Influencer marketing is no longer just for fashion or lifestyle brands. More than half of marketers say influencer marketing significantly impacts brand awareness and customer loyalty.
Reaching the Next Generation
For industries slower to adopt influencer marketing due to regulations, audience assumptions, or a desire for full creative control, this is a wake-up call.
Consider these generational shifts:
- 77% of Millennials and 73% of Gen Z car buyers prefer to handle more of their next purchase from home.
- 66% of Gen Z has used YouTube, and 44% has usedTikTok, to find banking information.
Meeting consumers where they are is crucial. Opting out of influencer partnerships is a missed opportunity to connect with captive social media audiences. Working with the right influencers can help you break through an oversaturated landscape, building credibility and trust with cynical yet savvy consumers.
Bringing Experiences to Life
Influencers offer legacy industries something nearly impossible to achieve through traditional marketing: the ability to bring a product or service experience to life authentically.
Car manufacturers like Subaru and Toyota are tapping influencers to showcase vehicles in action, supporting the research process in a way commercials and website slideshows can’t. This approach could work for retail banks, insurance firms, and appliance brands too.
Influencers can do more than just hold up your products and smile. See if you can get them involved in how the product is developed, produced, and used. Try to build a real story with a narrative rather than just a quick promotional plug.
To reach new audiences and grow, businesses must meet potential customers where they spend the most time. Brands can break free from outdated marketing tactics and engage with their audience in a more authentic, impactful way.
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