Millennials are an opinionated crowd that enjoy being involved in brand conversation. They crowdsource recommendations from peers – influencing each other’s opinions on brands, which has left marketers with the challenge of leading the conversation.
For many, the solution has been to enlist the help of established internet influencers.
Social platforms are evolving to support paid campaigns to reach particular celebrities and marketers are responding innovative, new ways. Brands like Disney, Taco Bell and Major League Soccer have enlisted the efforts of Snapchat celeb Shaun McBride, “Shonduras”, to create and advocate branded content. Others have turned to video sharing platforms like Youtube and Keek to partner with popular personalities.
Brands have shifted to a more subtle approach to marketing their products by partnering with personalities with desirable fan bases. Digital stars like Tyler Oakley and Bethany Mota, aka MacBarbie07 have risen to Youtube fame and have since scored multi-million dollar contracts and sponsorships. In late 2013, teen lifestyle brand Aeropostale tapped Bethany Mota to curate a Mota-inspired clothing and jewelry line, while Tyler Oakley has hosted award shows and was invited to meet President Barack Obama at the White House.
Not far behind, the networks are jumping on board. Disney plans to roll out TV specials featuring internet sensations. ABC has partnered with six high-profile YouTube stars to promote the new series “Selfie.”
The goal of the advertiser has shifted from persuasion to influence. The goals haven’t changed–brands must offer a customer value in their advertising efforts–but the methods have become more nuanced, personalized and customer-specific. New methods of communication have made advertising a two-way conversation, where influential customers have the ability to bring unprecedented value to a brand on local and global levels.
Now it is not enough to just identify influencers… you have to identify the right influencers.
Through social network analysis approach, People Pattern is able to look beyond high follower counts to find people who are influential within a specific audience segment based on connections within that brand’s social graph. Marketers can use People Pattern to drill down into their millennial audiences, pinpoint local influencers within specific regions worldwide, and lead the brand conversation through the consumer voice.
Interested in learning more? Email us or request a demo below.
Images Courtesy of Forbes
Recent Comments