Influencer Marketing is disrupting the 21st century selling model, and I doubt the way we receive information will ever be the same. But it hasn’t always been this way; after all, 8 years ago Instagram didn’t exist!
The first ever TV advert was by a Watch company, Bulova. The ad showed a picture of the United States under a clock, with audio reading “America runs on Bulova time”, and was thought to have cost between $4 and $9; my how times have changed!
As time progressed, media buyers and advertisers began to study the success of the campaigns, and attempted to understand why some adverts were more successful than others, and it’s these studies, including those of consumers and their psychographics like attitudes and behaviours, that led us to the level of analysis and in depth targeting that takes place today.
A key feature of Old Media is the lack of encouragement for continued discussion; this is heavily due to the fact that in a time where your main messages were printed, it was next to impossible to alter it after publication, meaning it was tricky to encourage follow up interaction with the advert/brand in the same extent we do today. This is by far one of the most prominent ways in which media has developed; due to the sheer number of ways in which businesses/news outlets/media companies can interact with their customers, advertising/media consumption today is much more interactive, and it allows you to maintain a conversation with your consumer, and not just 1, but a different conversation with different types of customers, via targeted media and audience analysis.
Influencers are having a significant impact in the way we receive information, and also which stories make the front page! We’re seeing an increasing number of Youtubers use their voices to shed light on significant stories, with some going as far as to have a news-focused show on the platform!
So should we be surprised by this shift? A study by Gen.Video found that consumers trust influencers 94% more than friends and family, and that 90% of consumers purchase decisions are affected by social media content. This is especially important because it’s represents a level of trust being developed between consumer and influencer, and on one of the most prominent platforms, Youtube, almost 50% more consumers saw Influencers as a more trusted source of content, than brands themselves!
This means that media buyers and advertisers are having to break away from industry norms and branch in to the world of social media in order to reach and better target their consumers! Businesses are using Influencers to host events, run competitions, and slowly build advocacy for their brand, in a bid to replicate the trust held by Influencers. I’m certain that Influencers will continue to disrupt the media buying space, and that we’ve only seen the tip of the iceberg!