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Study shows the impact of the IKEA effect in influencer marketing!

To make your influencer marketing campaign more successful, you must not simply engage your audience, but get your audience to interact with the content. This is according to a recent psychologist’s guide to influence released by influencer marketing agency Tailify, which applies the learnings from studies in psychology to social media content to better understand human behaviour online.

Left cheek forward

The author of the report, chartered psychologist Alan Gray, explains two key findings: “Did you know that by showing your left cheek in selfies you could get 10% more likes on average? Or that you view content that you’ve personally contributed to as innately more valuable?”

Discussing the importance of involving your audience, Gray says: “Researchers have found that the IKEA effect can explain why content that is co-created with an influencer and their audience, will be valued more highly. The IKEA effect occurs when a consumer believes they have contributed time or labour to the creation of something, causing them to value it more.

Make ‘em work for it!

“This effect is an interesting look at how getting people to do the work of checking out - and even constructing - their own purchases can pay off psychologically. One reason why we are all so comfortable with buying our own train tickets, being our own waiters, and making our own teddy bears (Build-a-Bear, I’m talking to you!).”

In terms of how you can use these findings in practice, Gray concludes: “It’s simple: involve your influencer’s audience in the creation of their content. This can be seen in practice where influencer briefs involve product development. Audiences can be used as live focus groups to inform decisions. Highlight one customer with a popular idea, bring them on the journey and showcase them in the content.”


The guide is a collation of research and studies in behavioural science applied to the context of social media content. Download/View The Psychologist’s Guide to Influence

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