\n<\/p>\n
Influencers have a receptive audience: people who are making six-figure incomes.\u00a0<\/p>\n
A September survey of about 2,000 U.S. adults conducted for Business Insider<\/a> by Morning Consult found that those earning over $100,000 were more likely to trust influencers, shop their recommendations and aspire to join their ranks when compared to those earning less than $100,000.<\/p>\n Further, 61% of high earners making more than $100,000 trusted influencer product recommendations, higher than half of lower-income brackets. They were also more likely to report that their trust in influencers had grown over the past few years.<\/p>\n Lifestyle influencer Jen Worman<\/a> said in an interview with Business Insider that turning followers into shoppers starts with letting them get to know her. Worman has been posting on social media for over 15 years and says sharing her personal life has helped her sell to an audience with an average income she puts at around $100,000.\u00a0<\/p>\n She said followers are more willing to buy when they see something of themselves in the person recommending a product.\u00a0<\/p>\n \u201cI do think people who are more able to relate to you are more willing to add to cart,\u201d she said.<\/p>\n For affluent audiences, an influencer\u2019s lifestyle may feel less like familiar territory, not a fantasy. Amanda Acevedo<\/a>, director of talent at G&B Digital Management, suggested that people with more disposable income may find it easier to identify with the creators they follow.<\/p>\n The connection comes down to if viewers recognize something of their own lives in what they see on-screen.<\/p>\n \u201cThe general population online knows creators make good money for themselves,\u201d Acevedo said in an interview with Business Insider. \u201cI think it\u2019s hard if you don\u2019t see yourself in them, or you don\u2019t feel like they\u2019re having the same life experience.\u201d<\/p>\n A creator\u2019s success might attract attention without necessarily building trust. For viewers with tighter budgets making less than $100,000, that lifestyle could feel distant. For higher earners, it may seem more attainable.<\/p>\n \u201cWhen you are making more money, you don\u2019t view them as out of touch because you can relate to it a bit more \u2014 you have more spending power,\u201d Natalie Barbu<\/a>, founder of social media management platform Rella and a former lifestyle influencer, said in an interview with Business Insider.<\/p>\n Brands are spending more, but a small group of top earners is capturing a larger share of those payments.\u00a0<\/p>\nAn influencer\u2019s lifestyle may feel more relatable to six-figure earners<\/h2>\n
The richest creators are pulling further ahead<\/h2>\n