Regardless of where they are in their journey, it goes without saying that consumers today have access to more information than ever before. While brands may think that providing more content is helpful, buyers who are continuously flooded with promotional talk can find it overwhelming and to some extent, paralyzing.
As marketers, even if we manage to slice through the noise and speak to a customer, we can’t be sure if they are actively listening or drawn in. Although accessibility to information have consumers feeling more empowered, it doesn’t always translate to a purchasing process or brand loyalty.
Before we dive deeper, let us assess the situation right now. With the increasing adoption of smartphones and surge in social media usage alongside content consumption, brands are already approaching their customers strategically in order to build stronger relationships.
PWC’s Global Consumer Insights Survey 2020 titled ‘The consumer transformed’ revealed that the COVID-19 pandemic has expedited the pace of behavioural changes around the world in how people live, work, eat, communicate, play and learn. This also extends to consumption patterns across every category, including groceries, entertainment, healthcare and even data.
Now, the question is how can we cut through the noise while gaining the action and reaction that we want (without being too hard sell)?
The answer lies in adopting a new approach influencer marketing. And at Archetype we have identified the following methods for our clients to get the best out of their marketing budgets and investments.
Newest form of word-of-mouth
As consumers ourselves, many would nod to the fact that we trust recommendations from our family and friends, more than ads or sales talk. The messenger matters and today, we are living in a world where influencers are the newest form of word-of-mouth marketing.
Having worked with numerous influencers across multiple brands, I have witnessed their ability to present content in a relatable way while building genuine connections and engagement with their followers. They have proven to be the answer for effective, strategic and authentic branding that captures attention. Journeying into 2021, it is crucial to ensure messaging from brands are backed up by voices that consumers value the most.
Unfiltered approach to content
As consumers begin to sway towards content that is more relaxed and humanised, outputs that are less scripted are fast becoming the desired approach. A study by Influencer Marketing Hub revealed that influencer-produced content can drive as much as 68% more purchase-intent than content produced by brands.
By allowing influencers to add some fairy dust to the mundane brand talks, marketers can venture into a circle of trust in a way that appears natural and is embraced by the audience. Content creators are also increasingly aware that rigid and perfectly curated feeds hinder them from getting real with their followers.
Sacrifice the reach, up the engagement
Partnering with micro-influencers (between 10,000 to 50,000 followers) and nano-influencers (approximately 1,000 to 5,000 followers) draws greater attention to brands. Many have become the heart of campaigns as their followers are less likely to tune out in comparison to content from mega influencer or celebrity endorsements. Today, with their high engagement rates, micro and nano-influencers are presenting reasons as to why we should be prioritising fit over following.
Building long term partnerships
Long term relationships are crucial if you would like to see meaningful results with influencer marketing. With trust and authenticity being key components, a one-off influencer engagement or post isn’t going to cut it. To create an impact, we need at least two or three touches over a period of time. More important than that, we need to see such engagements as a genuine collaboration between influencers and brands.
As we are witnessing today, influencer marketing has evolved from a nascent tactic into a key component of marketing strategies. For marketers, as long as we engage with influencers that fit our brand values and resonate with our target audience, obtaining more meaningful results and brand loyalty can be a breeze.