Every 5th post on your Instagram feed is a sponsored post. (Go and check, I’m not lying!)
How many ‘celebrities’ do you follow that have #ad or “Paid partnership with [brand]” on their posts?
Every brand knows where the consumers are and that is social media.
So what are brands doing in order to target the consumer? They use ‘Influencers’ with large followings to advertise their products for them. Our favourite celebrities give their recommendations on products and tell us where to buy them, and what code to use to get some £££ off.
I did a quick bit of research on a couple of ‘influencer’ Instagram accounts on the percentage of their posts that they were paid or gifted for based on their last 12 posts. Ex Love Islander Elle Brown, had 66% of paid for posts. Another ex-islander Dom Lever, had 50% of paid for posts, Geordie Shore veteran Marnie Simpson had 40% and Katie Price had 33%.
Consumers are not stupid and are growing more aware of targeted ads, and honestly, how annoying they can be. If you’re going to buy something, you will buy it because you want/need it, not because it has appeared on your past 5 Instagram stories and google searches.
How much influence does an influencer have?
Think about the brands you like and consistently buy from, what do you like about them?
Do they use z-list celebrities to promote them?
One of my favourite brands is Maniere De Voir, I like them because they are not fast fashion, they have good quality and unique products, and they really value their customers. They don’t devalue their product by constantly offering discount codes, and customers are rewarded for their loyalty.
Consumers are more aware than ever.
You can no longer use a ‘celebrity’ with a NAME10 discount code to convince them to buy your products or services.
As a business, you need to innovate and think out of the box. Set yourself apart from the rest. In the age of instant access to information literally at our fingertips, showing off the features of your products or services, no matter how great they are, is just not enough. You must express the ‘WHY’ of your business.
If you don’t know the purpose, or your company has never really established it - you may find yourself in big trouble. Sooner or later, the quality and uniqueness of your offering will not be valid anymore - and your customers will move towards brands which advocate their own internal belief system, through a clear expression of their values and mission.
The more you understand the people dealing with a problem, the better position you are in to sell your solution. The more empathetic they see you are, the more likely they'll listen to you, and eventually buy from you. This approach is nothing new.
You can see this being a movement and the backbone of digital transformation for well-known brands.