Summer 2019 Entertaining Study: How Women Entertain

SheSpeaks surveyed female shopper influencers in June 2019 to better understand summer entertaining shopping habits including:

1) Purchasing items for their entertaining needs

2) Purchasing items in-store vs. online

Three key insights emerged:

1) Women splurge for higher quality products when entertaining vs. just everyday use

2) Women are more likely to shop in-store vs. online for summer get-togethers.

3) Chips, crackers and cheese top the list for go-to food items during summer entertaining.

You can find the full report below. We hope that you find it useful.

If you have questions, please feel free to contact Missy Tiller, [email protected]

SheSpeaks Baby Care: Consumer Insights 2019

In 2019 SheSpeaks commissioned our Baby Care study with the goal of better understanding:
– What drives Moms’ purchase intent
– How Moms are engaging in social & with Baby Care brands in social
– What causes mom to experiment & engage with new Baby Care brands and products
– What is the role of dads in today’s decision-making processes

Our 3 Topline Findings from the Baby Care Study:
1) Facebook Engagement is Down and Instagram Engagement is Up for Moms:
While Facebook is still important as a resource for finding out about baby products, the importance of the platform has declined while Instagram has increased. Pinterest has also decreased slightly and importantly not grown in importance as a product resource over the last 2 years.
2)  Product Reviews on Commerce Sites Is More Important Than Before for Moms:
The importance of product reviews in driving purchase decisions has increased significantly since 2017 representing a 16% increase.
3)  Dad’s Involvement In Purchase Decisions Has Decreased:
Perhaps surprisingly, our surveying shows, according to Moms, Dads are less involved in purchase decisions then they were in 2017 representing a 9% drop.
You can find the full report below. We hope that you find it useful. If you have questions, please feel free to contact Carol Milliron at [email protected]

How to Execute A Successful Influencer Campaign

Finding the right influencers to work with your brand is only one of the challenges. Ensuring that influencers create content that has the potential to move shoppers to purchase is another.

For brands interested in leveraging influencers to convince and convert shoppers, there is a “recipe for success”- a process that can be followed to help ensure that influencer marketing campaigns have the strongest likelihood of success.

Step 1) Define Objective & Target: Start by outlining the parameters of your campaign. What are your objectives and what is your target audience? What is the call to action, the key takeaway? What type of budget do you have to support this campaign? And what is the desired outcome?

It’s ideal to outline your internal review process during this phase. Once you engage and brief influencers, will you ask to approve a concept and then a final cut? Or will you see the content for the first time when it goes live? Past experiences with influencers also often shape this process. The key to making this work is outlining your expectations and needs up front

Step 2) Identify and engage: How do you find influencers that might be the best match for your campaign? According to Max Polisar of AwesomenessTV brands should work with people who know the influencer talent directly, using personal relationships and avoiding tech platforms.

Some other suggestions for this phase:

  • Don’t forget that influencers are human. Offer to have phone calls and/or in-person briefings. Be available and share appropriate information during the briefing process. Share your product plentifully if the influencer has not experienced it yet, such as for a new product.
  • Remember, the demographics of the influencer are not necessarily the same as their audience demographic. Ask the influencer for more information about their networks and subscriber base, and don’t make assumptions.
  • As you review possible influencers, always fall in love with more than one. If you are considering options with an agency partner, try to be as specific as possible when giving feedback. Larger influencers often have three projects on deck for everyone they can accept, or their production schedule may be full when you reach out to them.

3) Create and amplify: This is the fun part! Follow the process outlined in the planning phase as the Influencers create and amplify FTC-compliant content. You chose them based on their channels and content, remember to let that shine through. Don’t over script, but work together so they create a story that makes sense for the target audience.

Focus on the benefits, not the product attributes. Influencer content works well because influencers are more likely to focus on telling a story about why your product or service makes their life better, more enjoyable more hassle-free, etc. Consumers react very well to this type of benefit-driven content.

4) Optimize: Once influencer content is live, monitor and identify the best performing content. Items on your scorecard might include likes, reactions, comments, shares and hearts, depending on the platform and your objectives. Then, “turn on the gas” and leverage paid distribution of the best performing influencer content.

5) Measure: Continue to measure, and recap your campaign. What would you do differently? What would you repeat? Don’t forget to ask the influencers for their input as well. Also, it is important to check the results of influencer activations on an ongoing basis. After all, one of the great benefits of influencer content is that it lives on and continues to be discovered by new consumers over time.

In fact, one recent influencer video that we executed and tracked for a women’s shaving product campaign generated an incremental $500,000 in media value AFTER the flighting period. In other words, the shaving brand received a $500,000 bonus in media value as a result of the incremental views of the sponsored video, post-campaign.

Influencers and their compelling content have become a smart and effective way for brands to reach and inspire target consumers. The medium will continue to evolve and be enhanced. Like any other marketing tactic, successful campaigns are driven by a thoughtful and planned process.

SheSpeaks is the voice of the female shopper. Powered by an engaged community of 250,000 female shopper influencers, SheSpeaks provides brands with on-demand insights & content and content amplification & distribution reaching hundreds of millions of shoppers.

Influencers and their compelling content have become a smart and effective way for brands to reach and inspire target consumers. The medium will continue to evolve and be enhanced. Like any other marketing tactic, successful campaigns are driven by a thoughtful and planned process.

Contact Missy, [email protected] for more information on how you can reach your shopper and move them to action with SheSpeaks community.

Thank you!

Walmart Shopper Influencer Study May 2019

SheSpeaks surveyed Walmart shopper influencers between April 20-23rd 2019 to better understand their shopping habits

We were interested in learning more about how Walmart shoppers were approaching:

1) Online shopping vs. in-store purchases

2)  Online grocery pick up and delivery

Following are high-level findings and data from the study. SheSpeaks conducted a similar study in 2017 and comparisons are shown where applicable.


  1. More Shoppers Both In-Store & Online: While the majority of shoppers shop in-store, more shoppers are shopping both in-store and online than in previous years. That percentage has increase 50% from 2017 to 2019!
  2. Increase in OGP Usage: Online Grocery Pickup usage has increased since our last survey in 2017 with 26% of respondents using the OGP service. This represents a steep increase vs. 2017 when just 5% of respondents used.
  3. Free Shipping continues to top the wish list for services that walmart.comoffers with 64% of shoppers indicating that they want this service.

More insights can be found here:

If you have questions, please feel free to reach out to Missy Tiller at [email protected]

Thank you!

Sam’s Club Shopper Study – Memorial Day & Summer

With Memorial Day and summer upon us, SheSpeaks decided to ask Sam’s Club shoppers how they were planning for Summer. In the last few weeks we fielded two different studies with our Sam’s Club Shopper influencers:

1) Memorial Day/Summer Outings- focus
2) Cafe, Fresh Home Meal Solutions etc.- focus
3) A few other topics including credit cards & wet wipes!

There are some interesting insights about how Sam’s Club shoppers are thinking about entertaining over the summer as well how they think about various food/beverage purchases, what they like and how these can be improved.

Brand Trust on the Rise; Trust In Social Media is Low

In 2017, with the proliferation of stories about “fake news”, social media privacy concerns & damaged brand reputations, we were inspired to ask our community how they were feeling the media, social media and brands. You can see more about our 2017 results here.

This year we were curious to see how things changed. Did brand trust go up or down? What about social media and trust in the media?

In a study with over 1,400 respondents we were pleasantly surprised to find that women’s trust in brands has increased since 2017 by 20%!  What’s on the decline? Trust in the Media declined 47% vs. 2017.  Additionally, respondents told us that they do NOT trust many social media platforms with Facebook as the LEAST trusted social platform and Pinterest taking the prize for MOST trusted social platform.

We’ve put the study findings in to a handy infographic which you can see here.  Please let us know if you have questions by contacting [email protected]

Influencers Adapt to Social Platform Changes

Influencers are everywhere – we see them in our feeds, on TV and in the media. In the last few weeks alone, The New York Times has published several feature articles on the phenomenon of social media influencers. What was once just a topic for trade publications has taken center stage in the mainstream media.

So, it would seem that influencers are red hot with lots of wind at their backs, right? You might also think that the social platforms on which these influencers have worked hard to build strong following, content and engagement would be looking to create favorable environments for influencers, right? Well, maybe not as much as you would think.

At the same time that publications like the Times have increased their coverage of the “influencer economy,” and brands have made influencer marketing a staple in their budgets, three major social platforms – Facebook, Instagram and YouTube – have implemented changes that negatively affect influencers’ audience reach and revenue generation.

Facebook Changes:
Let’s start with Facebook. In January Facebook announced changes to the platform that impact Pages. Specifically, it is now harder for someone to organically reach their followers on Pages. Articles declared these changes to be detrimental for companies/brands who use Pages to reach their customers, but a boon for influencers who partner with brands, because this change wouldn’t affect them.

Wrong. Influencers, particularly those who work consistently with brands on sponsored content, use Pages and not personal Facebook accounts to post content and reach their audiences. Using Pages allows influencers to use the branded content tool to provide disclosure, as well as analytics to their partners.

Influencers noticed the changes to Pages before Facebook announced them in January. Many influencers have seen organic engagement rate decreases of 30% or more over the last several months. How are influencers dealing with reduced organic reach? They are boosting posts. If an influencer has a sponsored post, they are now boosting (paying Facebook to push) these posts in order to ensure they hit contractual commitments for brand sponsorship deals.

Instagram Changes:
But Facebook is not the only platform where influencers are facing a new algorithm reality. Instagram has made changes recently as well.

There is no question that influencers have invested time and energy over the last couple of years to build strong followings on Instagram. In fact, according to a recent study close to 80% of influencers reported that Instagram was their platform of choice.

Influencers love Instagram and have enjoyed strong engagement rates. In order to ensure that campaign analytics can be provided to brand partners for sponsored posts, many influencers use business accounts on Instagram. But recently, Instagram changed its algorithm for business accounts to work more like Facebook’s. Now, unless a piece of content gets immediate engagement, Instagram shows this content to fewer followers.

One Instagrammer with close to 200,000 followers told me that she has watched her Instagram post engagement rate decrease by one third over the last couple of months. Although her follower count has steadily increased over this same period of time, her engagement rate has dropped because not as many people are getting a chance to see her posts.

Of course, these changes aren’t just impacting Influencers – brands too are noticing decreased engagement with posts. One beauty brand, anastasiabeverlyhills, recently posted to its 15.9 million followers the below post. The post has received over 30,000 comments, mostly of support.

So, what are Instagrammers doing in response to these changes? They are banding together to create groups who all quickly engage with one another’s content, not only to “heart it” but also to post comments in the hopes that this will build immediate engagement and therefore show their post content to more of their followers.

YouTube Changes:
And if Facebook and Instagram changes were not enough, YouTube just announced changes as well. Starting February 20, 2018, YouTube will not allow creators to participate in the YouTube Partner Program and monetize their channels if they do not have over 1,000 subscribers AND 4,000 hours of watch time over the course of the last year.

While these changes will not affect influencers who have strong followings on YouTube, they will affect smaller creators who make passive income from monetization of videos on their channels. The dollars are not huge for these smaller YouTube influencers, but coupled with the Facebook and Instagram changes and Influencers are experiencing a ground shift.

What more can influencers do? In one word, adapt. One influencer told me that these changes are just reminders that, “You don’t own your audience on platforms like Facebook and Instagram. You are really just renting the audience. The only things that influencers own is their blog, email list and content. These changes are an important reminder for us to focus on those too.”

There is no question that influencer marketing provides brands with strong benefits including trusted, viewable and compelling content. After all, 92% of consumers trust recommendations from people they know more than any other form of advertising.

With so many brands leveraging influencers to create and share sponsored content influencers are well positioned. The trick will be for them to continuously adapt as the social platforms do.

What do you think? Comment below or tweet me @shespeaking