Influencer marketing has been growing since 2015, slowly but steadily trending on various digital platforms and channels.
As per the recent report by Market Research Future, the influencer market is about to touch $2.85 billion by 2025. But do you think people have started to feel indifferent towards well-curated influencer branding?
Many experts say that Gen Z looks for meaningful ideas and concepts rather than consumerism. We are dealing with a generation that believes in authenticity and transparency.
Do you think influencers show up for real? Confused right?
You can no longer see most of the influencers as real but inauthentic, deceptive, and exhibiting a fake lifestyle!
Isn’t it too much to handle?
The following article shows how and why few people unfollow influencers:
It answers, maybe, why some of us might have unfollowed the influencers and celebrities because we are stuck in their duplicitous world!
So what do you really prefer?
Not content-focused, but more humanized experience of things, moments, and emotions. Branding is a long-term loyalty that you create with your customers!
In recent years, individual influencers have been in the News Headlines for false claims and inappropriate behaviour. Influencers boast about the products; they craft stories and forge narratives that counterfeit the originality.
The whole new approach to personalisation goes beyond influencer marketing. It is not just about paying high for influencer posts;
Branding is about connecting emotionally!
Gen Z goes behind trusted advice, fragmented across the comments and review sections. Perhaps many brands are not following cultural relevance and transparency.
The views of Gen Z and millennial consumers vary as they believe they want brands to be concerned about environmental and social issues. They wanted brands to represent a social identity.
Research shows that
“76% of millennials and 83% of Gen Z feel that brands should take a stance on social issues.”
People want a relationship with a brand that invests their time in engaging rather than selling the product. In fact, traditional influencer marketing will soon get replaced as customer behaviour changes.
The next problem that exists with influencer marketing is the lack of data. There is always a lack of data that shows the engagement, reach, and click-through rate. Of course, there is no systematic assessment, and the ROI is still vague!
How can a brand work out the new model of branding?
Basically, brands must adjust their strategy to feel aligned with the consumer. Try to build trustworthiness and authenticity, which can develop a bond.
We can put it up as,
“Inspire, Educate, Excite, and Impress.”
What is the customer journey?
It starts with knowing the individual needs of the customer and fostering a positive emotion that can take them along the journey.
Actually, emotions can easily interact with your customers. So, your strategies must have an emotional impact on the audience.
Consumers do not want to see ads; they want original content. They prefer peer recommendations.
The power of recommendation shapes purchasing decisions. “On average, word-of-mouth drives $6 trillion in annual global spending and is responsible for 13% of all sales.”
People avoid a brand if their friends or family tell them something negative about it. And consumers are well aware of how social media algorithms monetize their attention through sponsored ad campaigns.
To wrap up,
Quoting the famous lines by Seth Godin
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
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