How To Optimize Your Influencer Marketing To Reach 'Gen Z'?
In the post-pandemic period, influencer marketing is a growing trend, and businesses and brands are increasingly investigating the possibilities of using nano influencers to produce sales or money. In reality, many marketers and businesses are seeing negative consequences as opposed to pre-pandemic times, as this is becoming a popular advertising channel to combat the ad's rising costs in recent months due to privacy issues and iOS updates.
As a result, the necessity for influencer marketing is gaining popularity in the business world in order to capture the attention of the target audience (Gen Z) for various prospects!
Here are the 16 key insights/findings and stats from StudentBean’s 10 page 'The Evolution of Nano Influencers Report,' which may assist Business Brands or Companies in engaging with Nano Influencers to attract target audiences (Gen Z) and generate sales or revenue, including building a healthy relationship environment, serving consumer or customer needs on their preferred platforms, and striving to retain and build their loyalty:
There’s no question that influencers are trending, with U.S. spending on influencer marketing predicted to exceed $4 billion in 2022.
In fact, a survey from Savanta found that subject matter experts and everyday acquaintances such as friends or family — at 39% and 38%, respectively — far outpaced celebrities (14%) and social media stars (9%) as the most trusted sources for authentic and genuine content.
In fact, in a recent Student Beans survey, 82% of Gen Z students in the United States and United Kingdom said they don’t trust traditional influencers to give an honest opinion on a brand or product.
According to a recent Student Beans survey, which found that 45% of Gen Z respondents ranked influencers with 5,000 to 20,000 followers as the most trustworthy, followed by 30% who chose those with 20,000 to 100,000 followers, 15% who selected 100,000 to 1 million followers, and only 10% choosing influencers with more than 1 million followers.
“I can’t stress enough that Gen Z can sniff out inauthenticity and identify a fraud from a million miles away,” Garcia said.
“Gen Z’s demand for more unfiltered, genuine and raw content has been met in real time by the continued diversification of social media platforms,” Soave said.
Another perk to using a nano influencer is their ability to organically share discount codes that can boost sales. It’s a common and almost expected occurrence among Gen Z; a Student Beans survey found that 68% of college students in the U.S. and 73% in the U.K. said they shared discount codes with friends, while 73% in the U.S. and 56% in the U.K. said they used them.
For many brands, nano influencers can make all the difference in successful campaigns. But choosing the right person to uphold and extend your brand image can be challenging, which is why many brands look to an expert.
Said one member of the Student Beans panel, “I like an honest review, like someone putting on makeup and then wearing it for the day to see how it actually works or doesn’t work.”
Brand affinity is a prerequisite for any campaign, because if the influencer is not a current user of or aligned to a brand, there is no genuine advocacy.
Vet that the influencer creates the type of content their community actually engages with.
Comment sentiment and number of shares will help indicate a community that interacts with, enjoys and trusts the influencer’s content.
Co-create with your nano influencers; they know their audience and the market better than a brand can imagine. Involve them in campaign brainstorming sessions, rather than just looking to them as publishers. Treat them with respect, and take advantage of their value in informing your strategy and even your product.
Implement a contract when paying any talent, whatever their audience size. Influencers are change agents who can do as much harm as good.
Develop a brief that’s limited to one key message to allow the influencer to creatively build around and create natural-looking content.
Track campaign metrics, and focus on what worked and what could be improved on for the next iteration. This will also help inform next steps for success and how to best adapt any long-term strategy.
I hope that these insights provide a solid foundation for you to include this channel of promotion into your business marketing strategy in order to increase sales or revenue and stay competitive!
All the best.....
By the way, if you are interested to read the full report on the above, you may access it here.
Just to mention, if you are serious about learning such insights and stats from various business and marketing domains, you can find them here in the most recent form.
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