Influencer marketing is a key social media industry trend of the moment, but what makes it so effective, and how are consumers actually responding to influencer-generated content?

That's what the team from Olapic sought to clarify in their latest research report. Olapic commissioned a survey of more than 5,000 social media users worldwide to get their specific thoughts on trust, influencers, brand interactions on social, and what sways their purchasing decisions.

The data revealed some interesting trends - for example:

• Relatable content is especially important in the US, UK and France
• Males are more likely to trust professional brand visuals
• German respondents were the least likely to follow influencers
• Countries are similar in their preference for Facebook for travel purchases 

Olapic is looking to publish the full report shortly, but you can get a snapshot of some of the key findings in the below infographic.