This week in the world of influencer marketing we look at how social media stars are helping Snapchat attract more millennial women to its platform, why Sonic is now making square milkshakes, and the number of people who trust influencers over ordinary people when making purchasing decisions (the percentage will surprise you). Also, how tourism boards and countries like New Zealand are partnering with Instagrammers to boost tourism, Snapchat’s latest move to bolster confidence in its native advertising platform, and more.
According to new research reported by eConsultancy, 56% of consumers who follow brands on social media sites say they do so to view products and make purchasing decisions. (For more great tips on how companies are attracting followers to their Instagram brand channels, read our article “How The Best Brands Build Their Instagram Channels.”) Called “social shoppers” by Aimia, the firm who conducted the initial survey, 31% of these social media-savvy customers said that they use these channels to find new items.
To develop a winning Instagram marketing strategy for your brand channel, see our article here.
Learn more about how companies grow their brand channels using a Snapchat Takeover here.
Graphic courtesy of Aimia
YouGov, a statistics firm, released a report this week showing a considerable spike in the number of 18- to 34-year-old (millennial) females who now use Snapchat. Now, 49% of users on the app are females, up from just over 31% last August, while male usage dropped from 31.6% to 29% over that same period. Lauren Berger, founder of talent recruiting agency Intern Queen, told Adweek’s Christoper Heine that the bump was likely influenced by how brands (and a new class of Snapchat influencers) are using Snapchat. “Once word got out that brands cared about spending money on Snapchat, the popular fashion bloggers and celebrities who used to covet Instagram flocked to the social platform. These VIPs are using Snapchat to capture their busy days, trendy clothes and fancy lifestyles—with them comes the millennial female—eager to get what feels like a behind-the-scenes look at their favorite celebs and personalities.” For more of the latest Snapchat statistics, check out our post here.
See the most interesting influencer marketing statistics for 2016 here.
To inspire travelers to visit (and Instagram) New Zealand’s breathtaking landscapes, the country’s tourism department reached out to top Instagrammers to share their photos of the island as part of a new social media-focused marketing approach. “[Influencers] come across as very credible and authentic, as opposed to looking at an advert you know is being paid for by a company or a region,” the general manager of Lake Wanaka Tourism James Helmore told Travel + Leisure magazine in a recent interview.
According to an article in Adweek, a new study by Dr. Jonah Berger from the Wharton School, Experticity, and the Keller Fay Group found that recommendations from social media influencers saw 22.2 times more conversation each week than ones from ordinary users. Furthermore, 82% of consumers said they were “highly likely” to follow the advice given by an influencer operating within a specific niche (i.e. fashion, beauty, travel, food, fitness, etc.), and consumers surveyed also deemed influencers more credible than average people (94% vs. 83%) and more knowledgeable (94% vs. 84%).
Learn why Millennials trust the advice of YouTubers when making purchasing decisions here.
Sonic is taking advantage of Instagram’s popularity by debuting a new line of “Square Shakes” designed by celebrity Instagrammer Christine Flynn (@ChefJacquesLamerde). Digiday’s Shareen Pathak reports the shakes will only be available for order on Instagram, and that Coachella festival attendees will be able to buy the new creations via “Shop Now” sponsored ads. “Taking pictures of food on Instagram is such an obsession,” said Margaret Johnson, executive creative director at the agency that created the campaign, GS&P. “We thought, let’s create a product entirely designed for Instagram and available for purchase on the platform.”
To bring legitimacy to the platform’s new advertising offerings, Snapchat recently tapped Nielsen, a TV ratings agency, to help measure audience counts for Snapchat ads. Now, Digiday says that the fast-growing video messaging app is in talks with ComScore, a cross-platform measurement company, to track the traffic for Snapchat’s Discover portal. Should it come to fruition, the partnership is expected to fortify brand trust in Snapchat’s Discover ads by providing companies who invest in ads with traffic numbers verified by a well-respected third party.
AwesomenessTV’s massive audiences have once again attracted one of the biggest names in the telecommunications industry. According to The Video Link, Verizon has entered into an agreement to buy a 24.5% stake in the YouTube MCN, a share valued at around $159 million. DreamWorks Animation, which acquired AwesomenessTV in 2013 for $33 million, will retain a 51% of the remaining shares, while Hearst will keep 24.5%. Once the deal is inked, AwesomenessTV’s valuation is projected to reach $650 million.