How influencer marketing is building trust between brands and their consumers
Influencer marketing is predicted to generate a USD15 million spend in 2022. Short form content platform Tiktok have seen exponential growth following popularity during the pandemic. The app along with its viral creators have contributed to how brands are reshaping their advertising methods and messaging.
Gen-z have become the generation who value authenticity over gimmicks. Through the lengthy period of isolation during the pandemic, and a craving for new entertainment, the general public resorted to short form video platforms such as YouTube and Tiktok. Seeking creative output, individuals shared their talents and hobbies with the world, making Tiktok the second most downloaded app in 2021. Continuing to grow in 2022, brands have seen the popularity of the app, utilising the viral talent and high follower counts to create a direct line to their consumers.
Whilst Tiktok’s 1billion active monthly users, as reported in January 2022, have drawn attention to viewers favouring content from creators that reflect themselves, Instagram still comes out on top for their approach to brand collaborations. With app features targeted specifically for advertising and partnerships, the subsidiary of Meta allows creators to generate links for their marketing obligations, and use elements for boosting engagement with their content. Affiliate linking shows patterns of continued increase, with 130 million users of the app interacting with shoppable posts each month. This not only allows brands to bring awareness to their products but gives creatives the opportunity to financially gain from their involvement with the promotional process.
RyanAir was one brand that saw significant engagement on Tiktok. With flights prohibited during the pandemic, airlines saw little use for promoting their services. But to keep interest, the short journey airline used memes and viral sounds to approach its youthful customer base. By using a member of gen-z to develop content, the end result is tangible for the predominant Tiktok audience. With 1.7 million followers and a high of 16.5 million likes from their audience, the brand is amongst many who have opted for a shift from the traditional means of advertising.
As apps like Tiktok and Instagram continue to develop cross-generational engagement, the use of influencers for marketing strategies creates a trustworthy link between brands and their consumers. Short form video platforms have set the perfect example for how content creators are the perfect vessel for advertising. From high end designer brands to fast food restaurants, agencies are reaching out to their expansive talent pools of creators with their own fast-growing global reach. But where is the line drawn? What happens when the products being promoted by these relatable creators are no longer in reach for their everyday audiences?
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