5 January 2017
In the last five years, the rise of bloggers and social media influencers has grown exponentially. With the complete accessibility of the Internet and the ever-growing normality of 24/7 connectivity, it’s unsurprising that the digital space has changed the consumer journey. Today, brands are often judged by their social media first, before the actual product or service. The online presence of a brand has become almost synonymous with their success, and the pressure from the consumer for interesting and varied content has lead to some amazing and engaging campaigns.
With statistics such as “93% of shoppers’ buying decisions influenced by social media”, it’s hard to deny the growing importance of this route to market to brands and consumers alike.
In recent years a change evident in marketing and social media has been the swing from celebrity endorsement to social media influencer. Companies are now discovering the potential of influencers over that of the traditional celebrity. Seen as real and tangible people, accounts with millions of followers have surged in popularity. Working with social media influencers also allows a brand to reach a new targeted following. Choosing an influencer that reflects a brand's particular ethos taps the brand into what could be a huge potential market, with influencers maintaining hundreds of thousands of followers in one concentrated place.
Subtle product placement, gifting and ambassadorships are fast becoming the best way to target the consumer. Social media is visually driven, accounts and influencers have an aesthetic to follow and need the creative freedom to produce their own content. The key to the popularity and reach of influencers is the people on social media and their authenticity. The audience likes the idea of a one to one connection, an insight into their life and most importantly, a personal opinion they can trust. However, an out of place sponsorship or blatant advertising often receives criticism from followers and moreover a lack of engagement.
With legalities tightening, and the monetisation of popular social media accounts, it will be interesting to see the change in landscape over the next few years. Here at Brandnation, we're working closer than ever with the people forging the way in a digital world to great effect.