Why we need to rethink Influencer marketing in Europe.
Consumer attitudes have changed significantly over the past few years
The rise of ad blockers and premium ad-free products, dwindling display ad click through rates — now at 0.05 percent across all ad formats and placements — and a staggering 95% of branded content is being flat out ignored by consumers tell us that internet users are getting savvier at cutting advertising out of their diets.
Meanwhile, the abundance of information and entertainment available at the touch of a screen means that consumers have the ability to be incredibly selective about the content they consume. Over 400 hours of video are uploaded to YouTube every hour, and more than 95 million photos and videos are posted on Instagram every single day.
95% of branded content is being flat out ignored by consumers
Social media influencers were born out of this new internet. They provided a welcome source of trust and authenticity in a world that bombarded users with generic, intrusive and insincere ads. Fostering their audiences by offering relevant and helpful opinions, influencers became the digital stars of the social media age.
But then the inevitable happened
Three out of every four brands now use what we call traditional influencer marketing, and the big bang has come at a cost. A new research report from SocialmediaToday says that only 23% of millennials said that traditional influencer marketing content was impactful !
“Somehow social media influencers managed to develop a form of advertising that is less authentic and human than the most sanitized 90s shampoo commercial,”
tweeted BuzzFeed’s disillusioned opinion editor Tom Gara.
In a few short years, Influencer content has turned into a commodity, oversaturating news feeds as influencers jump from one brand to another, often on a day-to-day basis. The authenticity that built the influencer industry is being lost. As a result consumers across Europe are starting to distrust traditional influencers the same way they distrust traditional media and advertising.
What was once an isolated trend has exploded in recent years, to the point where the digital landscape is reeling from all that fake follower activity. To put the scope of the problem into perspective, up to 20% of mid-level influencers’ followers are likely fraudulent, according to a Points North Group study.
Recently, Unilever CMO Keith Weed made a public call for change, announcing that the consumer packaged goods giant will no longer work with influencers who buy followers. Weed also committed to prioritizing partnerships with social platforms that are working to increase transparency within the digital ecosystem in order to rebuild trust.
With the growth of influencer marketing, and the lines between real and fake so easily blurred, how can brands find truly authentic creators with legitimate, engaged followings? How do brands maximize the impact of their influencer marketing campaigns without jeopardizing the trust of their consumers? Although there is no question that influencer marketing has a problem, what remains up for debate is how to solve it.
How can we fight back in 2019 ? By using nano influencers !
Nano-influencers have much smaller audiences compared to the giants of the social sphere, they only have their friends and families as followers. But those followers are way more engaged ! Brands like Adidas , The Belgian Rail, The European Commission or the ULB are using nano influencers in their marketing because it’s much more authentic.
Rather than looking at reach or followers, focus on how loyal and engaged the audience is.
With smaller audiences, nano influencers are able to interact and deal with their followers in a much more real and intimate manner. They are able to maintain authentic and personal social interaction with their community and engage in fruitful recommendations and discussions about brands, products and services.
The personal bond of the nano influencer with its follower creates way more engagement than any other strategy. When a family member or a close friend recommends a product to you, you will most likely follow that recommendation because you trust him.
Go all in on authenticity
Remember that authenticity is key. As soon as that is lost, a campaign will lose all credibility and an influencer will influence nobody.
That’s what’s great about nano influencers. Their authenticity is unmatched. Their opinions are genuine. Mainly because they are ordinary people who are themselves users or real fans of the brands they write about. They make recommendations based on their real personal experience and want to share them with their friends.
Messages are more impactful because they are conveyed to people he personally knows rather than to a general, anonymous audience. Furthermore, nano influencers create their own personal, original and authentic content. It’s not an ad anymore, it’s a recommendation.
Companies should use influencer marketing more effectively by putting social interaction and authenticity at its core. This is achieved by leveraging the power of nano-Influencers to give their products and services sincere validation, authentic testimonial, and credible recommendations from real people to real people.
As always, if you have any questions feel free to reach out ! Or come have a look at www.beinfluence.eu