As social media influencer marketing budgets continue to grow accordingly billions of dollars – with Instagram leading the way and TikTok growing rapidly – it’s clear that influencers and digitally native content creators are now a cornerstone of many consumers’ lives.
And while social media has traditionally been a place to collaborate and interact with influencers, half (51%) of consumers now admit they are more likely to engage with a product if a related ad is endorsed by the creator, regardless of media type.
This is according to MediaCom’s ‘Breaking Tradition: The Power of Creator Integration with Traditional Media‘ report, which surveyed over 2,000 Internet users aged 16 to 64 in the UK and US.
The study reveals the impact that influencers have on traditional media, with more than half (59%) of consumers who read physical newspapers and magazines on a daily basis admitting to having bought something promoted by a creator, followed by podcasts (58%) and online print ( 56 %).
Moreover, the purchase intent of traditional media consumers is higher than users of most social media platforms. Of those who follow a creator on social media, fewer Twitter (58%), Facebook (57%) and Instagram (56%) users have purchased something the creator promotes. Only Pinterest (71%) and TikTok (61%) users report being more likely to purchase items promoted by influencers than traditional media.
And despite the prevalence of social media, TV remains a powerful way to engage with consumers, with Gen Xers and Baby Boomers twice as likely to recall seeing partnerships on TV than Millennials and Gen Z. Additionally, nearly half of consumers (46%) say that they are very likely to engage with the brand if they see an ad with the creator while watching TV.
Emily Trenouth, head of influencer marketing at MediaCom, said: “There’s been a lot of buzz around the role of influencers in social media, but it’s clear that traditional media can have almost the same impact on consumers when influencers and brands work together. Creators become the driving force behind brand relevance and engaging with consumers in a trusted and meaningful way, ultimately resulting in better performance. And because of that, brands need to realize that there are tons of opportunities to do exciting work with influencers outside of social media.”
Overall, consumer exposure to influencers is fruitful. Over two-thirds of consumers report seeing a collaboration between a brand and an influencer every week, and one in five have seen one in the last day. Awareness is even higher among younger generations, with 73% of Gen Z and 70% of millennials seeing creators and brands collaborate every week. And there’s a significant portion of older generations who see these collaborations as well, with 61% of Gen X and 42% of Baby Boomers following social media creators online, noting partnerships weekly.
The relationship between influencers and consumers also plays a role in how successful brand collaborations are.
More than one in two (55%) consumers would be convinced to buy from a creator who is knowledgeable about the product they’re promoting, while consumers who bought after seeing a creator promote a brand are 72% more likely to buy if creators show research which they previously carried out. Finally, a third (30%) of consumers believe that a long-term relationship between a creator and a brand gives them confidence when making a purchase.
This not only highlights the importance of maintaining a close relationship between users and influencers, but also reinforces why creators must be involved in marketing and branding early in campaign planning.
Seeing a creator outside of their usual social media home can also generate additional awareness among different audiences, with 43% of those who like seeing a creator featured in online magazines such as Stylist, Men’s Health and Cosmopolitan claiming it was because of its ability to attract their attention. . And major brands are noticing: Durex recently used influencers to help promote its ‘Fit Matters’ campaign, which included heavy out-of-home ad placements.
Trenouth continued: “Social media brand collaboration uses people’s expectations to build brand awareness, instant brand research opportunities and more in-depth brand information from creators. Smart brands will be able to reach new audiences and improve efficiency by moving digital talent out of home, print and TV. The best strategies integrate true creator storytelling into brand messaging and further amplify creator content across multiple channels to achieve scale and impact.”
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