I explored and analyzed user behaviors through structured interviews and data synthesis, uncovering key insights into why audiences favor social media influencers.
Skills
Interview, data analysis, affinity diagram
My role
UX Researcher
Timeline
07.2022 - 12.2022
Tool
Zoom, Teams, Miro, Notion
Introduction
"Why We’re Hooked on Social Media Influencers?"
Social media platforms like Instagram, YouTube, and TikTok have transformed content consumption, allowing diverse influencers—from amateurs to professionals—to create authentic, engaging content that resonates with audiences more deeply than traditional media. This study explores why audiences prefer social media influencers (SMIs) over traditional media, revealing three primary appeals: diverse content, authentic presentation, and a strong sense of closeness with audiences. Through interviews with 45 regular SMI consumers, we uncover how these factors foster lasting engagement and emotional connection, positioning SMIs as pivotal in the evolving media landscape.
Objective
Understand the unique factors contributing to SMIs' appeal
Key metrics
Published to CHI2023, whole paper available here:
https://dl.acm.org/doi/10.1145/3544548.3580898
Methodology
Participants
The study engaged 45 individuals, with diverse age and occupational backgrounds, who regularly consume SMI content.
Data Collection
Semi-structured interviews were conducted, allowing participants to express their views and experiences with SMI content versus traditional media.
Analysis Approach
A constructivist grounded theory approach was used, systematically coding interview transcripts to identify patterns in audience preferences.
Findings
Content Appeal
Variety and Richness: Participants valued the wide range of topics and personalized content SMIs offer, which they often felt was missing in traditional media.
Specialized and Niche Content: Unlike traditional media, SMIs often cover specific interests (e.g., product tutorials, lifestyle tips), resonating deeply with viewers.
Presentation Style
Authenticity: SMIs' informal, unfiltered style made their content feel relatable and genuine to audiences.
Liveliness and Creativity: Freed from traditional constraints, SMIs often present content in an engaging, sometimes humorous manner, making even complex topics more accessible.
Closeness to Audience
Similarity and Attainability: Viewers often perceived SMIs as "normal" individuals with shared experiences, making them feel relatable.
Interactivity and Feedback: Unlike traditional media, SMIs frequently engage directly with their audience through comments and live interactions, fostering a sense of community and personal connection.
Implications for Media and Marketing
For Brands
Understanding the closeness appeal can guide brand collaborations, aligning products with SMIs who naturally resonate with the target audience.
For Content Creators
Emphasizing authenticity and interaction can enhance trust, fostering long-term audience engagement.
For Traditional Media
Incorporating some of SMIs' appealing aspects—like interactivity and authenticity—could help traditional media remain competitive.
Limitations and Future Research
Scope Limitations
This study is geographically and demographically limited, focusing on SMI consumers in a specific region.
Future Research Directions
Future studies could explore SMIs' appeal across diverse regions and examine differences between micro- and macro-influencers' appeal in various demographics.
Next project
