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Gain valuable insights from Lindsay Motta, Senior Manager of Communications with over 12 years of experience in social media and influencer marketing.

Perspectives from Lindsay Motta | Brunner

Senior Manager, Communications

Lindsay  Motta

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In a <a href="https://www.forbes.com/sites/andrewarnold/2018/01/21/millennials-hate-ads-but-58-of-them-wouldnt-mind-if-its-from-their-favorite-digital-stars/?sh=28f091dd59ca" rel="noopener noreferrer" target="_blank">study conducted by the McCarthy Group</a>, 84% of millennials stated that they did not like or trust traditional advertising. Instead, they rely on social media and their favorite lifestyle influencers to inform their purchase decisions. Why? They’ve deemed these outlets more credible and authentic.Consumers often think of influencers as an extension of their friend group, so when they see a digital influencer posting about a product or service, they believe it’s genuinely a brand they use and recommend.<h3>Creating Large-Scale Repository of Branded Content</h3>In addition to driving brand awareness and consideration (and in many cases sales), influencers generate a large volume of high-quality, engaging content. They’re also more likely to provide brands with a wide variety of assets at an efficient cost.&nbsp;Traditional production shoots to build a versatile content repository can be expensive. A shoot designed to capture quality images of products, lifestyle photos with talent, and promotional content would require a large team and several days.&nbsp;Alternatively, social influencers who meet a brand’s requirements are much more economical and oftentimes successful. With a smaller budget, brands can provide influencers with a creative brief and negotiate usage rights to the assets they create. There’s always a time and place for production shoots, but when they’re not feasible influencer campaigns can augment traditional marketing efforts with a rather high return on investment.&nbsp;Influencers also have another advantage: they can leverage their expertise with social media to deliver unique content they know will perform well across platforms. According to <a href="http://www.linqia.com/wp-content/uploads/2017/12/Linqia-The-State-of-Influencer-Marketing-2018.pdf" rel="noopener noreferrer" target="_blank">a study by Linqia</a>, 51% of brands say digital influencer content outperforms brand-created assets.&nbsp;While influencer marketing suffers from challenges such as follower fraud and measurement debates, most will agree that the benefits outweigh the drawbacks. With growing pains in mind, the influencer industry continues to experience exponential expansion and a strong resonance with consumers. Influencer marketing isn’t going anywhere, and it’s becoming a tactic that your brand can’t ignore.&nbsp;Note: This article was originally published on October 3, 2019 and has been updated with new information for 2023.

<h2>Driving Organic Brand Engagement with Social Media Influencers </h2>When it comes to social media advertising, influencer marketing isn’t a new concept — especially for the millennial and Generation Z consumer.&nbsp;Influencer posts created by celebrities, athletes, and dedicated enthusiasts are easy to spot on Instagram feeds and the buzz they’ve created in the media can’t be ignored. Wondering about the power of influencer marketing?&nbsp;&nbsp;

Discover the power of influencer marketing and why it’s essential for your brand. Learn how to leverage influencers to boost your brand’s visibility and engagement.

Influencer Marketing: What It Is and Why Your Brand Should Consider It

Influencer Marketing: What It Is and Why Your Brand Should Consider It

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