Jenny Tsai, CEO of WeArisma, emphasizes the shift in consumer behavior from traditional search engines to social media for discovering brands and products. With 48% of Gen Z finding new products through influencers, Tsai highlights the importance of ranking on social feeds. As influencer content grows, businesses must adapt their strategies to enhance visibility on platforms like YouTube and TikTok, paralleling Google’s search ranking strategies. Earned influence analytics provide valuable insights into a brand’s prominence on social media, guiding brands to optimize their performance.
Published On: May 11, 2023
Jenny Tsai: “The nature of how consumers search for things has changed. Google used to be the first port of call, today billions of consumers start their purchasing journey much earlier on.
They discover brands and products on their personalised social feeds recommended by influential third-party sources, such as the press, influencers and celebrities.”
“48% of Gen Z say they discover new products through influencers and this number will only continue to grow. Much of this content is now in the form of review and how-to tutorials in videos, whether on YouTube or TikTok”
“With the growing prominence of influencers’, where products rank amongst social feeds is vital. Businesses must build a strategy to improve their performance in a similar way to Google’s ranking.”
And while it is easy for a brand to identify whether they’re on the first or fifth page of a Google search, earned influence analytics offer similar insights into the prominence of the brand and its product on social feeds, so they can build a strategy to improve their performance going forward.
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Both influencer marketing and traditional advertising can achieve broad reach and foster trust—yet they do so with different strengths and challenges. Influencer marketing builds trust through personal, authentic endorsements that resonate with targeted audiences, often leading to higher engagement and a sense of community. Traditional advertising, on the other hand, leverages the credibility of established platforms and can quickly raise brand awareness across a wide audience.
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