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University students using laptop in a library. Students working together on academic project finding information on internet.

Influencer Marketing To Millennials & Why It Works

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Marketing / 13.02.18 / Industry

Word of mouth marketing is priceless; studies have shown that 92% of shoppers believe the recommendations from their family and friends (Nielsen), making it one of the most valued marketing methods. Understandably, consumers are much more likely to trust the opinion of their peers than they are a targeted advertisement which is why many businesses are now investing in influencer marketing.

We have entered a predominantly digital age where word of mouth is even more prominent on social media, making social platforms so much more than a place to connect with friends but, to share product recommendations. In fact, 47% of millennials say social media influence the products they purchase (The Deloitte).

Brands continue to become more aware of influencer marketing and the impact it can have on sales from millennials to their businesses. An influencer is an individual who has a big presence and loyal following that value their opinions and are influenced to go out and try the product themselves.

According to Twitter “Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer”. Not only this but “60% of Millennials have said that they would try a product suggested by a YouTuber”

Influencers are a great tool for marketing communication that enables you to connect directly to the millennial market in a way that they like to be marketed to, rather than going in for the hard sell.

Top Tips

  •         Ensure there isn’t a mismatch between the influencer and your brand. The key is finding an influencer that fits into your brands’ ethos and has the right audience; you don’t want the influencer to be advertising your product to a group of people that aren’t the right fit.
  •         Be your authentic self rather than trying to be ‘trendy’, millennials can see right through your attempts to be relatable.
  •         Promote what you are good at! Everyone has a space on the market, so rather than trying to compete with your competitors with gimmicks, promote your key selling points and why they should choose your brand
  •         Let your influencers be involved. They know their audience better than you do, this is their job and they will aid the success of the campaign
  •         Monitoring the success of a digital influencer campaign can be difficult, so ensure you are monitoring sales, likes and comments to see how well your collaboration has performed

Discover how a student ambassador from our brand activation agency can connect with millennials and promote your products On Campus, by dropping us an email at hello@group.ba or calling us on 0121 616 2211