What’s going on here?
With the smartphone now an ubiquitous presence where millennials (not to mention Generation X) are concerned, brands are struggling to meet the insatiable demand for 24/7 content that is clickable, shareable and eminently engaging.
What does this mean?
Social Media has seismically changed the way brands talk to and engage with consumers. In the past, brands simply talked at a mostly captive audience (e.g. during commercial breaks). However, social platforms have opened up the consumer-brand dynamic to a two-way conversation, with the onus on the brand to entertain consumers, whilst appearing to sideline commercial interests. This is best achieved through influencer marketing, which enables the brand to tap into the trust and loyalty of an existing fan base.
Why should I care?
- The bigger picture: It’s no mystery that consumers are avoiding ads, but actively seeking out content. This is where influencers come in, whose entire online presence is built on creating and sharing engaging content.
- Personally: Engaging influencers to create content for a brand both satisfies an inherent consumer demand, whilst also engaging customers in a receptive way.