Using influencers as a marketing strategy during the holiday season offers opportunities, but also challenges.

According to a recent survey, 25% of consumers decide against purchasing a product recommended by influencers.

A study conducted by Storyblok, a provider of content management systems, provides new insights into the importance of influencers for Christmas sales. The global study, which involved 1,000 consumers, reveals that while influencer recommendations can have a positive impact on sales, they also pose a potential risk for brands.

We took a closer look at the study on Social Things.