Influencer Marketing is Ruled by Women, Here's Why.

Everyone is influenced by their friends, family, and online groups. Identifying as an influencer can sometimes have a negative and misunderstood meaning. But, in actuality, influence can be powerful, useful, and frequently welcomed when done correctly.

Whether we realize it or not, we are influenced in decisions like where to vacation, what to wear, and how to decorate our homes. Influence is all around us.

According to the Digital Marketing Institute, women are more likely than males to consult social media before purchasing. 86% of women seek purchasing advice on social media.

According to the study, 78% of women use social media, with a preference for Snapchat and Instagram. In terms of influencer marketing, more than half of women made purchases due to influencer posts.

Having such control over what goes in their household's shopping baskets, it's no surprise that women are the target of numerous advertising campaigns. Nevertheless, traditional TV advertisements and e-blasts are less effective since many people do not believe in traditional advertising. Influencer marketing should be considered by brands trying to reach this big audience.

But how do you go about finding influencers? This is where a micro and nano influencer marketing firm can help. Partnering with an influencer agency might assist to connect with influencers in LA and tapping into this massive market.

If you haven't thought about leveraging social media to reach the largest consumer audience, you could be passing up a major chance — This is why:

A 2023 Influencer Marketing Study found that 77% of influencers actively monetizing their content are female, while the remaining 23% are male. They point out that this is not a broad breakdown of male versus female users but content providers who actively offer content development services in exchange for payment.

The statistics are consistent across platforms. Here’s the breakdown:

Women currently account for nearly half of the world's population. It's no different in Canada, where women slightly outnumber men, accounting for 50.3% of the population.

Despite this nearly even demographic distribution, women make a more significant percentage of the country's purchasing decisions. They account for 60% of primary shoppers in Canada, spending over 456.6 billion USD per year.

In the United States, they take an even bigger cut, making 80% of purchase decisions and spending 6.4 trillion USD.

With so much at stake, why would you divert funds from a typical marketing effort to an influencer marketing platform? While investigating products and services, women value the information they obtain on social media.

According to the Digital Marketing Institute, 86% of women seek purchase recommendations on social media. While they may conduct research by checking in with friends or visiting your branded page, more than half of women make purchases due to influencer marketing.

As a bonus, women aren't the only ones who trust social media content providers. According to the Digital Marketing Institute, 49% of all consumers rely on influencer referrals, and 40% buy something after seeing it on social media.