3 Reasons 2018 Is The Year Of The Influencer!In Trends
Marketers’ influencer campaigns are going to have to be nothing short of impactful, ultra-creative and daring, to stay atop of competitors fighting for Afrillennial (African Millennial) attention. Here are 3 reasons 2018 will be the year of the influencer in South Africa, helping brands take center stage to get the edge on young consumers!
- Numbers Don’t Lie!
People trust people more than brands. This is especially true for students who are influenced by their peers in making purchasing decisions. Influencers have become the peers that humanise brands and give them a face. As a result, brands have been able to build trust and make an impression on both potential and existing supporters. With influencer endorsements on social media, brands are benefitting from 11 times the Return On Investment (ROI) than other forms of digital marketing offer.
Slowly but surely, influencers have also taken over the place of celebrities as their messages resonate more authentically with Afrillennials. And now, with the introduction of micro influencers, whose followings average up to 10,000 are also delivering a great return on investment thanks to their audiences being more connected than celebs who have mass followings that are hard to keep up with.
- They Set The Bar
Influencers have greater sway over consumers and allow brands a much more personal touchpoint with audiences (if done right). A study by McKinsey states that peer marketing delivers 37% increased customer retention.
According to Global Google Trends over the last 5 years, influencer marketing has grown at a stronger pace than content and inbound marketing:
While brands continued to create content, their engagement stayed steady with more frequent bouts of decline in engagement, while influencer engagement continued to grow. This is proof that for the youth marketer, 2018 will be an indefinite time for switching up stale marketing strategies in order to increase engagement.
- They Keep It Real
The law also requires disclosure and clear marking of advertisements and endorsements, seriously hampering brands’ authenticity in any advertising claims made. Because influencers are able to create brand resonance with a more positive result on ROI, through both organic and paid engagements, advertising regulations doesn’t affect them as harshly.
Curated content from influencers who speak to your audience in a relevant and reliable way is a great way to keep your brand on the minds and in the company of Afrillennials. Influencers know how to keep it real, but how can your brand really tap into their powers of persuasion? After all, brands looking to make a quick sale off an influencer’s following could affect their audience’s perception of their authenticity, so why should they care about making magic for your brand?
It turns out that having the true support of an influencer who has had the opportunity to build genuine loyalty to your brand is a goal to work towards. If you invest in a relationship with an influencer, consistently, the mutual benefit could be the growth in their following, as well as an increasingly engaged audience for you to tap into.
Are you ready?
Influencer Marketing is experiencing exponential growth and uptake by brands. Don’t want to be left behind in 2018? We’ll be your plug into South Africa’s hottest youth influencers; contact Student Village on 011 885 3918 or email email@example.com.