With the rise of social media influencers affecting marketing techniques, businesses are embracing this new facet of online business sales. Many modern-day businesses have simply evolved their marketing tactics from traditional to digital with ease. However, the introduction of influencer-based marketing introduces a very new technique to the discipline of getting an audience to purchase a product.
However, one of the most egregious missteps that companies make when dealing with influencer marketing is not using it to its fullest potential. For influencer marketing, the keywords should be fun, organic and engaging. As such, a brand’s use of influencer marketing should focus on being memorable and unique without sacrificing the influencer’s genuine appeal. But how does a company achieve this while trying to market its brand?
These business leaders from Ad Age Collective understand all the nuances of influencer marketing for promoting a brand’s image. We consulted them about some of the most unique and effective uses of influencer marketing they’ve seen and what made them memorable. Here’s what they told us.
1. Connecting with subscribers in organic, fun ways.
In a crowded subscription box marketplace, FabFitFun stands out. The brand focuses its marketing budget on influencers, connecting these advocates with potential subscribers in organic, fun ways. As a result, it’s driven a 300 percent sales growth annually. – Chad Robley, Mindgruve
2. Finding micro niche areas and owning them.
Influencer marketing has entered its next phase where brands must go beyond pay-to-play influences. Instead, brands like Buick went after “Pinfluencers.” Pinterest influencers were asked to create boards expressing their personality and lifestyle. One winner’s work would be used to design the next Encore model. The high-level connection with influencers resulted in a strong end-user connection. -Arjun Sen, ZenMango
3. Appearing out of context for a good reason.
The Foodgod’s Instagram account claims the influencer eats out 365 days a year! Not surprisingly, when he introduced fans to his new venture OceanBox — sustainable, restaurant-quality seafood to your door — it was a surprise to see him in his kitchen. The video, titled “Stay Home 20,” was both an introduction to OceanBox and a way to publicly encourage people to stay home to help flatten the curve. -Lana McGilvray, Purpose Worldwide
4. Winning hearts by being self-deprecating and self-referential.
Influencer endorsements have become par for the course for marketers. With distrust of messaging directly distributed from brands, it makes sense to turn to trusted sources. Enter Aviation Gin. Ryan Reynolds’s parody of the concept of endorsement-based advertising ironically makes it a very effective piece of influencer marketing. It’s ridiculous and we enjoy a brand that can recognize that. – Patrick Ward, Rootstrap
5. Showing 100% commitment to breed unique competence.
Caulipower built a $100 million+ brand almost overnight using only influencer marketing and social media. Gail Becker, Caulipower’s founder, used many influencer marketing tactics, but what was unique was the total commitment to influencer marketing as the marketing strategy. Kylie Cosmetics is a similar story, though built off an existing brand. Commitment breeds unique competence. – Dan Beltramo, Onclusive (formerly AirPR)
6. Enabling earned authenticity.
Budweiser’s TagWords video is a fantastic example of influencer marketing — it’s less of a $ponsor$hip (hijack) of opinion, and more of an attempt to capture an authentic choice by incredible music artists! Bravo Budweiser and bravo Africa (the agency) — you’ve earned it. – Marcello Magalhaes, Speakeasy – Knowledge Brokers
7. Creating genuine connection and trust.
Finding an influencer who is already a consumer and advocate of the product is key. Nick Offerman is a great example with being a fan of J-B Weld before he started working with the brand. The audience genuinely connects with Nick and his love of J-B Weld because it’s authentic. He’s a professional craftsman and woodworker, so the trust is there. – Jessica Hawthorne-Castro, Hawthorne Advertising
Depending on their age and stage of life, the nation’s two youngest generations are getting a first taste of what it’s like to be a remote worker, home-schooling parent, or web-only shopper. Within a very short period, the way Millennials and Gen Zs buy products and consume media also has changed dramatically. And while many of these shifts — such as the changes to their media habits — can be attributed to the global pandemic, some of them may be here to stay.
“When U.S. advertisers pulled back spending dramatically in March, one of the earliest noticeable effects on the display ad market was falling CPMs (the price of 1,000 advertisement impressions on a single webpage),” eMarketer reports. Concurrently, marketers were lowering their demand for ads and consumers were spending more time on social and traditional media properties, thus increasing the supply of impressions.
“Where we’re getting the demand right now is from people who are driving sort of more online conversions, direct response, so it’s not like we’re seeing a shift of reach and frequency dollars to us,” Facebook’s Dave Wehner said in an April earnings call. “I think what we’re seeing is people who are driving the kind of direct response actions taking advantage of low prices.”
Feeling the Impact
With COVID-19 affecting all facets of everyday life, it’s no surprise that marketing is also seeing the dramatic impacts of the pandemic. And while some of the changes simply solidify what was already happening in the market, COVID is definitely adding more fuel to the fire. For example, TikTok has become a household term in a world where just a few months ago the typical parent was unfamiliar with the short-form mobile video platform — a platform that has become a viable channel for reaching younger consumers. The youngest Gen Zs are likely getting as much socialization as possible on platforms like TikTok and Snapchat, all while binging on Netflix as they wait out the COVID-19 threat and state shutdowns.
The crisis is going to change consumers across all age groups, and no one knows for certain what the total impact will be. What we do know is that the shifts are already starting to happen, as evidenced by the TikTok videos featuring parents and their children dancing together, and the fact that Instagram Stories usage is up 15% since the outbreak. These and other platforms are keeping people connected, and they’re also presenting new opportunities for marketers that need ways to reach their youngest consumers.
TikTok added over 12 million U.S. unique visitors in March, reaching 52.2 million, according to eMarketer. “TikTok has been on a growth spurt for several months, even before the pandemic,” the firm points out, adding that as of October 2019, TikTok’s app and websites had 27 million unique visitors, with the app alone accounting for 18.6 million. “But the month-to-month growth between February and March was particularly notable in comparison with previous monthly gains.”
What Are Gen Z and Millennials Up To?
In surveying Gen Z about its routines, media habits, and lives during the viral outbreak, Brainly found that most are turning to social media to pass the time and stay connected, with Instagram, Snapchat, YouTube, and Facebook getting the highest marks from this generation.
Here are other important, COVID-related trends that Hawthorne Advertising has been tracking internally:
In terms of social media, Millennials are gravitating toward Instagram and Reddit.
There’s also been a big uptick in Twitch usage over the last two months, with live performers among the most active participants on that platform.
More Millennials are using YouTube as an information source during the pandemic.
Zoom has emerged as the videoconferencing platform of choice for Millennials.
Services like Netflix and Amazon Prime are popular “binge” targets for both Gen Zs and Millennials.
Fans of Instagram, TikTok, Hulu, and the Amazon Firestick, Gen Zs are receptive to pre-roll ads and other targeted advertising approaches on these platforms.
Gen Zs are also using GoToMeeting, Zoom, Houseparty, Facebook Messenger, and FaceTime to stay in touch with friends and family during this period.
In assessing Gen Z and Millennials’ post-quarantine media habits and content consumption, YPulse says Netflix will be their must-watch TV platform of choice, but notes that social media content could begin cannibalizing the time these younger generations spend on streaming services.
“While streaming services are reporting massive numbers of new subscribers, our data indicates that the real winner of quarantine viewing is social media,” YPulse reports, noting that a recent survey found that 48% of 13 to 39-year-olds are watching more videos on social media during quarantine, and 40% are now watching videos weekly or more on Instagram (compared to 34% in November 2019).
Get Ready to Turn on the Dime
For marketers who are trying to wrap their arms around these shifts, the best strategy is to embrace the changes and take careful note of their pace of acceleration.
Understand that when we emerge from this crisis — whenever that occurs — you’re not going to be operating in the same world that was put on pause in early-2020. Marketers also need to consider more targeted and customized messaging, as well as dynamic creative optimization, to maximize the engagement with Millennials and Gen Z audiences.
Consider this: In a recent DoSomething survey, 75% of Gen Zs said the top action they wanted to see from brands was ensuring employee and consumer safety, with 73% wanting brands to protect their employees financially. Brands that share positive messages on social media while failing to support their staff are being noticed, Vogue Business reports. “If you’re not authentic, Gen Zs will be the first to raise a red flag. If you are trying to take advantage of the moment, you will lose them so fast.”
Educate yourself on these changes, test out some new strategies, and strap yourself in. It’s going to be a rollercoaster ride filled with both challenges and opportunities, the latter of which will be most available to the companies that stay flexible and fluid enough to turn on a dime right along with their target audiences.
Generation Y, or better known as Millennials, has been the apple of every marketer’s eye with 73 million strong, and spend a collective of $600 billion annually in the U.S. Now this group who is 24 to 39 years in age and a formidable force across all consumer markets, has another generation at their heels, Generation Z. And it is crucial for marketers to hone their strategy for communication with both Gen Y and Gen Z consumers.
As marketers continue developing and refining their Millennial-targeting strategies, they are now shifting their focus to Gen Z. This group of anyone 23 and younger is now coming to financial maturity, and consists of a massive and influential cohort made up of 65 million individuals. According to Gen Z Insights, as of 2020, this generation makes up 40% of all consumers in the U.S.
This youngest generation will soon outnumber the Millennials, and graduate from allowance-based buying power, bringing their own likes, dislikes, and opinions with them. But if there’s one thing that marketers should know about both Gen Y and Gen Z, it’s this: Don’t assume these are just huge, homogeneous groups who will respond to generic marketing messages.
The Millennial who turns 40 next year, for example, will have decidedly different media consumption and buying habits than, say, a 25-year-old who is just beginning to sort out life’s intricacies. Geography, gender, education level, income, and other individual attributes all have to be factored into the equation when targeting these broad, generational segments. Skip this step and you could find yourself wasting money, time, and energy chasing down way too large of a potential customer segment.
Apple, Xerox, and Nike have all found innovative ways to carve out specific niches within the larger context of both Gen Y and Gen Z. According to YPulse’s latest “youth brand tracker,” for example, YouTube, Nike, and Snapchat are the top three “top cool brands” for Gen Z, while Nike, Netflix, and Savage x Fenty claim the top spots for Gen Y.
Let’s dive into exploring generational segments, identifying some incorrect assumptions marketers make when tailoring their messages to Gen Y and Z, and highlighting some of the most effective platforms for getting messaging across to the nation’s two youngest generations.
Effective Platforms for Messaging Gen Y and Gen Z
Here are the main platforms that marketers use to deliver very targeted messages to Gen Y and Gen Z:
Connected TVs and Devices. This includes any TV or device that’s connected to the Internet and allows users to access content beyond what’s being shown on screen at the time. Connected advertising is an extension of the traditional TV buy that complements a brand’s existing presence on a specific platform. The connected nature of this medium allows companies to measure their reach and frequency across all devices, drill down into specific audience segments (i.e., iPhone users between a certain age range) and gain insights across the full customer journey.
Instagram. Not limited to celebrities who upload their well-posed vacation photos to the platform, Instagram’s photo-and video-sharing social network is actively used by nearly three-quarters (73%) of Gen Z adults (ages 18 to 23 years old). This presents a major opportunity for marketers who want to get their products in front of these young consumers, and who start forming bonds and creating brand awareness with these young adults early in their lives.
TikTok. A social media app where Gen Z vies for 15 seconds of fame on the small screen, TikTok is the fastest-growing social media app, with about 500 million regular users. Users post 15-second videos on the app, which is estimated to have been downloaded more than a billion times on app stores. Marketers can use TikTok to create a channel for their brands and then use it to upload relevant, engaging videos. They can also tap into the platform’s large “influencer” base and leverage it to expose their content to a broad, yet well-targeted, audience of Gen Z consumers.
YouTube. This well-established video-sharing platform has 2 billion users who log in on a monthly basis, including the 81% of American 15 to 25 years old. Among 18 to 34 year-olds, the platform is the second most-preferred platform for watching video on TV screens. With people uploading 500 hours of video every minute, the platform is pretty cluttered. Standing out and growing a YouTube channel requires a targeted approach that includes a unique channel name, a good viewing experience across all devices, calls to action (i.e., to subscribe, share videos, etc.), and incorporating the channel into emails, blog posts, and other social media posts to improve its ability to be discovered.
SnapChat. With 51% of Gen Zers viewing their generation as more creative than any of its predecessors, social apps like SnapChat give them the space they need to be creative in the digital world. They use it to create videos, share images, communicate with friends, and share moments throughout their days. Marketers can harness this platform to post their stories, push out user-generated content, and connect with influencers. For example, Taco Bell was an early SnapChat user that leveraged the platform’s storytelling capabilities to spread the word about new products.
Additional Social Media Channels. As a whole, social media has opened the doors for marketers who can creatively use platforms like Facebook, Twitter, and Tumblr to connect with their audiences, build their brands, drive website traffic, and grow their sales. Because each platform has its own mission, goals, and user base, the companies experiencing the most success on social media are the ones that take the time to segment their audiences and use very specific targeting strategies for those consumers.
The Power of TV and Mail
In the rush to select platforms that they think Gen Y and Z naturally gravitate toward, marketers often overlook the power of TV, direct mail, and other mainstays. They wrongly assume that these channels don’t work with younger audiences, but they shouldn’t be overlooked.
In a world where Nielsen says U.S. consumers spend nearly 12 hours daily across TV, TV-connected devices, radio, computers, smartphones, and tablets, the opportunity to engage the younger generations from different angles definitely exists.
Americans aged 18 to 34 watch a daily average of just under two hours of traditional TV and spend an additional hour per day using apps and the web. Consumers aged 12 to 17 watch about an hour and a half of TV daily. Craving personalized, non-digital experiences, younger generations spend about 9.7 minutes reading mail daily (versus about 8 minutes for both Gen X baby boomers).
These numbers translate into real opportunities for marketers that take the time to segment their audiences versus just lumping them into different generational groups. Where you still need a presence on mass platforms like TikTok and Instagram, for example, the messaging itself must be customized, targeted, and experiential.
Not Just Another Number
Marketers who overlook traditional platforms just because they assume Gen Z or Gen Y can only be reached on pure digital platforms are setting themselves up for failure. That’s because both generations are obviously still digesting video content, movies, and TV series via cable, a connected TV device, or on a platform like YouTube.
Target your audience properly, customize it for that consumer group, sell that group an experience (not the product itself), and you’ll come out a winner.
Regardless of which platforms you’re using, remember that Gen Z and Gen Y aren’t cohesive, homogeneous groups. As you use geotargeting and other strategies to segment your audience, be sure to personalize your messages in a way that makes your customer feel like a VIP — and not just another number.
Social media is an important part of any company’s marketing strategy. While social media savvy helps promote brand recognition and overall success, one misstep can bring a business unwanted attention—even national infamy.
As industry experts, the members of Forbes Agency Council have seen their share of social media faux pas. Below, 14 of them share some of the biggest mistakes to avoid on your social channels.
1. Inconsistency In Posting
The biggest faux pas is inconsistency. If your company can’t provide consistent, relevant content, then you’re better served—in terms of brand positioning—by not using social media at all. – Gordon Andrew, Highlander Consulting Inc.
2. Seeming Disconnected From The World
Too often, companies are so focused on their own messaging and goals that they come across as disconnected from what’s happening in the world or industry. Especially at a time like now, it’s so important for companies to start by listening, paying attention to what others are saying and exhibiting the appropriate level of empathy. Doing the right thing is as important as saying the right thing. – Matt Berry, Conversion Agile Marketing
3. Engaging Haters
Sometimes the simplest advice is truly the best: If you’ve made a misstep online, apologize and move on. If you take time to engage the social media haters, the fight will never end. There are professionals whose job it is to do this for a living. Other people have too much time on their hands and simply no empathy or filter. Don’t make their problem your problem. Apologize. Move on. – Megan Cunningham, Magnet Media, Inc.
4. Sharing Polarizing Content
First, steer clear of political or religious opinions in general—this should go without saying. Second, be careful when trying to be humorous or catchy by posting “too soon” when it comes to current events. Third, remember that social posts will live forever in some form, so if you can’t stand by your words forever, then you need to reconsider that post. – Bernard May, National Positions
5. Failure To Understand Your Audience
The vast majority of social media missteps are a result of not understanding or considering your audience, the global landscape or both. Poor attempts at humor, a statement that does not reflect the beliefs of your audience or poor handling of an issue can all lead to public consternation. Avoid “hot takes” and speak authentically and true to your brand voice to avoid those faux pas moments. – David Harrison, EVINS
6. Being Self-Serving
Being conscious and appropriate to what is happening in the public domain is critical when posting socially. For instance, in our current health and economic crisis, posting things that do not acknowledge it or take it into consideration would seem self-serving and inappropriate in a time of need. – Jessica Hawthorne-Castro, Hawthorne LLC
7. Letting Quality Slip
It almost always comes down to common sense. The problem is that these things usually come up when social media managers get relaxed about making sure everything goes out right. As long as you keep your quality standards up for every tweet or post you send from the company’s accounts, these unfortunate mistakes can be avoided. – Dmitrii Kustov, Regex SEO
8. Acting Opportunistically
One of the biggest missteps in social media is trying to be opportunistic or lacking empathy about the current conversation. Understanding a trending topic and wanting to join the conversation makes sense if you’re staying true to your brand values. But simply pretending to be informed or to care to get your name out there can have disastrous results. – Jessica Reznick, We’re Magnetic
9. Not Monitoring Response
The best thing you can do is monitor the comments. If the comments are positive, then that’s great. If they’re negative and it’s not being monitored, it’s going to look worse. It would seem as though you’re promoting something that people want you to take down. This can be avoided if you monitor it. Do it not just once a day, but multiple times a day. Update the ad and listen to your audience. – Solomon Thimothy, OneIMS
10. Too Much Self-Attention
One of the biggest mistakes on social media is the fact that there is too much self-attention happening out there. What that means is that it is necessary to know the right blend of personal and promotional content. You must give to the community to make sure that you have a responsible balance in the mix. – Jon James, Ignited Results
11. Political Posts
Unless you are a news organization or work in the political world, bringing politics into your posts should be avoided at all costs. Getting political can alienate a lot of your customers and clients. Always steer clear of talking politics. – Zachary Binder, Bell + Ivy
12. Capitalizing On A Serious Matter For Marketing Purposes
The biggest faux pas a company can make on social media is being apathetic to what is happening in the world. Capitalizing on a serious matter for marketing purposes is a great way to bring unwanted and oftentimes detrimental attention to your business. Double-check your content and look at it from all angles to ensure your message can’t be construed in a negative light. Empathy is always key! – Tripp Donnelly, REQ
On social media, it’s essential to build relationships with customers. If a company is too self-focused or is tone-deaf to what its market wants, needs and seeks, its presence will not be valuable or brand-building. Social media should be outward-focused interactions (“What can I do for you?”), not self-focused. It’s about relationships above all else! – Lynne Golodner, Your People LLC
14. Running Away From Attention
Never run away from attention, whether good or bad. If there is negative attention on you or your business on social media, address it. Whether it’s an irate customer, viral clip or other potential mishap, identify it and address it in a genuine and empathetic way. Be open to bad attention and take it as a lesson to learn from. It’s also something others can learn about how you and your business handle situations. – Tony Pec, Y Not