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The Influencer Marketing Factory realized what motivates to follow a influencers.
Influencers play a key role and this is calibrated by the ability to communicate campaigns they have.
First Insight’s discovered the effect influencers have on consumers by generation, starting with Generation Z.
The influencers they have a unique weight in the market and when it comes to measuring their participation in it, there is a habit and it is the one that has to do with the diversification of strategies, based on the personality of consumers.
“During a survey carried out among consumers in the United States in March 2022, 26.6 percent of those interviewed who said they followed at least one virtual influencer, considered that they did so for the content.
The storytelling of their content was cited by 18.6 percent of those surveyed, while 15.5 percent of them said they considered influencers inspired them,” he explained. Statista when presenting the study The Influencer Marketing Factoryexclusively to platform subscribers.
Influencers and Generation Z
A study of First Insight’s gave an account of the influence that social media personalities have on Generation Z and the impact this has on consumption.
“We see that in the short term, the price would be a priority for consumers. Approaching the best offers through the correct channels will be essential, while better and innovative experiences will become more relevant among buyers’ preferences”, he added in this regard. Pablo Castellanosresearch director of Google Mexico.
Regarding the Hubspot study, the firm identified that in the face of an upward projection of Internet use, an interesting level of trust has been consolidated by audiences in influencers, who have become personalities of great value to the consumer and above all, in determining elements of the capacity of creativity in the market so that results are achieved from these connections between internet personalities and brands.
Faced with these objectives, brands have joined in an interesting exercise, as noted by the study of First Insight’s And it is the personalization of content, which is why now the narratives attract attention in the hands of influencers, because it is a very creative way of complying with this dosage of content based on measurable aspects such as the interest that consumer segments place in influencers, considering them a way for brands to personalize their content.
Understanding Generation Z and the role that influencers play in this segment of consumers define activities that have become central in the way consumers are involved in the market.
Having said this, it is interesting to innovate the traditional consumption scheme, following different rules that give a unique personality to the campaigns that are tested not only with influencers, but also with sports personalities, to whom the members of Generation Z are widely devoted.
Within this case we see the importance of brands like Under Armor investing in personalities like Stephen Curry in pieces that attract attention like “Will find a way”where we see the personality with very clear activations aimed at Generation Z, such as text messages or video calls.
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