Date Posted: Tuesday 14th January 2020
Influencer marketing agency, Influencer Matchmaker has outlined why people are increasingly ignoring ads in preference for influencers. Amelia Neate, an expert from Influencer Matchmaker, has warned that while ignoring ads has become easier than ever for potential buyers, influencers, equipped with personality and creativity, are the sales tool that every retailer should invest in.
Amelia has analysed the following:
With Facebook and Instagram having a combined worldwide active monthly user pool of three billion, they are the obvious go-to platforms for advertising. Facebook and Instagram tend to select advertising content based on a person's activity and preferences. Those adverts are driven by data, whether that is location, demographics, interests, liked pages or behaviour.
But personalised targeting is irritating and 49% of consumers have reported they find brand-created ads "annoying or irrelevant." Many of us don't update our ad preferences or information on our social media platforms so the ads may not be relevant.
Influencers' audiences, on the other hand, has already established an interest in the content they are posting, making them a powerful tool. Through interaction influencers build connections and their audiences feel valued.
With the ability to use online location services to target ads to households, adverts can spark concerns over security, with many consumers believing that they are being listened to through their devices. As consumers are becoming more concerned with controlling their online data and identities, they are more averse to being targeted with sponsored content and obvious advertisements.
Influencers have gained trust and authenticity and are more discreet with product placement, even though they must disclose gifted or paid content.
Adverts on social media can have a reputation for being too pushy. They often highlight a sale and use terminology like 'great offers' and 'buy now,' plus they are listed as 'sponsored' and are instantly recognisable as an advert. All adverts must adhere to the Advertising Standards Authority (ASA) guidelines and, although influencers must declare all paid for or gifted partnerships, they are still more persuasive.
Offering a human element makes them more relatable, natural and less obvious, even with the use of hashtags such as #gifted and #AD.
There is a psychology to scrolling on your phone on social media. Within your feed, a familiar face or filter will encourage you to pause while ads may appear to look like junk content if the image isn't grabbing or recognisable.
The key to successful selling is audience interaction. Pages and posts that generally don't see any engagement and, more specifically, comments are seeing less and less traction. The same goes for advertisements. Audiences build a friendship with the influencers they follow, many of them ask for and give advice and opinions to and from their followers, which prompts a conversation and shows an interest in them as people.
Retailers need to start meaningful conversations with their consumers which can't unfold easily through digital advertising. Robert Lockyer, a retail expert in the luxury retail sector said: "We've seen a shift in what retailers want to promote via their social presence. Consumers are connecting with and repeatedly buying from brands that share the same values as them."
For more information please visit influencermatchmaker.co.uk.
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