In a recent study published in the Journal of Marketing, it was discovered that smaller influencers often use more informal, personalized language in their promotional content, resulting in a closer relationship with their audience. This unique linguistic pattern helps them stand out from their competitors and boosts engagement rates and follower growth.
The research was conducted by scholars from the LUISS Guido Carli University in Italy, analyzing more than 20,000 endorsed Instagram posts by 1,376 influencers across the U.S. The findings revealed a significant correlation between follower count and the success of endorsed posts. Further investigation showed that personal life experiences and genuine product demonstrations resonated the most with audiences.
The study also reported that the use of intense, emotional words such as “amazing,” “sensational,” or “superb” by lesser-known influencers attracted more positive engagement than more famous influencers. However, excessive use of extreme emotional words can come off as ingenuine, affecting audience perception negatively. The data showed a 10% increase in such language usage leads to an 8.4% decrease in user engagement among influencers with over 100,000 fans.
However, the same increase in emotional language leads to a 5.4% rise in engagement for smaller influencers, suggesting a disparity in the effectiveness of language among influencers with different audience sizes.
Maximizing engagement through personalized language
The key takeaway is for influencers to constantly monitor their language usage and tailor their content based on their audience’s response for more effective engagement.
This study leads to more discussions on the complexities of influencer content strategies. Cultural, demographic, and social influences may be factors contributing to observed trends, necessitating further research. The same patterns were noticed on TikTok, with videos featuring a calmer, conversational tone having higher engagement rates. This preference for authenticity and relatability over exaggerated enthusiasm is shaping the future course for influencers and brands.
The study concludes by underscoring the importance of authenticity for influencers. Genuine enthusiasm, constructive criticism, personalized responses, and sharing behind-the-scenes experiences have been identified as key to building strong connections and fostering a sense of community among followers. These findings could guide future strategies for influencers and brands seeking to elevate their online engagement and create a more dedicated audience base.
