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    WHAT LEADERS NEED TO KNOW ABOUT INFLUENCERS

    Sep 23, 2019 6 minutes

    Anyone who read the media reports last month about top Chinese live-streaming celebrity Viya facilitating close to $30 million in sales of New Zealand product in four-and-a-half hours on Alibaba’s online shopping website Taobao, would have been understandably totally gobsmacked. And, it seems, this is not even her biggest coup.

    A New Zealand Herald report said Viya holds a record of selling $66 million worth of product in a single day. She has apparently got 6.5 million followers on Taoboa.

    So while most ‘influencers’ have nothing like Viya’s mammoth reach, they are a growing part of the marketing landscape both globally and in New Zealand.

    CivicScience (civicscience.com) studied the experience Americans have had with products pushed by influencers, bloggers, or celebrities by polling more than 1,800 respondents asking if they’ve ever been motivated to purchase something from an influencer or celebrity recommendation.

    And it turns out 19 percent of American consumers have bought something because of an influencer or blogger versus 10 percent

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