A new study out by Marina Maher Communications and Keller Fay Group reports on what and who influences women, THE market for almost everything. Their study suggests that women “influence-hers” give more weight to media and media brands over “average” women. This is kind of surprising since the common wisdom is women listen to each other for recommendations and referrals on brands. Here are some other interesting results:
• Women influencers have larger social networks – both online and offline. These women average about 170 people they interact with regularly compared to 75 for a typical woman.
• They are more actively engaged with brands. For example, 38% are more likely to “like” brands on Facebook than the average woman.
• Influence-hers are 105% more likely to post positive experiences with brands and 125% more likely to post negative experiences on social media.
• They are 90% more likely to value the input of endorsers than typical women.
• Media still has impact with women “influence-hers” – 55% are more likely than other women to go to a restaurant after seeing it on TV and 91% are more likely to buy something for her home after seeing it on morning TV.
What all this means is media brands such as Ty Pennington’s Extreme Makeover: Home Edition and the home-care celebrities of HGTV carry huge weight with these women “influence-hers”. In the parenting category, Parents magazine is important to twice the number of women than Dr. Phil or even Kelly Ripa. The Babycenter also carries more endorsement weight with influencer moms than celebrities.
Brands also need to be more targeted and strategic in reaching these valued women. They need to give them more opportunities to create and interact with the brand whether it’s reviews on Facebook or websites. Most importantly, they need to provide information they can pass along, both branded and unbranded.