FEATURE | SOCIAL MEDIA
SELLING WITH THE SOCIAL MEDIA STARS
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GORDON GLENISTER considers the rise of social media influencers and what it means for sellers
he year 2020 saw record levels of consumers online, with more brands realising that they must have an online presence. A decade ago, the main influencers that would inspire us were celebrities with huge social media followings. Since then so much has changed and now social media influencers – or content creators, as many like to be called – have come of age, and marketers are spending more on influencer marketing. CHANGING CONSUMER INFLUENCERS Brands such as ASOS, Boohoo, Estée Lauder, Made.com, Sony and many others, embrace influencer marketing – the term used to run campaigns through the use of social media influencers – as a major part of their marketing strategy. There are millions of content creators now, with huge audiences all around the world giving great access to a large audience of potential clients. Research from Tap Influence has proven that influencer marketing has shown 11 times greater return on investment than many other forms of advertising. Over the past few years, though, brands have connected more through “micro-influencers”, typically with 10,000-100,000 followers. These smaller players often create greater engagement with their audience. They communicate in an authentic voice and are seen as more relatable, so consumers trust the relationship they have with them more than with many brands. It’s also one of the reasons why the World Health Organisation (WHO) has used a number of content creators during the Covid-19 pandemic 34 WINNING EDGE
to spread the word about the importance of protective measures such as hand-washing and social distancing. This was a smart move to engage with a younger audience, in particular, that is less engaged with TV news channels. A recent survey conducted by influencer marketing platform, Takumi, found 24% of consumers in the UK, 23% in Germany, and 28% in the US are more likely to source news updates and opinions from influencers than from established journalists and news outlets. Predictably enough, the figures are higher among younger age groups, including 38% of 16-34 year-olds and 34% of 35-44 year-olds. And 41% of consumers agree that social media influencers should use their platforms to discuss current affairs and everyday activism. Marketers are also exploring additional social media channels. Takumi’s research found that, over this year, 58% of marketers are considering working with influencers on YouTube, a further 55% on Instagram, 35% on TikTok, 20% on Twitch, and 10% on Triller. DRIVING SALES Influencers are now often seen as creating real value for brands through inspiring content and telling great stories to new markets. One of the benefits of working with influencers is the focus on a typical niche, so whether its travel, beauty, fashion, lifestyle or gaming, it allows brands to engage with a very targeted audience. Companies use influencers to create awareness by generating a social media buzz, and they have been hugely successful recently in driving sales through affiliate links. Influencer monetisation ISMPROFESSIONAL.COM
