You ever wondered why certain brands are doing so well on social media?
Nowadays, it’s all about the human element – using real people to represent, endorse and popularise big brands via social media channels.
Modern consumers are now favouring brands that use the so-called ‘human approach’, which decreases the value of non-human brands when it comes to recommending another brand, product or service. Read on to find out why using humans as brands is the best way to influence the consumers of today – and how the strategy is boosting sales.
It keeps brands relevant and ‘cool’
So what makes the trend so successful?
As of 2016, there has been a suspected 2.31 billion social media users worldwide. The majority of these users are a part of fan bases of popular social media personalities.
But here’s the interesting part: when a business collaborates with that Internet personality, their fans all become potential customers.
Why? Because when a popular blogger, tweeter or Instagram-user mentions a brand, a portion of their following will automatically promote it, and spread the word to new audiences, even by simply liking a post on Facebook.
This method is particularly successful in targeting the younger generations. Procter and Gamble have found that young people find the Internet more influential than TV adverts, meaning endorsements by social media personalities are far more likely to reach young people than the traditional television commercial. (Source: The Guardian).
A key example is the Taco Bell/Tyler Oakley alliance. The Mexican-inspired fast food outlet has made the YouTube sensation a celebrity ambassador, ensuring his army of followers receive regular reminders of new additions to the chain’s menu.
— Tyler Oakley (@tyleroakley) 5 March 2013
Maintaining a business’s social media presence through endorsers will also keep the brand’s image fresh and current, making it even more appealing to any potential customer.
The personal touch
By targeting younger generations through social media, the strategy can be seen as innovative – but that’s not the only strength of giving a brand a human representative.
In fact, the method also gives the business a down-to-earth image. That’s because a representative gives the brand a human face, and the individual acts as the mediator between a corporate business and the humble customer.
When companies get a top social media personality on a board, this effect is simply maximised. Internet stars have well-established relationships with their fans, and this rapport only helps to boost sales.
Why’s that? Because today’s consumers largely find their recommendations reliable. According to research, the average customer is now less influenced by traditional forms of advertising – and instead increasingly places trust in the real people who represent brands online. BlogHer have found that a whopping 81% of online consumers in the US take the advice of bloggers. (Source: Writtent).
That means that when a respected individual promotes a brand, customers are far more likely to make a purchase – and companies are clearly recognising this.
Last year, L’Oréal Paris plucked Kristina Bazan from the blogosphere and made the Swiss their brand representative. The brand noted Bazan supplied the essential link between corporation and customer, demonstrating just how valuable Internet personalities are to brands.
The copycat effect
Employing individuals to represent brands helps to maintain a trendy image and the trust of consumers – but they also benefit businesses in the most obvious way.
When it comes to consumerism, the colossal importance of reputation should never be underestimated – and associating brands with up-and-coming personalities is a sure-fire way to secure a cool image.
These days, social media users consistently update their pages with their latest fashion, food and tech favourites. As a result, impressionable consumers are constantly lusting after the Next Big Thing – and when brands are clever with their collaborations, they benefit in a big way.
A recent example? British blogger and vlogger Zoella has been sporting clothes from fashion brand Lazy Oaf recently – and her followers are desperate to get the look. As a result, sales have boosted for the brand, with many items going quickly out of stock.
Don’t be fooled: even in today’s hipster age, the copycat effect is very much rife.
— Jenny (@JennyCole04) 30 March 2016
The world of sales is clearly changing. Germin8 claims that these days, 74% of consumers are influenced by social media in their purchasing decisions. (Source: Germin8). But by employing individuals to endorse brands online, many companies are adapting to the changing trend.
Businesses are beginning to embrace this new form of advertising and believe in its influential potential – and they are reaping the financial awards. An online brand representative engages the social media generation, offers impressionable product recommendations and boosts a brand’s reputation – and in the real world, all those trends translate to profit.
Interested in influencer-brand collaborations and want to get involved yourself? If you’re savvy on social media and ready to work with new brands, get in touch with Social Wage today by clicking here.