Over the last couple of years, brands have seen an increase in sales through their Instagram account.
Yet the sales are not coming directly from branded content. They are coming through influencers.
Let’s face it, there has been a growing mistrust in brands among American consumers for the past decade.
Respondents polled by Trinity Mirror Solutions found that 42% of consumers in the US distrust brands and 69% distrust brand advertising.
A lack of trust in brands has not deterred US consumers from spending. On the contrary, consumer spending hit $14.25 trillion in the first quarter of 2019. That’s 68% of the US economy.
Consumer purchasing decisions are typically influenced by peers. Studies have shown that reviews matter, shoppers gather recommendations from mixed sources and crowds lead the way to buyer preferences.
Why Social Influencers?
Social media influencers are proving to be a powerful marketing tool. In 2018, 39% of marketers planned to increase their marketing budget on influencer marketing.
The shift is happening for good reason.
A Study by TapInfluence showed influencer marketing is 11 times more powerful and Tomoson revealed some businesses are making as much as $6.50 for every $1 spent.
Social influencers have built up a personal brand by engaging audiences with regular posts and organic content. Companies that seek to utilise the power of Instagram influencers tap into a ready-made audience that come from a trusted source.
At Big Crowd Media, we have found that influencers can redirect a significant portion of their audience to brands just by publishing one picture post and two stories.
For example, if we are working with an influencer with 20 million followers, brands can attract around 600,000 more followers.
The other advantage of influencer marketing is that celebrity endorsements are not as obvious as traditional online ads.
Consumers don’t trust ads, but they do trust recommendations from trusted celebrities they follow on Instagram.
Instagram is the most popular social media platform for audience interaction. The lion share of Instagram’s audience is millennials who have been brought up on social media etiquette and understand that “sharing is caring.”
As a matter of fact, user engagement is 58 times higher than Facebook and 120 times higher than Twitter.
Furthermore, Instagram has added a raft of marketing tools that enable business to measure engagement, drive traffic and make increase sales.
Instagram is known to influence how shoppers behave and more than 72% of users report the platform has influenced their purchasing decisions.
In its own right, Instagram is a powerful platform. Check out these statistics:
Instagram has more than 1 billion monthly active users
The average time spent in the app is 55 minutes a day
80% of Instagrammers follow a brand
There’s no doubt that Instagram influencers are the best marketing channel for brands. Big Crowd Media can give you access to celebrity influencers for a fraction of the cost.
Do you want to increase your Instagram following for your brand? Contact us.