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Why You Should Use Student Influencers in Your Youth Marketing

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British American Group / 27.12.17 / Industry

The concept of influencer marketing is not a new concept; brands have been partnering with influencers for decades to help promote their brand and products to an audience that they themselves do not have authority in – but the influencer does.

Student influencers break the standard sales cycle. Brands are no longer relying on reaching out to their desired customers directly but rather in a less formal way with the use of a student influencer. It is natural that we connect better with people who understand us and are similar to us, so student influencers can engage in a whole different way that your brand can’t alone.

Youths don’t like to be sold to. They like to shop with the brands they love and do their own research into where to shop next. This causes big problems for businesses that don’t have student influencers as part of their youth marketing strategy as this demographic are avid ad-blockers. This doesn’t mean that youths don’t like to spend, because they do, they just like to feel as though they are in charge of their buying habits and don’t want to feel influenced.

Partnering with a student influencer can help put your brand on the map. Partnering with an influencer who can share their honest and positive feedback on a service or product of yours that they have used can be extremely beneficial for your youth marketing strategy as youths can relate to this person and don’t feel like they are being sold to but more so being recommended a good product by a peer which is an underrated piece of marketing. Word of mouth in this field is a tactic that cannot be faulted; if they feel like this student influencer who they can relate to has improved their daily life with your product/service then it is more likely they will engage with you than if you posted an ad on Facebook directly targeting them.

You don’t need to work with an A list celebrity or a well-known vlogger to encourage students to shop your latest release or visit your new store. There are a number of factors which can influence buying behaviour including bloggers and celebrities, but also the power of word of mouth between peers and those of a similar age group. Student influencers have higher levels of engagement with youths than celebrities because youths can relate to them and find them more authentic as well as a high percentage of their following being the demographic you want to reach.

Looking for more information on our youth marketing services? Start targeting one of the most influential age groups by contacting one of our marketing experts at British American Group on 0121 616 2211 or email us at hello@group.ba