Consumers today have unprecedented access to an endless supply of information and opinions, resulting in dynamic shifts in their purchasing behaviors.
We live in the age of the empowered and always-on consumer, largely because social media has made it easier than ever for people to share their thoughts with a wider audience.
Social media is a staple in our daily routines–in fact, some studies report that people check their social accounts up to 17 times per day, with Generation Z spending a whopping nine hours per day consuming media, according to Common Sense Media.
But society?s addiction to social media has made it extremely challenging for brands and marketers to know which channels to be on and what content will inspire action in their target audiences. With only one brand message, how can brands be nuanced enough to effectively communicate with consumers who constantly change their interests, preferences and behaviors" When used correctly, influencer marketing can solve this challenge by serving as an always-on content lab.
By design, influencer marketing and content creation go hand in hand, which makes influencer marketing especially appealing to the 50 percent of business-to-consumer marketers that cite creating engaging content as a top challenge.
A strategically constructed influencer marketing program can reach millions of targeted consumers through thousands of pieces of user-generated content, all put into market at the same time and then tested ...