By Andie Davis, LCI
We’re not buying what you’re selling. That’s right, 1-minute advertisements interrupting my TV programming, I’m talking to you.
In today’s business market, younger consumers remain unconvinced by advertisements trying to sell them various products. Instead, they look to influencers or celebrities to endorse products before they buy. A study published in “Journal of Targeting, Measurement and Analysis for Marketing Vol. 13” found that while younger audiences could recall advertising content, they were less likely to be influenced than their more mature counterparts.
What is influencer marketing?
Influencer marketing is a form of marketing in which individuals or experts with a dedicated social media following endorse products to get consumers to buy from a particular brand.
Why does it matter?
Influencer marketing is particularly effective in reaching millennials and Gen Z. However, be careful when targeting these two demographics. Both respond well to influencer marketing, but millennials trust high-level celebrity endorsements, while Gen Z values micro-influencers’ opinions. See below for “Millennials vs. Gen Z – The Importance of Generational Marketing” by Natalie Ghidotti from Ghidotti Communications, LCI’s Public Relations Global Network partner.
Influencermarketinghub.com’s survey projects that the influencer marketing industry will grow to approximately $13.8 billion in 2021. Considering that millennials and Gen Z make up over half of the U.S. population, it is critical to consider their buying habits when crafting a campaign strategy.
Keep up with the times. Research, adapt and implement.