it’s about crafting a message that resonates, feels genuine, and ultimately drives engagement and sales. 

This insight doesn’t just apply to influencers; it’s a broader lesson in marketing—know your audience, understand the medium and tailor your message accordingly.


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