Since Hart was founded in 1965, there have certainly been major milestones and challenges in the marketing industry along the way. However, I’m sure most of you will agree that our industry, specifically in the agency world, is bridging into a pivotal era. Technology is evolving faster than ever before, new marketing specialties and practice areas are emerging and, in part due to the pandemic, brands are leaning on agencies more than ever to fill roles they are no longer filling in-house.
The pandemic has created an uptick in social media activity, with 32% of polled social users in the United States reporting an increase in their social media activity. This added activity and attention have put pressure on brands to deliver value to followers. With the need for brand authenticity and the rise in socially conscious spending, brands are trusting the guidance of influencers for their products. In fact, 63% of consumers trust influencer opinions more than testimony from the brand itself and 58% of consumers have purchased products because of an influencer's recommendation.
Influencer marketing is not a trend; rather, a sign of a greater shift in the priorities of consumers and the direction of marketing campaigns. According to Influencer Marketing Hub, this market is expected to grow in size from $9.7 billion in 2020 to $13.8 billion in 2021.
Ideally, the use of an influencer should be symbiotic for companies and consumers. The companies create brand awareness and extend their reach while consumers gain trustworthy and knowledgeable information about a service or product. Utilizing an influencer research tool like Upfluence can identify the saturation of influencers (i.e., how many other brands are actively linked with that individual), as well as other factors like message/imagery engagement.
When assessing successful marketing, the strategies associated with influencer relations and activations cannot be ignored. Recently, Hart Copywriter, Social Media & Content, Caeli Barnes moderated a sit-down with Associate Creative Director Jeff Payden, Senior Account Executive JoAnna Sorosiak and Senior Strategist Sam Williams to discuss and gain perspective into the world of influencers and their role in advertising.
Recently, we addressed the importance of social listening – specifically, monitoring what people are saying about your brand beyond your owned social media channels – in our blog, Social Listening Part 1: Insider Tips to Get the Most Out of an Evolving World. Social listening can provide data-driven insights on your brand, competitors and industry trends. But more important, it can also alert you to a negative review, politically charged tweet or complaint about your product in a Reddit thread.
In Part 2 of this series, we continue our discussion with Digimind Senior Customer Success Manager, Strategic Accounts, Tony Calega, about the importance of adding social listening to your 2021 strategy. Hart partners with Digimind, a leader in social listening software, to provide clients with the full picture of how their brand is being discussed in the social landscape.
See a Potential Crisis Before It Hits
Unfortunately, there is no step-by-step guide for going viral on social media. If there were, everyone would be doing it. There is however, one constant among the posts that take off on the internet: authenticity. Regardless of the size of your brand’s platform, keeping your tone real and honest is the key to reaching beyond your audience.