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Here’s Why the FTC Is Suing Amazon

So, why is the FTC suing Amazon? According to the FTC, the entire purpose of the complaint against Amazon is to eliminate any practices the company currently uses to “block competition, stunt rivals’ growth, and cement its dominance.”  

FTC Chair Lina Khan explained the complaint this way on CNN: “People are paying higher prices, right? Consumers are paying more than they otherwise would. Small businesses are having to pay a 50% Amazon tax right now. And so ultimately, the complaint is seeking to restore the lost promise of competition. Greater competition would mean lower prices, better quality, better selection, and greater innovation. And that’s ultimately what this case is about.”

We’re on the cusp of a holiday season in which 54% of holiday shoppers say they feel a financial burden this year, according to Bankrate. One in ten holiday shoppers started their shopping back in August. Half are planning to start before the end of October.

The availability of a wider selection of products and services from different suppliers and at different price points could provide a much-needed sigh of relief to cash-strapped consumers. And that’s what the FTC is accusing Amazon of suppressing – better options for consumers and better opportunities for merchants. 

Here’s Amazon’s Response

In a response published September 26, 2023, Amazon explains that the Amazon marketplace we see today is the direct result of the company intentionally creating a procompetitive space that would allow hundreds of thousands of merchants to sell their products to Amazon’s highly engaged audience using the company’s state-of-the-art platform.

Where the FTC sees an Amazon tax, Amazon insists its fulfillment service isn’t an additional service merchants are strongarmed into getting, but rather a way to shoppers with a consistent experience across the platform, regardless of which merchant they patronize. In addition to the marketplace and fulfillment service, Amazon also provides merchants with discounted shipping rates and low-cost two-day shipping options to merchants who would otherwise have to handle the logistics of running an online store.

It is the company’s stance that the “current FTC” has minimized the productive and competitive environment Amazon has created, along with the positive impact the company has made on e-commerce and the US economy.

Why This Case Matters to Brands, Big and Small

For decades, Amazon has been able to leverage the sheer size of its audience as the carrot to woo merchants, authors, and book publishers. Amazon gets more than two billion visitors to its marketplace each month. Two hundred million of these are Amazon Prime members. There are 500,000 US-based independent businesses selling on Amazon, according to the official response released by Amazon earlier this week. Amazon generated 514 billion dollars in sales in 2022.

But here’s where things get a little tricky… 

Among the platform’s sales, 41% stem from Amazon’s wholesale procurement and subsequent sales, while the remaining 59% originate from third-party sellers, predominantly comprising small and mid-sized businesses. These sellers offer their own products on the platform and often bear substantial fees associated with selling there.

In some instances, it may be better for these brands to pursue a Direct-to-Consumer (DTC) approach. The challenge is many brands encounter difficulties in breaking free from the Amazon ecosystem. Amazon third-party sellers (the small businesses selling products retail to the Amazon audience) are either prohibited from selling their products on other platforms at lower prices or face penalties for doing so. These are the “anti-discounting tactics” mentioned in the FTC complaint.

If you were to take a look at the complaint itself, you’ll find large portions of the complaint are redacted, which you can see in the snippet above. Part of what’s redacted in the snippet is a description of the technology the FTC says Amazon uses to crawl the web in search of instances where Amazon sellers have discounted their prices on another platform. Cool technology. If only we could use it for good.

“Well, just don’t sell your stuff on Amazon!”

Makes sense, right? Except… many retailers and manufacturers that opt not to set up shop in the Amazon marketplace discover Amazon’s reach extends far beyond the platform. Many of these brands – some of them large legacy brands – discover that Amazon is outbidding them for their own branded keywords through Google Ads and driving what could essentially be direct traffic for that brand back to Amazon using a paid ads.

Yes, many merchants generate revenue on Amazon. But many merchants also find their profits fall short of what they could earn were they to sell directly to consumers. Plus, tracking sales and attribution is often clearer through direct-to-consumer channels compared to Amazon’s complex ecosystem.

So, THAT’S what this whole thing is about. 

4 Things About the Amazon Lawsuit That Could Change Your Sales and Marketing Efforts

Whether you are in support of the antitrust lawsuit or you couldn’t care less, this case matters as there are likely to be some changes in the near future for both retailers and manufacturers. Without even taking into consideration the long-term implications of this case once it’s decided, there are a handful of ideas that stick out about this entire ordeal. 

Rising Scrutiny of Amazon’s Operations

At present, all attention is focused on Amazon. A significant, high-profile antitrust case such as this one has the potential to reshape the landscape of e-commerce. It is likely to trigger heightened scrutiny of Amazon’s business practices. This, in turn, could lead to increased transparency and reporting requirements for brands currently selling on that platform, designed to ensure compliance with potential new regulations. And it’s important to note that these regulations may emerge before the case is decided in court. 

Much like similar legal actions against major tech firms, the Amazon lawsuit could extend over several years. During this period, it’s likely the company will independently introduce changes intended to mitigate the impact or credibility of the lawsuit. So, there’s that.

Leveling the Playing Field

The ongoing antitrust case against Amazon brings hope that it could lead to more competition and a fairer playing field on the e-commerce giant’s platform. If the case results in measures to promote fair competition, it could benefit various brands. Smaller businesses, especially those that rely on influencers for visibility, might find it easier to compete with the larger, dominant sellers on the platform who are buying all of Amazon’s bells and whistles (namely fulfillment services and ads to promote their products and merchant shops).

If Amazon is found guilty of antitrust violations, it might have to change its pricing strategies, potentially making the competition on its platform fairer. This, in turn, could mean better pricing options for consumers, making the marketplace more consumer-friendly.

It’s worth noting that the effects of this antitrust lawsuit may extend beyond Amazon itself. Brands operating within Amazon’s ecosystem could see changes in their competitive landscape, possibly ushering in a new era of fairness and accessibility. This shift could enhance the overall experience for consumers as well.

Leveraging Creators: Stay Visible on Amazon AND Boost Your DTC Channel

The role of creators in amplifying brand visibility cannot be overstated here. TikTok has demonstrated this power, where creators continuously churn out captivating content, driving engagement and shaping trends. This dynamic doesn’t just apply to TikTok though; it’s becoming increasingly pivotal for Amazon as well. Here’s why:

Amazon has been evolving, embracing video content while also incorporating more social features into its platform. For the last few years, Amazon has been making a very deliberate move toward not just video, but making Amazon a more social app.

Both the home page for the desktop version of the Amazon website and the home page of the app feature video content. The desktop/laptop home page prioritizes Prime Video content while the app prioritizes livestreams from the Amazon Influencer Program. 

One of Amazon’s strategies involves leveraging the video content created by influencers and user-generated content (UGC) from buyers – rich media content that’s readily available and easy to find in the app. From the Amazon app, buyers can easily post reviews as rich content. And Amazon prioritizes video reviews from both buyers and influencers in the app.

Amazon’s also added the Inspire page (featured below) which can be accessed from a mobile device by clicking the light bulb at the bottom of the screen. The feed looks like Reels and TikTok, except all the content is about products sold on the platform.

Amazon provides a few other avenues for increased discoverability, such as the “Shop by Interest” page, which features idea lists, photos, and collages posted by influencers. During the holiday season, curated picks by influencers take the spotlight on dedicated pages, and the gift page prioritizes live streams hosted by influencers while highlighting the day’s deals.

These initiatives collectively enhance brand discoverability on Amazon, ensuring that customers not only find what they need but also stumble across exciting products and deals they might not have initially considered. 

Diversifying Beyond Amazon with Influencer Marketing

As Amazon faces increasing scrutiny and potential restructuring, brands are weighing their options. Shifting dynamics can push brands to lean into their omnichannel marketing strategies to ensure they remain visible, particularly during holiday and pulse periods by leveraging influencer marketing.

TikTok

TikTok influencer marketing allows brands to partner with TikTok creators who are already experts at leveraging fun, entertaining, short-form video content to reach the platform’s highly engaged audience. TikTokers are virtual masters at making everyday situations hilarious and supremely enjoyable to watch. Which in turn, makes them masters at creating native-looking sponsored content for your next influencer marketing campaign. TikTok’s organic reach is phenomenal when compared to the other platforms. And the short form video app has a billion users a day spread across 154 countries. 

Earlier this month, TikTok rolled out TikTok Shop, an all-in-one solution for in-app commerce. This includes everything from shoppable short videos and live streams to a full-fledged marketplace accessible through a dedicated Shop tab.

TikTok Shop boasts about 200,000 merchants, but this number is a tiny fraction compared to TikTok’s reported 5 million U.S. business accounts. So, while Amazon navigates its challenges, TikTok is positioning itself as a compelling alternative for brands looking to diversify their e-commerce strategy and reach a fresh, engaged audience.

Instagram

Instagram influencer marketing is a word-of-mouth marketing tactic in which brands hire and partner with Instagram creators to promote the brand’s products and increase a brand’s visibility among targeted audiences. Brands hire influencers to help them turn scrollers into clickers.

Influencer marketing, in and of itself, can occur just about anywhere an audience exists. But the most recent iteration of influencer marketing grew alongside the popularity of Instagram influencers.

Instagram Shopping is a feature that allows Grammers to shop a brand’s products by clicking on pictures and videos anywhere they appear on the platform. Businesses can also open their own Shops, curate collections (influencers are great for this), and create product detail pages which then dynamically pull product details into your tagged products wherever they may show up on Instagram.

Pinterest

Pinterest is a visual discovery platform that allows its 445 million monthly active users to create (or “pin”) their own visual content, or bookmark (“repin”) other users’ pins. Imagine if Instagram and Google got together and had a digital baby. That’s Pinterest. Pinterest is one part social media platform, one part search engine, and one part digital scrapbook.

Pinterest marketing provides brands a unique opportunity as Pinterest is a purchase planning app. Ninety-seven percent of the searches on the app are unbranded and pinners use the platform to find inspiration, organize their ideas, and plan their purchases. Pinterest’s Verified Merchants program allows businesses to catalog their inventory inside Pinterest, build product catalogs, and create shoppable Product Pins that contain pricing info, availability, product title, and description.

Final Thoughts

Antitrust cases against tech giants like Amazon and Google have the potential to reshape the digital and e-commerce landscapes. Brands promoting products on these platforms have to be agile to adjust to potential changes in pricing, competition, and regulations. 

Influencer partnerships can help brands maintain a presence across multiple platforms, including Amazon, whether or not the company shifts the way it operates. Still, it can’t hurt to consider alternative platforms like TikTok, even if you’re simply adding them to your digital strategy. After all, the average consumer uses seven social media platforms and their path to purchase can easily fragment over multiple channels as well. The emergence of TikTok’s social commerce solution adds a new dimension to a social commerce landscape dominated by Facebook and Instagram. Leveraging influencer marketing activations can offer brands fresh opportunities to connect with consumers in innovative ways. 

As these cases unfold and regulations evolve, adaptability and a diversified marketing strategy will be key for brands and influencers alike. We’ll keep you posted.

The post The Amazon Lawsuit: Implications for Brands Selling on the Platform appeared first on The Shelf Full-Service Influencer Marketing.

Lots of questions. Here are the answers.

What Is Influencer Allowlisting (formerly whitelisting)? 

In influencer marketing, allowlisting is a paid strategy that allows you to turn organic influencer content into paid ads. The important thing to note about these paid posts is that they are run through the influencer’s account – not the brand account.  

By creating paid ads from an influencer’s organic posts, you can increase the reach of your sponsored content. AND you’re able to target your desired audience more accurately and get more eyes on campaign content. That’s the simple definition.

So, allowlisting fits in as part of your influencer marketing strategy to increase the reach of your campaign.  

Why Are We Switching from Whitelisting to Allowlisting? 

It’s true that the words “whitelisting” and “allowlisting” are synonymous. But the word “whitelisting” isn’t a socially neutral term, not from its inception. 

“Whitelist” was birthed after the word “blacklist” was adopted in the early 17th century to mean “a list of persons who are disapproved of or are to be punished or boycotted; a list of banned or excluded things of disreputable character.” That’s according to Merriam-Webster Dictionary.  

If you remember your American history, you may recall that the term was widely used in the 1940s and 1950s to single out individuals whose “opinions or associations were deemed politically inconvenient or commercially troublesome” (Source: The First Amendment Encyclopedia).

Back then, being blacklisted often meant losing your job and essentially becoming unemployable. Today, it’s highly probable that a lot of those same blacklisted people would be considered thought leaders, disruptors, whistleblowers, and change agents. Just to give this a bit more perspective.  

Blacklisting was an oppressive tactic used to silence people. It was designed to isolate and condemn those who put forth ideas the so-called powers that be didn’t agree with. 

Whitelisting is the other side of that socially-charged term. According to the Oxford Dictionary, a “whitelist” is “a list of people or things considered to be acceptable or trustworthy.” 

But Whitelisting Isn’t About Race!

“Whitelist” is one of those terms that we’ve folded into our vocabulary without considering its origin. In this case, “whitelisting” not only has an unsavory history but it’s charged with additional connotations that can be inflammatory. Aspire IQ referred to the term as a microaggression, and we think that’s spot-on. 

Microaggressions are often indirect, subtle, and sometimes unintentional acts of discrimination against historically marginalized groups. Meaning, that although “whitelisting” wasn’t created to be used as a racially-charged term, it reinforces stereotypes around race and strengthens the chains of systemic racism. 

Blacklisting and whitelisting have always been terms designed to exclude, preclude, prohibit, demonize, and degrade one group (usually a group of people) while bestowing upon another group trust, esteem, benefits, opportunities, access, resources, and preferential treatment.

Why This Matters to The Shelf Team

We value people. 

Our scrappy little group of analysts, strategists, and creatives stretches across the globe, and we’ve grown as quickly as we have because we understand the value of people, talent, and diversity. 

It may seem that switching from “whitelisting” to “allowlisting” is a small act. But for us, it’s another step in the direction of a more equitable industry. And while history is made with big, bold, moves, tomorrow is carefully crafted by the small intentional actions we take today that constantly move us toward a better future. 

Is the Industry Adopting the Term “Allowlisting”? 

Yes! Slowly, but surely. There are actually a handful of new terms floating around. Here at The Shelf, we were leaning toward replacing whitelisting with the word amplification, but the industry seems to be moving toward allowlisting. You may also see it as permission listing. Replacements for blacklisting include deny listing and block listing.

The industry is still in the ebbs-and-flows stage of changing language around terms that are not socially neutral. You can see in this Google trends chart that “allowlisting” is having longer periods of interest in search queries now than it did three years ago. That’s good news. But it also means that when it comes to allowlisting vs. whitelisting, you’ll hear and see both for the time being. 

Super Fuzzy Math on This to Drive It Home

For instance, estimations put Google search queries for the term “whitelisting meaning” around 22K searches per month, and Google’s knowledge panel automatically displays the cybersecurity definition of whitelisting as the answer. That’s important because it lets us know that most of the time when people search for that term, they’re inquiring about the use of the term in the digital space.

Estimations of Google search queries for the term “allowlisting” are about 3600 per month. And searches for “allowlisting vss whitelisting” are just under 400 per month. 

In a super fuzzy math scenario, that would equate to about 85 percent of folks who are searching for information around this particular type of filtering and segmenting process are still searching using the term “whitelisting”. Another 14 percent or so are searching for “allowlisting”, and 1.3 percent of Google searchers are curious about how the terms fit together. 

Making “Allowlisting” the New Industry Standard Will Take Some Time

For many digital professionals, making the shift from “whitelisting” to “allowlisting” will mean updating marketing assets to reflect the change. It means putting out content that explains why you’re making the shift. It means educating clients on the reasons and gently nudging them to make the shift as well.

Then there’s SEO. When it comes to search visibility, articles, and blogs still have to include both words in order to increase the chances of content being displayed in the search results because most people are still forming queries around the term “whitelisting.” 

It means if you’re already ranking for the term “whitelisting”, you’re going to have to tie the terms together in order to keep search engines from demoting or removing your content from search results altogether. 

It’s going to take time. But the time and effort you invest in making this change is worth the payoff of clearing a path for more open, authentic, and inclusive conversations. 

The post Allowlisting vs. Whitelisting: Why the Industry is Retiring the Term “Whitelisting” appeared first on The Shelf Full-Service Influencer Marketing.

In the 10+ years since social media influencer marketing became a thing, there have been tons of headlines questioning the future of the creator economy. Is it feasible for social media users to make hundreds, thousands, or hundreds of thousands of dollars from endorsing products online? Is the influencer market sustainable as an industry? Has it reached a plateau, or maybe even a decline? Does influencer marketing work? And if it does work, does it work on sophisticated consumers?

Well, we have some data that may help you answer that question for your team.

Brand Perspective: Influencer Marketing Delivers

The size of the influencer marketing industry has nearly 10x’d since 2016. Year over year, the industry expands as more traditional marketing campaigns are enhanced with digital marketing efforts that rely on content creators to reach consumers and essentially strengthen their brands across social media channels.

Since 2019, the percentage of brand marketers who say they are leveraging influencer marketing as part of their digital strategy has remained high. According to Influencer Marketing Hub, 93 percent of marketers say they’re currently running or plan to run influencer campaigns. Add to that this stat: 90 percent of marketers say influencer marketing is an effective strategy for achieving real marketing goals, and you’ll get a sense of why influencer marketing remains a mainstay for many brands. From their perspective, influencer marketing works.

Consumer Perspective: Influencers Are Trustworthy.

Influencers also play a key role in the purchasing decisions of a significant percentage of social media users. First of all, people like influencers. According to Klarna, 44 percent of Gen Zers and 30 percent of Millennials follow online celebrities. Eight in ten social media users have either made a purchase or considered purchasing something after interacting with influencer content. Half of consumers say they have gone into a store to see or buy products they discovered on their social feeds in the past three months, according to Salesforce.

Half?!!? That’s not nothing!

Influential content creators have the ability (and the relational equity) to drive their audiences to take steps toward a specific action. So… are we talking conversions here?

Not necessarily. What it means is that if an influencer has expressed positive sentiments about a brand or product, those positive sentiments about the product are often adopted by their followers as well. Influencers are seen as more trustworthy than brands, and influencer marketing is a tactic that allows brands to sort of ride the coattails of an influencer to [hopefully ] land in the good graces of the consumer.

The Challenges with Influencer Marketing

We’ve already presented a pretty hefty number of influencer marketing stats that may already be helping to shape (or reshape) your ideas around influencer marketing. But let’s not ignore some pretty compelling challenges with influencer marketing.

Influencer-Generated Posts Are Just Ads

True. And people don’t love ads. In fact, most people don’t trust them. Globally, 4 in 10 internet users employ some sort of ad block technology on their devices. In the US, a little more than 1 in 4 consumers use ad blockers. Eighty-six percent of consumers find a way to not watch ads when they show up on a screen. And of the few who do watch ads, 75 percent of them don’t trust ads.

If people hate ads so much, why do they love influencers?

Short answer? It’s the presentation. For brands, the value of the sponsored content they get from influencers is all in the delivery, the timing, and the context (we keep trying to tell you about that context, man!). Influencer marketing is a type of social proof.

Influencer Marketing Is a Trend… And It’s in Flux.

While it’s true that influencer marketing is always changing, the industry isn’t in flux. And I think at this point we can retire the notion that influencer marketing is just a trend. Do you remember what the marketing landscape was like with COVID-19 first hit? Stores shut down. Most of us went home. Brands stopped spending money on ads and consumers were extremely critical of influencers who posted sponsored content, even knowing that many influencers make money to feed their families by pushing products.

But no one was in the mood for a pretty picture and a product post when people were dying and it was next to impossible to find basic cleaning supplies and toiletries. We were all bracing for the worst because we had no idea if we were experiencing it or if the worst was yet to come.

The pervasive thought was that a hit like COVID, which changed how people spent money and how they engaged online, could level the influencer marketing industry. Brands and marketers wondered if influencer marketing would recover from what seemed like it could be the death of sponsored content.

People wondered if influencer marketing was dead. Instead of influencer marketing dying on the vine, influencers essentially pivoted the industry, and not only has the industry more than doubled in size since 2020, but it’s also matured significantly.

That period of uncertainty, and horror, will go down in influencer marketing history as a pivotal moment for the industry. It’s not going anywhere, hoss.

Fake Followers and Fake Engagement Make it Tough to Trust Those Pretty Pics

An AdAge article (gated content) reported that roughly 78 percent of the accounts following an influencer hired by Ritz-Carlton for a campaign were fake. Do you remember this headline? It was one of a slew of articles that came out a few years ago that questioned the legitimacy of brand-influencer partnerships as a viable marketing strategy.

Fast forward a few years, and we’re so used to hearing stuff like this that knowing an influencer has a bunch of fake followers doesn’t even shock us anymore. It actually seems kind of old school at this point — I mean who’s still buying fake followers? The looming threat of fake followers isn’t much of a threat when you have the tools to be able to spot that sort of thing. Seriously, we did a whole big post on how we use our influencer marketing platform to weed out influencer fraud.

Brand Safety Issues: The Bigger the Brand, the Bigger the Threat

This one lingers, especially as bigger brands that have been slow to go all in on influencer marketing make their way into the space. Brand safety issues are a real concern for many brands. There are several important steps we take to prioritize brand safety.

First, we have conversations with the client to help us really understand their goals AND to set expectations. That’s a big one. Next, we get really clear on the direction and creative concepting for the campaign — that usually loops in the product team and the marketing/brand team, as well as the client’s legal team. Third, we research the heck out of potential influencer partners to minimize the chances of partnering with someone who has red flags cropping up all over social media. We also make sure the influencers have a very clear understanding of the client’s expectations. Finally, we monitor campaigns in real-time, and our clients can do the same from their client dashboards.

Brand safety is a legitimate concern, and the only way to minimize threats to brand safety is through good, old-fashioned leg work — of the digital variety.

6 Reasons Influencer Marketing Works to Help You Reach Marketing Goals

Now let’s look at the reasons influencer marketing still works.

#1 Influencer Marketing Lets You Hyper-Target YOUR Audience

Unlike the early days of influencer marketing (like, 5 years ago), it’s not about having a gazillion followers; it’s about having the right followers. For instance, nano-influencers (social media influencers who have amassed between 1k to <10k followers on a single platform) may have a smaller following compared to mega-influencers, but their followers are the die-hard, super-engaged types. That means your message reaches the people who are genuinely interested and more likely to convert.

Influencers are like the cool kids who know everyone at the party. But here’s the kicker: they hang out with a crowd that’s super into the same stuff. Whether it’s tech gadgets, vegan recipes, or DIY home decor, influencers often have a niche audience. So, when they endorse your product or service, you’re not casting a wide net; you’re going straight to the folks who are already interested.

You’re also not going in blindfolded with your fingers crossed. Influencers are pretty savvy when it comes to knowing who’s following them. They often have access to insights that show the age, gender, location, and interests of their audience. That’s like having a treasure map for your marketing — you don’t have to guess.

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#2 Influencers Know How to Build Authentic Connections

For influencers, trust and authenticity are non-negotiable; they’re also two major benefits of influencer marketing that drive positive consumer sentiment. You see, unlike the slick and polished ads we’ve grown accustomed to (and have learned to ignore), influencer recommendations have a down-to-earth, relatable vibe that just hits different. Here’s why:

Relatable Influencers = Relatable Recommendations:

Influencers aren’t your typical spokespeople. They’re everyday people who just happen to be exceptionally good at what they do. Whether it’s fashion, food, fitness, or whatever floats their boat, they’re passionate about it, and that passion shines through in their content. When they talk about a product or service, it’s like getting advice from a friend.

Authentic Reviews:

Most influencers won’t lie to their followers about the advantages and disadvantages of a particular product. They’re not brutal or slanderous; influencers are tactful and strategic. They’re not afraid to say when something doesn’t live up to the hype. That kind of honesty resonates with their followers. It’s like having a buddy who tells you if a movie is a must-see or a total flop.

Long-Term Relationships:

Many influencers build long-term relationships with their followers. They’re not just in it for the quick buck. They genuinely care about the people who support them. So, when they promote a product, it’s not just a one-off thing; it’s an ongoing conversation. That consistency builds trust over time.

Real-Life Demonstrations:

Influencers often show how a product fits into their daily lives. It’s not just a fancy photoshoot; it’s a peek behind the curtain of their existence. Seeing how a product is genuinely used in their world makes it feel more real and relatable.

Peer Recommendations:

People trust their peers more than ads. When an influencer says, “Hey, I tried this and loved it,” it carries weight because it’s coming from someone who seems like your equal, not a salesperson trying to hit their quota.

Built-In Filters:

Followers choose to follow influencers who align with their interests and values. So, when an influencer promotes something, it’s already pre-filtered for relevance. That means you’re more likely to reach an audience that’s genuinely interested in your product or service.

In a nutshell, influencer marketing is like the digital version of word-of-mouth recommendations. It’s genuine, relatable, and trustworthy, making it a powerful tool to connect with your target audience on a deeper level. So, when it comes to building trust and authenticity in marketing, influencers are the real deal.

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#3 Influencers Create Diverse Content That Trumps a Semi-Annual Product Shoot

This one is perhaps one of the most valuable benefits of effective influencer marketing and simultaneously the most underutilized. Influencer-generated content is tailor-made to resonate with a particular group of people. It’s aspirational without being grandiose. Relevant without being hammy. It’s curated without being a highlight reel. Influencers walk a fine line between the current situation and that better tomorrow everyone’s always chasing after. And that’s a quality that many brands can’t capture because you kinda have to know someone’s origin story to forge that kind of connection.

Brands have the opportunity to repurpose influencer-created content (UGC) at multiple touchpoints along the path to purchase. We’ve seen clients reuse influencer content on their websites, on their product pages, in print ads, and even as murals in their physical locations. And if you build diversity into your influencer selection process, you automatically get a catalog of assets that are diverse in their artistry, messaging, in the way the idea is captured, and even in how it’s distributed. A single campaign may deliver content that includes:

• Real-world product demonstration (a show-and-tell for the product)
• Unboxing videos (see them open the box and use the product)
• Review of the product and the results (after using it for several days, weeks, or months)
• Day-in-the-life content that contextually embeds your product
• Tips for how to use the product (makeup tutorials, styling/fashion tips, etc.)
• Taking glam shots wearing the product (bikini on the beach, night out  on the town wearing heels, posing with a purse in front of the Trevi Fountain)
• Short-form videos that are creative and highly entertaining

And this makes for great repurposed.

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#4 Influencer Content Outperforms Branded Content

When measured side-by-side, influencer content consistently drums up more engagement than branded content. Using the help of multiple influencers, you can get better content out at a quicker pace than you would on your own, grab more attention, and generate more instances of engagement than you would with branded content.

That alone is priceless. Especially with users consuming 11.4 pieces of content across nine different channels before finally making that decision to purchase. 

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#5 You Don’t Need Mega-Influencers to Win

This is good news, right? Back in the day, brands really wanted to partner with the biggest influencers they could afford without consideration for the level of actual influence content creators may have wielded in a particular vertical.

At this point, I think most brands have figured out that partnering with a bigger influencer doesn’t guarantee interest or clicks, it only promises that your product will be seen by more people, and they may not even be the right people.

Targeting is more important than impressions if your goal is to drive people into your funnel.

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#6 You Build an Omnichannel Echo-Chamber

First, let’s clarify what omnichannel marketing is all about. It’s not just about being present on multiple channels; it’s about providing a unified, consistent brand experience across those channels, especially the social media channels most likely to drive ROI for your influencer campaign. Whether your customers interact with your brand via social media, your website, email, or in-store, they should encounter a consistent message, look, and feel.

Influencers have a unique ability to connect with audiences across different platforms. They’re masters of creating engaging and relatable content, making them a perfect fit for omnichannel marketing. Start by identifying influencers whose values align with your brand. Look for those who have a presence on the platforms relevant to your audience. Your chosen influencers should have a strong following and credibility in those spaces.

Work with influencers to develop content that can be adapted for various channels. For example, a video review on YouTube can be repurposed as a series of short clips for Instagram Stories, while the main takeaways can be turned into blog posts or email newsletters.

One thing the content marketing team here at The Shelf has really tried to do is lean into interactive content. Influencers often engage with their followers through polls, Q&A sessions, or challenges. Encourage them to create interactive content that can be seamlessly integrated into your omnichannel strategy. This not only boosts engagement but also encourages cross-channel participation.

Incorporating influencer content into your omnichannel marketing strategy can elevate your brand’s presence and effectiveness. By strategically leveraging influencers who resonate with your target audience and maintaining a consistent message across channels, you can create a seamless and memorable brand experience that keeps customers engaged and loyal. So, go ahead and tap into the power of influencer marketing to master the art of omnichannel success!

Influencer Marketing Is a Mainstay of Digital Strategies

The effectiveness of influencer marketing is undeniable. It thrives on trust, authenticity, and targeted reach, creating a powerful connection between brands and their audiences. With influencers as trusted advocates, the content they create not only engages but also converts, making influencer marketing a must-have strategy in the modern marketing playbook.

As businesses continue to harness the unique qualities of influencer marketing, they find themselves on the path to building stronger brand connections and achieving tangible results. So, whether you’re a startup or a seasoned brand, consider embracing influencer marketing — it’s a proven recipe for success in today’s digital age.

The post Why Influencer Marketing Still Works (even with your most sophisticated consumer) appeared first on The Shelf Full-Service Influencer Marketing.

Choosing the right influencer can sometimes feel like speed dating. You’re constantly trying to see if you and the other person are a match. For 3 in 4 marketers running influencer campaigns, influencer selection is still a bit of a mystery. If you’re still wondering if you’re doing the whole influencer sourcing thing right, we’ve got you covered.

What Is Influencer Selection?

Influencer Selection is a process of identifying the qualities and proficiencies an influencer needs to successfully help brands reach their marketing goals. In short, it’s the process of choosing the right influencers. Not all influencers will be a good fit for every campaign. Effective influencer partnerships take some doing.

The influencer selection process is often easier when you have an influencer sourcing tool (like our proprietary influencer marketing platform), or better still, you have access to an influencer discovery team (like we have here at The Shelf ). That’s mainly because choosing the right influencer requires you to look at quantitative data about the influencer, qualitative data about an influencer’s content, and behavioral data about the influencer’s audience to determine if a creator has real influence with the audience the brand actually needs to reach.

Yeah, it’s a lot. And it’s a pretty big deal for your campaign!!

Picture it:

Your brand is looking to run your first influencer marketing campaign that sells a competitively priced athletic shoe. For this campaign, you’re targeting shoppers over the age of 40 who are lower-middle class and more swayed by price than brand name. They’re tightening their belts this holiday season and planning to make fewer purchases, but they’re gung-ho about shopping. Choose the right micro-influencer avatar(s) that would work for this campaign:

Influencer One

Jill, a 55-year-old CFO, runner, and self-proclaimed “common sense fitness” guru. Jill is active. On IG, half of her feed is Jill in different outfits. The other half of her feed is a mix of candid pics and Stories of Jill and her partner or Jill and her friends out and about. She reserves TikTok for the kid in her – hopping on trends and creating bodyweight workout videos and reworking popular cooking videos with healthier substitutions.

Influencer Two

Erin, a 42-year-old recently divorced mom of 4 is transparent enough to walk her audience through her big life change. She’s navigating single parenthood, downsizing a bit, and even talked about recareering. She talks through her experiences as a form of self-therapy on TikTok. She’s active in that she spends lots of time outside with her kids and her dog, as evidenced in her IG feed, but exercise isn’t really her thing. She has enough on her plate.

Influencer Three

Jakob is a 60-year-old, lone wolf-type poker enthusiast and adventurer who never married but has done well in real estate. Jakob is a silver fox who does quite a bit of sailing and traveling. He loves posting his “Jake vs Jake” physical challenges on TikTok. His entire IG feed is made up of the people he meets and the places he visits on his travels and adventures. 

Erin is the most like your target audience — someone who is busy, budget-conscious, and needs a comfortable shoe that will last. 

But of the three, Erin probably wouldn’t be the best choice for your campaign. While Erin is your target audience, Jill and Jakob are a bit more aspirational and more likely to deliver a higher entertainment — and maybe even educational — value. 

The Power of Influencer Partnerships in Your Marketing Strategy

For the sake of everyone being on the same page, let’s answer the question that still gets asked by Googlers tens of thousands of times every month: what is an influencer?

Brands seek out influencers because influencers know how to connect with and relate to their audiences. They are masters of messaging, and they’re great at cutting through the noise and zeroing in on exactly what their audience wants and needs to see and hear.

Influencers are not:

• Your in-house marketing team having their third meeting with Legal this month

• Boxed in with preconceptions of the kind of marketing that really drove sales for your product in the past

• Members of your content team, trying to make sure every piece of content fits somewhere in the funnel or doubles as a marketing asset.

Influencers are:

• Independent creatives who are experts at using content not just to come up with cool messaging, but also to facilitate authentic connections and memorable experiences for their audiences 

In essence, they’re the true maestros of crafting exceptional content that can infuse your brand with a layer of depth often unattainable by your internal team. This is precisely why brands join forces with them.

But…

Navigating the complex world of influencer sourcing and influencer selection can be a daunting task. Scratch that. Choosing the right influencer can be a full-blown headache.

As brands and marketers strive to create impactful influencer campaigns, the one thing they have to do to ensure their campaign delivers is learn how to find the right influencer partners. That means overcoming a variety of different challenges – fake followers, brand safety issues, content rights, rising costs…  

So, let’s talk about it. I want to use the next two or three minutes to shed light on key insights to help you make informed decisions and create authentic influencer partnerships that resonate with your audience.

Influencer Selection Trips Up 75% of Marketers

The journey toward successful influencer selection begins with understanding the hurdles that brands often face. According to a report by Mediakix:

• 50 percent of marketers have trouble identifying which influencers have fake followers
• 38 percent of marketers are troubled by rising influencer costs
• 28 percent say maintaining brand safety and brand alignment is problematic, and
• 18 percent say they have trouble making sure sponsored content meets FTC regulations and requirements

Source: Mediakix

These statistics underscore the need for a strategic approach to influencer selection. Brands can’t rely on choosing influencers based on follower counts. And we’ve gotten beyond just looking at alignment, values, and engagement ratios.

The heck?

So how do you choose the right influencer partners? Yep. That’s the question that troubles 3 in 4 marketers as they’re crafting their influencer campaigns.

The Different Types of Influencers

What are the different levels of influencers? The influencer marketplace breaks down into five influencer tiers – mega/celebrity influencers, macro-influencers, mid-tier influencers, micro-influencers, and nano-influencers.

Each type of influencer can support your efforts on multiple fronts. We actually did a pretty thorough breakdown in a recent post on influencer tiers, but just to recap…

Mega/Celebrity-Influencers (1M+)

These are the Beyonces and Kardashians of the social media sphere that are often household names. This tier is typically the most expensive and makes up a small fraction of the global influencer network. They also come with lower engagement rates since their audiences are so large. It’s a pretty sure bet that some people are just following the influencer because so many other people are following, and not necessarily because they have anything in common with the influencer.

While celebs may seem like the cream of the crop when it comes to enhancing your brand’s exposure, the numbers tell us that it isn’t so simple. A larger following doesn’t necessarily equate to a larger profit margin next quarter. Why? Well, because choosing the right influencer depends on more than follower count alone.

There are plenty of other factors and countless variables that can complicate the influencer selection process.   But these variables also deliver opportunities for brands to hyper-target their influencer campaigns. 

Macro-Influencers (300K – 1M Followers) 

We like to classify macro-influencers as those who are experienced and often create full-time or have some form of representation. They are often well-versed with the industry standards and what’s expected of both parties. This influencer tier is especially great for those who want to maximize their brand’s reach. 

Mid-Tier Influencers (50K – 300K)

The mid-tier is an in-between influencer that may be working toward becoming full-time. They often boast higher engagement rates than their high-tiered friends. You can expect these influencers to ask for more than a product exchange and they’re fairly familiar with the industry. 

Micro-Influencers (10K – 50K) 

The micro-influencer tier is where you’ll see a more diverse range of experience among influencers. Some may be pricey and experienced while others may be less familiar, charge less, or place a higher value on getting free products to supplement their rates, which generally start around a few hundred dollars per post and can easily climb to $5K per post. Pretty wide berth, right?

One of the great things about micro-influencers is they typically have higher engagement rates, making them a good investment if your goal is to get audience members to take action. 

The industry has already caught on to the potential of influencers with smaller followings, which is why Influencer Marketing Hub found that there was a 300 percent increase in the number of micro-influencers used by large firms from 2016 to 2020. 

Nano-Influencers (1K – 10K) 

Nano-Influencers pose an interesting opportunity as many know their followers in real life and typically have larger engagement rates. While you want to be sure that there is an intent to influence, this tier can be extremely beneficial to your marketing efforts as the level of trust between the influencer and followers can often be higher. 

We actually created an encyclopedia on this stuff…

The Complete Guide to Influencer Marketing

Here’s What to Look for In an Influencer Partner

Now we know who’s who. You’re one step closer to choosing the right influencer. Awesome! But how do you whittle down a pool of 50 million influencers? And how do you separate those with large followings from creative partners who can actually get their sizable audiences to take actions on your behalf?

I’ll tell ya.

Your influencer selection process essentially dances to the rhythm of your campaign goals. What’s the scoop with your campaign? Why are you launching an influencer marketing crusade right now? If you’re aiming to rack up more app downloads, you might fancy the idea of tapping into micro-influencers who rock those engagement stats (we’re talking comments, saves, sticker taps – not just the old thumbs-up). Throwing in a big-league influencer could also be a smart move to draw more peepers to your product and give your brand’s popularity a nice boost.

Or perhaps you’re eyeing the throne of thought leadership. In that case, you’ll want influencers who groove with your niche or boast industry wisdom – it’s like picking the right ingredients for a recipe that’s uniquely yours.

Stir things up by diversifying. Maybe you’re all about opening new chapters in your brand’s story by stepping into untrodden markets. Think about introducing bachelors to some swanky dog chow or getting multitasking moms to make a vitamin swap.

Whatever floats your boat – whether it’s app downloads or mom’s secret vitamins – these dreams of yours hold the key to shaping the qualities of that “perfect influencer” for your gig.

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Streamlining Your Influencer Selection Criteria 

Whether you hire the best influencer agency (us ), use an influencer marketing platform, or create your own system, there is a need for alignment between your brand (product, voice, values, message) and the influencers you select. Remember, choosing the right influencer is not just about high follow rates. Even though the macro- and mega- influencers have massive followings, adding “celebrity” to your lead growth campaign for your software company doesn’t necessarily translate to big bucks, even though doing so could make your campaign more memorable. 

It’s not just relevance and context. It’s more like synergy. We know, it’s the buzzword you can’t escape. It’s building harmony between two parties who are working together to share a message. 

Just as you might be familiar with building out personas for your customers, it can help to take a similar approach for your influencers. How old are they? Do they have a family? How often do they post? What do they like to do for fun? Have they recently become freakishly good boxers? 

Let’s streamline the influencer selection process by identifying your influencer selection criteria. These are the data points you need to know to make influencer sourcing data-driven.

Gather Demographic Info on Influencers

Most macro-influencers and many micros will already have an influencer media kit that provides brands with information about the influencer’s reach, engagement ratios, blog traffic, and audience size. But you also need a significant amount of data on the influencer that typically falls under the heading of demographic/quantitative data. Think:

• Age
• Gender
• Marital status
• Family size
• Race/ethnicity
• Background
• HH income
• Location
• Language

Include Performance Data

In addition to identifying the type of person you want to bring in for your campaign, it’s also a good idea to make sure the person wants to be an influencer. This is important true for nano-influencers who may just be super likable and grow followers quickly, and not necessarily interested in becoming influencers. Choosing the right influencer requires the creator to see themself as an influencer.

Performance data is an important part of the influencer selection process. Aside from just talking to influencers to find out if they’re interested in your campaign, you can also find out a great deal of info ahead of time by looking at performance data. Look at metrics like:

• Follower count
• Reach (because algorithms show the content of creators who have engaged audiences)
• Engagement ratios
• Types of engagement (likes vs comments vs saves vs sticker taps vs swipe-ups)
• Platforms on which influencers are most active
• Topic, quality, and frequency of posts
• Previous partnerships
• Authority

Don’t Forget About the Quality of the Content

A lot of marketing teams would stop there and use the qualities listed above as the criteria around which they build their entire influencer campaign. But there are also qualitative markers that will be crucial to creating a sticky campaign that resonates with consumers. Pay attention to:

• Storytelling
• Entertainment value
• Quality of content
• Audience sentiment
• Level of creativity
• Values
• Relatability
• Influencer personality
• Lighting
• How they engage with followers
• Aesthetic (still comes up; not nearly as important as it was before 2020)

Choosing the right creator for an influencer partnership is not a perfect science. It includes reviewing data that’s both quantitative and qualitative. Just as you want to pay attention to engagement rates, location, age, and budget, you also want to consider their overall aesthetic, content quality, and values. You might conduct some research into their work or even look to their other partnerships to help you discover whether your brand would make sense with their overall message. 

While spreadsheets can help (and we definitely use spreadsheets when it comes time to calculate influencer rates — or what we think they may end up being), there’s a level of critical review that feels more holistic as you find the right partnerships. Below is a recommended list of factors to consider for each influencer. 

Effectiveness and Actual Influence

The influencers you select need to be able to craft targeted sponsored content that can reach the specified audience. Be mindful of the influencer’s skills and where they shine. If they specialize in makeup flat lays for Instagram, you wouldn’t want to ask them to create a video of them using the products on YouTube or TikTok. Understand their style. Can you imagine your brand messaging fitting in with their content seamlessly?

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Analyze Audience Behavior 

This is a BIG one, and too many brands skip audience analysis at the expense of their campaign ROI. The reason influencer marketing continues to grow is because of how it can influence behavior. If a creator can’t influence the behavior of their audience, we don’t actually call them an influencer. And it may be that some influencers are only influential when it comes to certain topics. 

What kinds of hashtags do they use? How are they using emojis? (There is such a thing as boomer emojis.) What kinds of brands do they post about? What kinds of brands do they wear? Mention? You can often tell if an audience skews young or if it comprises a segment that would respond to different messaging or a different product altogether. 

Take note of how their audience interacts with the content for insight into the type of individuals involved. Everything from hashtags to the jokes they make can help you understand information like age or other interests.

The influencer’s followers need to be engaged and match your brand’s target audience. Otherwise, your message may fall into the online void of doom. 

Consider the Influencer’s Goals

It’s also important to remember that influencers have a checklist they’re running through on their end to determine whether the brand is a good match for them and their personal brand. While you’re choosing the right influencer, they’re choosing the right brands. Consider micro-influencers like Sophia (@svvphia). When asked what she looks for in brand partnerships Sophia said:

“It’s always great partnering with brands I feel I really align with, especially those whose philosophy revolves around reducing their carbon footprint, commitments to giving back to their community and diversity (in the workplace and the creators they collaborate with), using durable and smart packaging, and price points that reflect the above.” 

The perfect influencers for your brand and specified campaign are out there, it’s just a matter of alignment. 

Practice What You Preach 

Influencers work hard to build their brands and their audiences. It makes sense they’re super particular about the brands they choose for partnerships. For an influencer, being connected to a brand that’s fallen from grace or that says and does things that fall outside of the influencer’s value set is the fastest way to lose followers and future partnership opportunities.

Skrrrrt!! Back Up and Pause on Entertainment Value

Entertainment value often gets overlooked amidst the hustle and bustle of brand strategies. While the brand team hones in on value propositions, benefits, and features, the legal team keeps a watchful eye on communication balance. However, these elements alone won’t captivate users or push your sponsored content up the algorithm ranks. Let’s break it down:

For the younger generation, platforms like TikTok have become go-to TV. Consider this: the average 18-24-year-old in the US spends a solid 54 minutes watching traditional TV. Yet, in a world of multitasking, the TV usually isn’t their sole focus when they’re watching.

On the flip side, the same demographic spends a significant 79 minutes daily on TikTok. The difference might not seem colossal, but it’s all about the trend. Year after year, traditional TV viewership drops while engagement on short-form platforms like YouTube, TikTok, and Instagram soars.

What’s driving this change? Social media platforms are captivating audiences with engaging and entertaining content, and the results are undeniable. They have been successful at keeping users engaged for longer and longer periods of time.

Let’s get straight to the point. No matter what message you’re conveying, it needs to be packaged within content that’s educational or, more importantly, entertaining.

Consider this: Salesforce recently released data indicating that the shopping journey spans an average of nine different channels. This contrasts with the long-held notion of seven touchpoints. We’re not talking about seeing something seven times. We’re talking about nine different channels.

This shift highlights two significant factors:

1. A seamless shopping experience across various platforms, encompassing both digital and physical realms, is now a must.

2. Collaborating with content creators capable of sparking interactions across multiple platforms is pivotal.

Personal example: my 9-year-old daughter isn’t concerned about where Mr. Beast appears; she’s watching the content. Similarly, I won’t pass up a Trey Kennedy video, regardless of the platform.

In a world where entertainment rules and consumer journeys traverse multiple avenues, ensuring your content is engaging and captivating holds the key to sustained success.

Influencer Sourcing: Finding Social Media Influencers

You might be thinking “Okay, I get the gist, now how do I do this?”

Use an Influencer Platform

There are multiple approaches for both influencer sourcing and influencer selection. You might use an influencer marketing platform. This will allow you to filter potential influencer candidates by their demographics, categories, or performance metrics.

The real deal here is how that platform actually populates influencers. Are influencers curated by people and added to a database? Or do influencers join as part of a network of creators from which platform users can then source potential influencer partners?

Our platform uses AI to automatically add potential candidates to our database as soon as they achieve nano-influencer status on any single platform. Yes, that’s tens of millions of content creators. Then our influencer discovery team does the heavy lifting by using campaign requirements and client goals to shortlist potential candidates. Finally, our clients review their options and provide feedback.

Working with Agents

Agents can be a way to work with one professional that represents a variety of influencers for easy communication. We’ve worked with tons of agents to negotiate the terms of an influencer’s participation in a campaign. You’re almost always going to be working with an agent for megas and celebrities. Just keep in mind that creators who are represented by agents tend to be pricier than those who aren’t.  

Doing Your Own Influencer Outreach

You can also create your own influencer outreach strategy to contact influencers. (This link goes to a post that includes templates, too — just an FYI.) But I’ll say this:  Using a platform can save you time and energy as you can usually narrow down your search and apply filters for a quicker selection process. 

Before you reach out to influencers, you want to be clear on what you’re looking for. Be professional and relatable. And make sure that the influencer is a reasonably good match for your campaign. Influencers hate it when brands reach out blindly, without bothering to do any research ahead of time. Choosing the right influencer means doing your homework first.

If the opportunity feels too open-ended or doesn’t make sense for what the influencer does, you might find yourself in a string of rejections that never make it to that first date. 

Just as there is a funnel for consumers as they become customers, you may take a similar approach to influencer matching and relationship building. Some may feel like a long-term strategy where you’re warming them up to become brand ambassadors as opposed to hitting KPIs in the short term with a one-off campaign. 

Hire An Agency

If you have the budget, you will probably want to hire an agency to run your influencer marketing campaign. Choose one with a track record of performance. This should include influencer marketing case studies that you can see and verify and preferably an agency that specializes in creative strategy. The agency is the go-between that translates your marketing goals into creative concepts. As long as they choose the right influencers, they’ll have no problem guiding creators to make content that converts. That means more amazing content you can use across channels and at different points of your sales funnel.

We actually have an entire guide on how to choose an influencer marketing agency. You can download that one here.

Good Influencer Partnerships Require Ongoing Relationship Building

For those looking to take on the long game with their favorite influencers, be sure to focus on how you can build a meaningful relationship. Flattery will get you everywhere in life, but not if it’s lacking in heart and doesn’t feel real. Don’t just comment “cool,” on all their posts. Get specific and determine what it is about the influencer that attracts you and your team. How does this align with your brand? Be willing to share your genuine thoughts. 

If you’re just starting your outreach program, consider looking for influencers who are already obsessed with your brand. Your number one fans pave the way for the types of loyal partnerships that will help your influencer marketing strategy.

Searching for Influencers in Your Niche

Google Alerts and exploring hashtags can help you find influencers as well. Starting conversations and building relationships organically can take more time. But it can also help you be more thorough as you’re vetting influencers. Get a feel for who they are beyond vanity metrics like follower counts and Likes. Some may even set up interviews or work to create more involved partnerships depending on your brand’s values and needs. 

As an agency, there can be a lot of people working behind the scenes for a campaign. Try to ensure that each influencer you select has one point of contact. This will minimize confusion and enhance the relationship for both parties. Be mindful of the types of relationships you want to build. You may seek out both short- and long-term influencers to work with, depending on your campaign goals and your influencer selection process.

Consider casting a wide net, as not every influencer may be jumping at the opportunity to work with you. It’s a hard pill to swallow, but the truth is that these influencer partnerships should benefit both parties. 

Not everyone is going to love you. But the ones that do are going to be able to share their authentic experiences in a genuine way with their followers. That is what you want. Try to welcome the rejection. It helps you get one step closer to that perfect match. 

Refine Your Process

Your system will probably evolve as you start to complete and track your campaign efforts. You should routinely update your pool of influencers as you track campaign progress and document their performance. Be mindful of feedback as you work with your team and partnerships to help you adjust your system as needed. 

Your campaigns are going to change with the needs of the brand, which means you are constantly selecting influencers. You want to stay open to new people and opportunities that can help you routinely meet your campaign goals. Sometimes the influencers from your last campaign are not going to be the best choice. 

Be sure to document progress, concerns, and more with each influencer. This will help you determine if you want to continue working with that person or if you’d rather bring in someone new for the next campaign. 

Treat Influencers as More Than a Number

Influencers are a hot commodity for everyone’s marketing efforts. But they also don’t always like to be treated like just a number. As you build and foster these relationships, consider small adjustments. Making these at the beginning of your selection process can help the partnership feel more special and intimate. This can encourage more interest on the influencer’s part as they feel more invested as you interact with them as a representative of the brand. 

If the budget doesn’t allow for additional gifts or more pay, look to handwritten notes or kind words in your interactions to deepen their emotional connection to the brand.  

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Final Thoughts on Influencer Partnerships

In a world where entertainment rules and consumer journeys traverse multiple avenues, ensuring your content is engaging and captivating holds the key to sustained success. Influencers craft content that adds a unique layer to your brand. They navigate various platforms, captivate audiences, and embody the spirit of authenticity brands crave. So, it’s important that you’re able to choose the right influencers for your campaign. That means tightening up your influencer sourcing and influencer selection strategies.

The post Influencer Partnerships: The Agency’s Technical Guide to Choosing the Right Influencers appeared first on The Shelf Full-Service Influencer Marketing.

Because we get it – it’s important to stay on top of trends in a rapidly evolving digital landscape, where Generation Z holds immense influence and purchasing power. So, we built this Insights Hub (and a bunch of other ones), to provide you with comprehensive information and actionable strategies that’ll help you engage, connect, and thrive in the wonderful world of Generation Z.

Who Is Generation Z?

The Definition of Generation Z

Generation Z, often referred to as Gen Z or Zoomers, represents the cohort of individuals born roughly between 1996 and 2012ish. While the exact dates defining this generation may vary, they are commonly considered the successors to Millennials. 

They’re Digital Natives

Generation Z is the first generation to have grown up entirely in the digital era. They have been exposed to technology from an early age, seamlessly adapting to smartphones, social media platforms, and a hyper-connected lifestyle. 

This innate familiarity with digital tools and online platforms has influenced their communication style, information consumption patterns, and overall digital fluency. Much of the communication that you see now from companies, is patterned after the behaviors of Millennials and Gen Z. 

Growing up in a rapidly advancing digital age, Generation Z has been deeply influenced by technology and the internet, shaping their behaviors, preferences, and outlook on the world. They represent the first generation who are truly digital natives. They have grown up surrounded by technology, social media, and instant connectivity. To give you a bit of context, the oldest Zoomers were only in first or second grade when MySpace launched in 2003.

With a unique set of characteristics and preferences, this generation is reshaping industries, challenging traditional marketing practices, and revolutionizing consumer behavior. So, let’s get into ALL THINGS GEN Z.

Generation Z Values

Diversity and Multiculturalism

As the most diverse generation of Americans in history, Generation Z is characterized by its diversity. About 49 percent of Gen Zers identify as an ethnic or racial minority. This generation embraces multiculturalism, with members representing a wide array of ethnic backgrounds, cultures, and identities.

They value inclusivity, diversity, and equality, and expect brands and organizations to reflect these values in their practices. Gen Z’s embrace of diversity extends beyond ethnicity and encompasses gender, sexual orientation, and socioeconomic backgrounds.

Socially Conscious

Generation Z is all about making a difference! Whether it’s fighting climate change, pushing for racial justice, promoting gender equality, or supporting mental health, Gen Zers actively look for ways to have a positive impact on the world. 

The term “slacktivist” gets floated around as means of identifying social media users whose fervent interest in a social cause doesn’t extend beyond the virtual walls of their favorite social media platform. But those who use that term often don’t consider the power of social media to influence the mass and be used as a call to arms for supporters of different causes.

According to Pew Research, Gen Zers and Millennials cast a quarter of the votes in the 2018 midterm elections. No small feat when you consider that 4.5 million votes that were estimated to be cast in 2018 were from a generation of voters who weren’t even old enough to vote in the previous midterm elections.

Hustle

Gen Z is all about that hustle! For this group, hustle matters because success matters. Getting 1 percent better every day – that whole situation? That matters. Gen Z has an incredible entrepreneurial spirit that starts very early on. These guys are go-getters! Compared to other generations, Gen Zers over-index on: 

• Being successful (62 percent of Gen Zers prioritize success vs 49 percent for everyone else)
• Learning new skills (61 percent vs 54 percent)
• Challenging myself (48 percent vs 40 percent)

Gen Z is all about those side hustles, personal branding, and entrepreneurial ventures. They aren’t known for waiting for opportunities to come knocking; they’re out there creating their own paths. So, as they enter the workforce into corporate environments with rules, traditions, and red tape, it’s easy for older professionals to mistake their alacrity as entitlement. 

So, independence and autonomy are major buzzwords for Gen Z. 

Personalization and Authenticity

Generation Z seeks personalized experiences and authentic connections. They value brands and companies that understand their individuality and cater to their specific needs and preferences. Traditional marketing methods often fall short with this generation, as they can quickly identify inauthentic or generic attempts to engage with them.

Hyperconnected and Visual Communication

Communication for Generation Z is mostly visual and usually instant. They are experts at using emojis, memes, and visual content to express themselves. Short attention spans, attributed to the constant flow of information, have made Gen Z highly skilled at filtering through content quickly. They prefer bite-sized, easily digestible information and have a strong affinity for video and visual platforms such as YouTube, TikTok, and Instagram.

What Is the Population of Gen Z? Well… Kinda Depends on Where You Are

Gen Z holds the distinction of being the third-largest generation in the United States after Millennials and Baby Boomers, making up 1 in 5 Americans (or 20.6 percent). In Canada, the numbers are a bit lower, with Gen Z encompassing roughly 18 percent of the Canadian population. However, their representation varies significantly across different countries. For instance:

• In Australia, Generation Z accounts for nearly 20 percent of the country’s population.
• In China, Gen Z constitutes around 16 to 18 percent of the nation’s inhabitants.
• In Japan, Gen Zers make up 13 percent of the nation’s population.
• On the continent of Africa, Gen Zers make up 31 percent of the population.
• And they account for as much as a quarter of the population in Nigeria, a country where more than half the population is under the age of 18.

Gen Z Money Moves: How Gen Z Earns, Saves, and Spends

Let’s talk about Generation Z and their money. In America, there are approximately 7.3 million full-time Gen Z workers who collectively earn a staggering $229 billion in full-time employment wages. Part-time employment contributes around $70 billion per year to their earnings. And since this cohort is still making its way into the workforce, we actually have to talk about allowances. Yeah. Allowances provided to Gen Z individuals amount to an impressive $57 billion per year. These statistics highlight the significant financial impact and economic potential of Gen Z in the workforce. 

If ever there was one generation that had a gift for hustling, it’s Generation Z. They’re not afraid to dive into the gig economy! About half of Gen Zers freelance to earn money (or more money), generating a substantial income of $40 billion per year from side gigs and freelance work.

They understand that in the current landscape, they have options. They don’t have to be tied to a desk to make money. They launch online businesses and create content on platforms like YouTube or TikTok to monetize their skills and passions. They’ve got that entrepreneurial spirit and they know how to leverage technology to their advantage.

They’re Savers

But what about saving? You might be surprised to learn that one of the defining characteristics of Generation Z is that they’re actually pretty money-savvy. Why? Well, think about it – they witnessed economic uncertainty and are determined to build a secure future. Many of them prioritize saving from an early age, whether it’s for education, investments, or simply building up an emergency fund. They’re all about that financial independence and having a safety net.

But They’re Also Spenders

Now, let’s talk Gen Z spending habits. What makes Gen Z want to buy? That’s what all the cool kids wanna know. Well, they’re not your traditional spenders. Gen Z values experiences and purposeful purchases. They’re more likely to spend on travel, events, and unique experiences that create memories. And when it comes to products, they’re all about brands that align with their values. Gen Z is known for their love of sustainable, ethical, and socially responsible companies. They want to feel good about where their money is going.

Does Gen Z Tip? Yes… If You Earn a Tip

This one is a popular question right now, and the answer is simle, but has a backstory.

#1 Tipping for All the Things. First of all, tipping practices are changing. You may have noticed that places that didn’t ask for a tip a year ago, all want you to determine – from transaction to transaction – whether you’re going to tip if you happen to make a point-of-sale purchase using a debit or credit card from a point of sale. So, there are more establishments (not necessarily people) requesting tips that may or may not go to the people actually serving you. #thatpart

#2 Gen Z dines out. Percentage-wise, they are least likely to be employed. Convenience-wise, however, Gen Z is the most likely generation to grab takeout. According to Morning Consult, 51 percent of Gen Zers polled say they have treid a new restarant in the last month, compared to 40 percent of all adults.

#3 Facts. Lean pockets + an affinity for eating out + an increase in random establishments requesting tips means that a generation who values authenticity, transparency, fair wages, and corporate responsibility is not going to be overly inclined to tip their hard-earned money (or their parent’s hard-earned money) without believing the tip’s been earned or that they see a compelling enough reason to do so.

Ready to -hole on all things Gen Z? Check out some of our other articles.

Generation Z’s Game-Changing Impact on Industries, Markets, and Marketing

Today, we’re witnessing a wealth of insights around how Gen Z is transforming corporate culture and reshaping the CSR landscape. But here’s the kicker: a whopping 42 percent of Generation Z is still on their journey to adulthood.

Currently, Gen Zers make up about 12 percent of the US labor force, according to the US Bureau of Labor Statistics. That number’s set to jump to 27 percent in the next two years. Which means…

Not only are they shaping corporate culture and changing the way companies do business, but Gen Zers are doing so largely as culturemakers and consumers, not as employees or company stakeholders.

The Influence of Gen Z on Corporate Culture and CSR Landscape is Just the Beginning

Gen Z has made its mark across various industries, catalyzing significant transformations from fashion and beauty to technology and entertainment. The way Gen Z consumes content on platforms like TikTok has prompted fundamental shifts in how other platforms including giants like Instagram and Facebook present content, moving from connection-based algorithms to interest-based algorithms.

As a result, brands have had to adapt and recognize that simply staying on-brand is no longer enough to raise awareness. They now understand the importance of being interesting and relatable to capture the attention of Gen Zers. This shift has compelled brands to completely revamp their social media marketing strategies. It’s a massive change.

Gen Z and Sustainability: Authentic Action, Not Empty Promises

Gen Z also places great importance on sustainable and ethical practices, pushing industries to take genuine responsibility for their actions and actively support the communities they operate in. Younger consumers prefer to spend their money with brands that align with their values both internally and externally. Nearly 4 in 10 younger Gen Z individuals expect brands to demonstrate social responsibility, while 3 in 10 expect brands to actively contribute to their local communities.

Consequently, brands must embrace social responsibility and community involvement if they want to establish long-term relationships with Gen Z consumers.

Generation Zers tend to lean on their moral compass with a strong inclination to stand up for what’s right. They prioritize critical issues such as healthcare, mental health, education, financial stability, civic engagement, racial equality, inclusion, and environmental conservation.

When it comes to healthcare… Gen Z is looking for convenience, efficiency, and transparency. They readily embrace telemedicine and are comfortable sharing personal information during virtual appointments.

Mental health… holds significant importance for Gen Z. A frequently cited study conducted by the American Psychological Association reports that when surveyed 27 percent of Gen Zers say they would describe their mental health as fair or poor, compared to 15 percent of millennials and 13 percent of Gen Xers. They are more likely than previous generations to be transparent about, and to seek treatment for their mental health struggles.

In higher education… Gen Z prioritizes skill acquisition for their careers, but for many Gen Zers, that no longer means a traditional four-year degree. According to a recent study conducted by ECMC Group, only 51 percent of Gen Z teenagers express interest in pursuing a four-year degree. That’s a huge drop off from the 2020 figures in which 71 percent reported wanting to head to college. Additionally, over a span of two years, there has been a 6.6 percent decrease in total undergraduate enrollment between the fall semesters of 2019 and 2021.

Financial security… They aspire to stable, well-paying jobs and aim to avoid burdensome student loan debt. They are open to non-traditional educational paths and entrepreneurial pursuits. The financial impact of COVID-19 has affected them negatively, but it has also made them more financially cautious.

Government involvement… Gen Z is not content with passive observation; they actively strive for change. They believe in the government’s role in addressing social issues and utilize social media platforms to advocate for causes, displaying high levels of online engagement.

Equality is a core value… Gen Zers champion diversity and work toward ensuring equal opportunities for all. They acknowledge the flaws in the system and support organizations that combat systemic racism.

Environmental concerns… Generation Z members are deeply concerned about climate change and expect brands to take a stand on environmental issues. Deloitte’s 2023 Gen Z and Millennial Survey reveals that 15 percent of Gen Zers believe they can positively influence their organization’s sustainability efforts. They are willing to invest more in sustainable products and show a preference for supporting environmentally conscious brands.

Conclusion

Understanding Generation Z means understanding Gen Z characteristics – that values and beliefs that make Zoomers such a standout group. These insights are key for businesses, marketers, and society as a whole. Gen Z habits, digital fluency, and social media wizardry are reshaping industries and pushing boundaries. By speaking their language, embracing innovation, and reflecting their aspirations, we can build meaningful connections and create a future that thrives with Gen Z’s dynamism.

As Gen Z continues to make waves, their impact will reshape everything—from commerce and technology to the way we connect and thrive together. So let’s tune in to their vibes, celebrate their uniqueness, and join forces to create a world that’s vibrant, inclusive, and bursting with youthful spirit for this extraordinary generation.

The post Meet Generation Z: Characteristics and Values of America’s Most Diverse Generation appeared first on The Shelf Full-Service Influencer Marketing.

So many marketers mistakenly think of Gen Xers and Baby Boomers as floating down the river toward retirement, unable to fight the tide. But dude… don’t be ridiculous!

Right now, Gen Alphas are discovering the genius of Jack Black with the popularity of the song “Peach” – an elementary school talent show staple this year.

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Gen Xers now make up the core group of 50-somethings, while John Wick, Ethan Hunt, and a few other iconic Boomer heroes continue to drive action movie franchises.

So…. yeah… the over-50 gang? Still the same rowdy bunch of troublemakers, system-buckers, and loners they’ve always been. Except now, they’re armed with their phones, a lifetime of wisdom, plus the confidence and autonomy that comes from having lived through some stuff. And both their fans and the brands love them for it.

What’s Cool About Partnering with Creators Over 50

Authenticity and Relatability

Influencers over 50 exude are real and relatable. Their life experiences and maturity bring a genuine and grounded presence to their content. They resonate with a diverse audience, including older demos, who appreciate their wisdom, humor, and relatability.

Diverse Perspectives

Mature creators offer a wide range of perspectives shaped by their diverse backgrounds and life journeys. They bring a wealth of knowledge, industry expertise, and unique insights that younger influencers may not yet possess. Their content explores a variety of topics, from personal growth and career transitions to health and well-being, allowing followers to gain valuable wisdom and guidance.

Breaking Stereotypes

By showcasing their vibrant and active lifestyles, influencers over 50 challenge societal stereotypes about aging. They prove that life doesn’t slow down after a certain age, but rather, it opens up new opportunities for adventure, learning, and personal growth. Their content inspires and empowers others to embrace their age, redefine what is possible, and live life to the fullest.

Engaging Community

Following influencers over 50 often means becoming part of a supportive and engaged community. These influencers foster meaningful connections with their followers, encouraging open dialogue, and providing a platform for like-minded individuals to connect and share experiences. The sense of community and belonging that emerges creates a positive and uplifting environment.

Embracing Change and Adaptability

Influencers over 50 showcase adaptability and embrace technological advancements. They prove that age is not a barrier to staying relevant and thriving in the digital world. By navigating social media platforms, creating captivating content, and building successful online businesses, they demonstrate that it’s never too late to learn and grow, inspiring others to embrace change and pursue their passions.

16 Captivating Influencers and Bloggers Over 50

Angelique Miles @angeliquemiles

Angelique Miles is the record industry veteran – turned – over-50 fitness model who was responsible for the careers of some of the biggest names in the music industry. And if you pay attention, you’ll also see throwback pics of those artists in her feed.

Today, the “fitness over 50 guru” is turning heads with her radiant skin (like, really – she glows) and incredible physique, while inspiring droves of Gen Xers to practice self-love with nutrition and good, old-fashioned sweat equity.

Her Instagram feed – where she has more than 111k followers – is liable to show pics of her pre-, during and post-workout. I spotted a sponsored post of her and Full(er) House’s Candace Cameron Bure in her Facebook feed, and another picture of Miles and singer Carrie Underwood post-workout in her Instagram feed.

Alyson Walsh is a freelance journalist, former magazine fashion editor, and the author of two books, Know Your Style and Style Forever. Walsh is the founder of That’s Not My Age, a fashion and lifestyle blog for women of all ages.

By, far one of my favorite fashion bloggers over 50, Walsh’s Instagram feed is curated to well-styled perfection. It’s an elegant mix of reserve and sophistication with a bit of the UK’s infamous 80s-styled anarchy rioting just beneath the surface.

When we first published this roundup a few years ago, Walsh had about 34K followers. As of this update (in June 2023), her followership has more than doubled to more 80K.

I dunno. There’s just something there that I can’t put my finger on. Her outfits are some of the dopest things I’ve seen on Instagram. 

Bon and Pon @BONPON511

We respectfully submit that Instagram’s cutest influencer couple may, in fact, be Boomers. Japanese couple Bon and Pon are killing it on Instagram with 898K followers and really great engagement on each post. How? By being awesome.

Bono and Pon appear together across Instagram in matching (but not identical) outfits, Bon standing on the left and Pon on the right. You can find them doing everything from boating and hiking to stroking a goat or just standing in the rain. They’re friggin’ awesome.

Evelyn – Over-40 Fashion and Lifestyle @fashionistaover40

Evelyn created Fashionista Over 40 as a way to showcase her lively ensembles and share style ideas with other women  entering their prime. For Evelyn, confidence has accompanied age.

Evelyn grew up in the Bronx and spent her late teens and early 20s living in Puerto Rico. Formerly a stay-at-home mom, Evelyn is now a grandmother with an eye for bold colors, tall heels, and striking jewelry. Since we first published this roundup three years ago, Miss Evelyn’s followership has quadrupled to 51K.

Arlinda @funkingafter50

I came across micro influencer Arlinda McIntosh while I was “flipping” through the pages of Alyson Walsh’s blog, That’s Not My Age. She was included in a roundup of over-50 influencers (along with Bon and Pon). Ms. McIntosh’s out-of-the-box (read, in-your-face) style reminds me of the vibe you get wandering the streets of Midtown Detroit -100% the work of a Creative, 100% drawn from the grit and guts it takes to build something amazing out of scraps and found materials.

McIntosh is the creative director and founder of Sofistafunk, a “slow fashioned lifestyle collection of versatile zero-waste skirts”. Her elegantly flamboyant skirts coupled with her low-key persona have earned her the moniker #thefairyskirtmother.

Sofistafunk is doing its part to reduce waste: “In our efforts to be more environmentally responsible, 99% cuttings are re-purposed into other useable fashion moments, so they never reach the already overflowing landfills.”

Ernestine Shepherd @shepherdernestine

Ernestine Shepherd 87 years young, and the oldest competitive bodybuilder. She is both a mid-tier influencer with 92K followers and a global inpsiration. Ms. Shepherd shatters typical perceptions of how an 87 year-old looks, how she feels, who she is, and what she does.

She’s now world-renowned, but Mrs. Shepherd wasn’t always fit.  In her 50s, she was swimsuit shopping with her sister, and they noticed that they were out of shape.  After a few well-timed  jokes about one another’s appearances, they decided to do something about the way they looked and felt.  They vowed to start on a journey to health. 

Despite losing her sister, she continued to push, beyond her wildest dreams. She has held the world record as the oldest competing bodybuilder and maintains a body fat percentage of 9-10% even out of competition.

 She now gives back by being a personal trainer to other female seniors. To stay in shape, Ernestine still trains and runs a very impressive  80 miles a week. Amazing!

Jenny Kee @jennykeeoz

All across the globe, but especially in Australia, the name Jenny Kee has become synonymous with the words fashion icon.  Her eclectic and unforgettable designs have completely revolutionized the global  definition, philosophy, and face of high-fashion

She has received numerous commissions, including the design of her breathtaking parade of costumes for the Opening Ceremony of the Sydney 2000 Olympic Games. She’s even styled Diana, Princess of Wales. She knows that she’s far too gifted to stop designing people, so she’s also designed a housewares line for Target!

Kee attributes her success to the planet Earth, and living within nature.  She designs nothing without considering the earth and its role in her art.  Outspoken about her love and dependency on the planet, on her website, she declares ” I really cherish this earth.  It’s behind everything I do”

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Lyn Slater, @iconaccidental

Lyn Slater,  a 70-year-old mega influencer with more than 757K followers on Instagram. Lyn Slater is an Associate Professor at Fordham University Graduate School of Social Services remembers the day she became the Accidental Icon. Waiting for a friend outside during fashion week, she was suddenly swarmed by hordes of thirsty photographers, journalists, and tourists who assumed, because she was so well-dressed that she must’ve been a fashion icon.  

She was wearing a perfectly tailored Yohji Yamamoto suit and her arm was adorned with a Chanel bag. As the chaos died down, and she sat down to lunch with her friend, they laughed. Her friend joked “You’re an accidental icon!” Lyn knew that would be the perfect name for a blog.

And what an amazing blog she’s built.  She embodies the idea of living a life unrestrained by societal norms and biases.  She’s designed her blog in such a way that it targets and caters to ‘Women who live interesting but ordinary lives.’ I found it almost impossible to stop reading as I was offered a seemingly exclusive look inside her very intriguing everyday life, as she shared victories, frustrations, and even bad hair days!  

Never once mentioning age or aging, Lyn offers her readers advice- allowing them to glean from her ample wisdom. After sharing her life, and teaching readers everything from how to pair your earring with your personality to self-reinvention, she wraps up each post with calls to action; urging participants to share their lives as well.

She’s mysterious, poised, and is indeed iconic. And she knows it!  She’s changed her Instagram bio to reflect that she’s a ‘No Longer Accidental Icon’. Epic!

Linda Rodin @lindaandwinks

Linda, crowned with ageless beauty, has been turning heads for decades!  Starting out as a model in the sixties, Linda excelled, and moved up in the fashion industry quickly.  She began exploring many opportunities; Climbing the perfectly accessorized ladder to success.

She went from fashion buyer, to consultant/stylist of A-listers, icons and elite brands. She also rose to the ranks of a boutique owner. Inevitably, she found her sweet spot as the Founder of beauty brand RODIN olio lusso. The beauty mogul formly believes that “there is beauty in simplicity”. She cites it as a philosophy that has helped shape her career. After only six years of operation, Estee Lauder acquired the company. Her unmatched face oil formula was a major consideration in the acquisition.  After reaching the pinnacle of her career in human fashion, Ms. Rodin shattered expectations by pivoting into a slightly different niche. 

Sporting a beautiful head of platinum grey hair and oversized specs, Linda is rarely seen without her nine year old best friend and business partner, Winks. The adorable, fashion-conscious poodle is Linda’s muse.  Winks is the inspiration behind Linda and Winks, a haberdashery of sorts for you four-legged family members.  

Sticking to her simplistic design ideology, the shop carries a single tote design, a single flavor of beautiful flower shaped dog biscuits, and a collection of leash and collar sets Ten percent of all Linda and Winks proceeds benefit The Humane Society of New York. with nostalgic names like Wild Thing, Mellow Yellow, and Aunt Dottie (who ran an amazing hat shop when Linda was a teenager). Similar to other growing fashion empires, inclusion is very important. Linda is careful to mention on the site that these products aren’t for poodles only!

Nickelson Wooster @nickwooster

Sophisticated, stylish, sexy, confident, gaze-worthy. All words that describe Nickelson Wooster. Nick is a design and retail consultant who has spent over three decades in the menswear space. With over 1M followers on Instagram, Nickelson Wooster has grown an audience of followers who are clamoring 24/7 for his feed full of collabs, paid partnership, and just every streetstyle vibes that are uniquely Nick.  

If you don’t follow him, but he looks familiar, that’s because you’ve probably seen him somewhere before. Nick Wooster is like the ultimate fashion expert, you know? He’s been in the game for over 30 years, working at all the top American fashion brands and stores like Barney’s New York, Bergdorf Goodman, Neiman Marcus, Calvin Klein, Ralph Lauren, and even JCPenney. He started out as a buyer, then got into design, and eventually made his way back to retail as the Men’s Fashion Director.

All sunshine, butterflies,a dn rainbows? Not really. Nick is actually no stranger to adversity, but he’s never allowed himself to stay down. Growing up as a member of the LGBTIQ community in Kansas in the 70s wasn’t easy, neither was beating drug addiction. But after college he made his way to New York where he thrived in the fashion industry.

I know the Dos Equis guy seems super intriguing. But may I suggest to you that Nickelson Wooster is in fact the most interesting man in the world?

Irvin Randle @irvinrandle

Nick-named, #MrStealYourGrandma on Instagram, Irvin Randle has ‘drip’ that transcends generational boundaries. The 58-year-old Houston native has a background in education that he remains true to. Being pursued by talk shows, media outlets, and the demands of his fans never takes a backseat to the passion he has for education.  He has dedicated his work and website to education.  

Pushing the philosophy that coordination is key, Randle offers personal style guidance, grooming advice, and fitness advice to men over 50. He even suggests grooming products categorically, intentionally pairing fragrances to create balanced notes.
Admittedly, his physical attractiveness is what grabs your attention, but what keeps it is the value he provides. He’s worked with AARP, and has been featured by Essence, USA Today, The Real, and on The Wendy Williams Show!

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The Big Wrap-Up

This isn’t the end of the list. There are tons more over-50 and over-60 influencers who are building their audiences on Instagram. The twelve Gen Xers and Boomers featured today are just a handful in a sea of mature influencers with what author Ari Seth Cohen calls “advanced style”.

Do you need influencers for your next big product push? Ramping up sales? Drumming up leads? Influencer marketing – when done right – delivers the kind of consistent returns you just can’t get with your PPC ads. Let us help you.

The post 16 Influencers and Bloggers Over 50 We’re Following appeared first on The Shelf Full-Service Influencer Marketing.

A lot has changed since we originally published our influencer marketing Q&A back in 2018. In that time, influencer marketing industry has gone from being new and shiny to being new and shiny and ever-changing – our strategy team literally updates the team on changes in the space in our weekly meetings. Its value has grown from $1 billion in 2018, to being projected to generate more than $20 billion by the end of 2023.

My point is – things change fast in this space. So, it’s not unusual for brands to feel unsure when it comes to knowing what works and what doesn’t when it’s time to run influencer marketing campaigns. See…

At The Shelf, we consider ourselves one of the die-hards, and with our devotion comes great knowledge. So, we want to answer some of the more common influencer marketing questions that come up with clients, influencers, and marketers alike. Think of this page as your go-to when you find yourself scrambling for the influencer marketing FAQs, and be sure to bookmark it.  

#1 What is influencer marketing? 

Likely one of the first influencer marketing questions that comes up in your mind is, well, “what is influencer marketing?” 

Influencer marketing, or Creator Marketing, is a type of marketing that leverages influencers on different online platforms. It’s a virtual version of word of mouth marketing where an individual endorses a product or service to their online community. 

There are multiple different social media platforms playing host to more than 50 million social media influencers. These platforms are where creators share photos, written thoughts, videos, vocal discussions, and animations. Different types of influencer collaborations take different shapes.

For example, a dog account on Instagram may partner with a brand to promote dog food or treats that are thoughtfully incorporated into their usual content. Like @2husketeers in their Instagram post featuring Stella & Chewy’s. The influencer understands their community and is an expert in connecting authentically with their followers in their chosen niche. 

Much of the process of ensuring your social media influencer marketing is effective relies on being able to pinpoint which platforms your audience frequents as well as the influencers that are going to best communicate your brand’s message or story. It’s this type of engagement that brands should capitalize on as it maximizes effort and increases the effectiveness of your influencer marketing campaign. 

#2 How many followers do you need to be an influencer?

An influencer, by definition, is someone who is able to influence the views and actions of their community. So, we typically think of an influencer as first and foremost, someone who is deliberately and actively exercising their influencer. Meaning a post may do well or go viral, sure. But in order to be an influencer, someone has to have the intention of being an influencer. So, keep that int he back of your mind – being an influencer isn’t just about growing a following.

Does the size of said community matter though? 

Yes. Well, sorta.  

There are different types of influencers that range from nano influencers with 1,000 followers to celebrity influencers (1 million or more followers). In fact, The Shelf platform automatically starts pulling social media profiles once a social media user hits 1,000 followers on a single platform.

There are 5 types of influencers: nano, micro, mid-tier, macro, and mega (celebs like Johnny Depp or Lizzo). The account should specialize in some topic (niche) and be a good/credible source of information, entertainment, etc. 

This may be one of the influencer marketing questions that doesn’t have a clear-cut answer. However, accounts on Instagram with 1,000 followers or more can be a good starting point as a minimum for being considered an influencer. 

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#3 How do brands find influencers?

Brands typically connect with influencers in one of five ways:

1. Contacting influencers directly
2. Subscribing to an influencer marketing platforms with search capabilities
3. Hiring an influencer agent who represents multiple influencers, or
4. Bringing in an influencer marketing agency like The Shelf that manages influencer marketing campaigns.

That said, there are steps you should take ahead of time to make the influencer selection process more effective. First, make sure you have set out your goals or desired outcomes and campaign ROI you expect to see, as this will influence your selection process. 

#4 What do brands look for in influencers?

Brands create detailed personas or criteria to keep them on track during the influencer selection process. While following or engagement are key influencer marketing metrics, there are other aspects that many brands overlook.

Alignment is critical, which means elements like values or style should naturally coincide with the brand. You might seek out experienced influencers that are professional, responsive, and offer analytics or a portfolio. 

Think of this influencer draft as your hype team that acts more like long-term ambassadors for your brand as opposed to fulfilling the needs of a single campaign. 

Depending on your campaign goals, you can adjust some of your criteria as you seek out influencers that match your checklist with followings that include current or soon-to-be customers. 

Here are some influenc influencer marketing best practices when it comes to optimizing your influencer marketing tactics, especially in relation to finding rockstar influencers. 

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#5 Who owns the sponsored content that influencers create?

One of the most common influencer marketing mistakes we see brands making is not understanding content rights in the current influencer landscape. In 2019, the conversation around content rights and content usage were very different than they are right now. A LOT has changed since COVD-19, in part, because we all leaned so heavily on influencers to keep us informed, entertained, calm, and distracted. We have a post where you can dig into the three big shifts that happened in the influencer marketing space in 2020.

Suffice it to say, you must explicitly get the rights to reuse influencer-generated content as UGC, and there will usually be stipulations worked into the contract around the amount of time In the United States, the copyright goes to the creator, so you’re going to need explicit written permission. This is true whether it’s organic like user-generated content (UGC) or if you paid the creator for content (sponsored). 

UGC is the gateway to influencer marketing heaven. It can revolutionize your influencer marketing strategy, so it’s in your best interest to secure content rights – in writing – ahead of time so that you can avoid complications. Be proactive and get your ducks in a row before capitalizing on sponsored and non-sponsored content as it can level up your content, authenticity, engagement, and sales. 

#6 Are there laws governing influencer marketing?

Many of the questions we get around influencer marketing, especially from our larger brand clients, center around brand safety and the legalities of influencer marketing. The UGC and copyright laws we addressed in question five come up regularly in campaigns, which is why content ownership should be clearly outlined ahead of time. 

Brands and influencers also need to abide by the Federal Trade Commission (FTC) guidelines, which require clear disclosure. This means that influencers need to explicitly note whether they were paid or sent free product. Mediakix reports that a celebrity may post roughly 58 sponsored posts in a year with only 3 being compliant. Don’t be like them.

Familiarize yourself with the FTC guidelines to avoid having you or your brand’s name in a legal battle. And be sure your influencers are abiding by the rules and regulations for each platform before they post their content. 

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#7 Which social media platform is best for influencer marketing?

Social media platforms continue to grow and adapt in the fast-paced industry of influencer marketing. This is one of the influencer marketing FAQs that doesn’t have a perfect answer. 

It’s all about where your audiences live and your overall campaign goals. For some, this might be capitalizing on the growth of e-sports and partnering with popular Twitch users, or possibly Instagram for aesthetically-pleasing photos and reels. Or, you might seek out TikTok for its viral nature and growth. The start of 2021 reported 9% of marketers using the platform, and by the middle of the year showed that more than half of all agencies intended to sponsor influencers on TikTok. 

While there isn’t a perfect answer to this influencer marketing question, diversifying your approach can support a winning campaign as you expand your efforts. 

#8 What is always-on influencer marketing? 

“Always-on” is a phrase that translates into long-term and sustainable marketing efforts that create consistent progress. This could mean seeking out ambassadors instead of one-off influencers for a single campaign to create lasting trust and ongoing content. This helps you achieve brand affinity over transactional interactions that can feel less authentic or effective. 

This usually involves broader campaigns that give you more wiggle room when it comes to the timing or messaging of your strategy. You may set up automated gifting or find ways to deepen your relationships with influencers to increase your chance of real, high-quality content.

#9 How can you tell if an influencer campaign worked?

One of the challenges of influencer marketing is the ability to track the data. While some campaigns may be cut and dry when you look back at the increase in sales after a new launch, others that focus on brand awareness may be harder to interpret. 

Set clear goals and strategies for tracking and reviewing the results before starting the campaign, so you know your KPIs from the get-go. This could mean measuring engagement rates, referrals, sales, hashtags, reach, promo codes, etc. You’ll likely use a mix of these indicators depending on the platform, campaign type, and niche, among other things. 

#10 Does influencer marketing lead to sales?

Mark this as one of the easiest influencer marketing questions to answer.

YES! A thousand times, yes. If it didn’t, we wouldn’t be crushing it at The Shelf. Influencer marketing has become the industry standard for helping brands steadily grow and offers up to 11x the ROI (this stat was specifically for the beauty vertical) than other forms of marketing. Businesses get roughly $5 for every dollar spent on influencer marketing.

Pretty awesome, right?

#11 Does influencer marketing affect your SEO?

A search engine is designed to give the searcher the best, most relevant answer. However, just like this influencer marketing question, it’s a little complex. 

Search engines can use social signals to inform ranking, which take into account collective shares or general social viability. This can improve organic search just like a healthy backlink profile. Some social media platforms like YouTube or bloggers with their own website are easier to analyze or track. 

While you may not be able to see it, everything from someone mentioning your brand on Reddit to a Facebook share could impact your SEO. One the flip side, social media greatly boosts your SEO strategy as many find themselves redirected to a product page after seeing an influencer with something they fancy. 

Both SEO and influencer marketing are intimately connected and can work together to guide your customers to you. 

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Influencer Marketing ROI: Which Metrics Will Give You the Best Campaigns?

#12 What are the benefits of influencer marketing?

The benefits of influencer marketing extend far beyond just to flight time of the campaign and dot the path to purchase at every pivotal touchpoint. Or at least it could. According to Salesforce, the average path to purchase now travels across nine different platforms – not seven touchpoints, like marketers have been saying since the 1930s, but nine different channels. Which means, an omnichannel approach to marketing is non-negotiable.

Influencer marketing helps you increase everything from audience size to your quarterly sales. You can shape brand perception, affinity, and overall value with a well-designed campaign. 

You can achieve your goals with ease when you use influencer marketing to your advantage. The potential is only limited by your imagination when it comes to the benefits that this marketing format can provide you and your brand. 

#13 What does an influencer marketing platform do?

An influencer marketing platform serves as a marketplace that connects brands with social media influencers and content creators. These platforms vary in features and sophistication. Some allow you to use filters to streamline your influencer discovery process. Others provide a full suite of tracking capabilities to help you monitor your campaign and measure performance.

By harnessing the reach and credibility of influencers, these platforms enable brands to reach a targeted and engaged audience, driving brand awareness, engagement, and ultimately, business growth in the digital age.

#14 How much does influencer marketing cost?

We’ve covered the influencer marketing questions that show you the ROI potential and undeniable benefits, and now, you may be wondering how much all of this is going to cost you.  And the answer is always: it depends.

There isn’t a perfect standard for influencer rates. We once had a brand client ask about the conversion rate of dollars to likes. That’s like asking me the formula to convert the scream of a single Eras Tour concert goer into Taylor Swift merch dollars. That’s not the math maths. And it’s now how consumers shop – at least not in 2023.

There was a time when influencers would charge based on the size of their audiences, the platforms on which they wielded influence, and their experience. So, the standard published rates you see floating around industry publications that say YouTube influencers charge somewhere between $50 – $100 per 1,000 views is an adequate starting point. But the truth is influencers set their fees based on multiple factors including:

• follower size
• engagement ratio
• vertical/category
• platform
• content format
• content reuse
• length of content license
• length of time content stays in their feed
• allowlisting permissions
• time of year

Are some influencers happy with free products? Yes, but that’s the exception, not the rule. while others may charge more than the average if they serve a more niche audience or produce high-quality content. So, be sure to set up a budget ahead of time before you start reaching out, so you know what kind of influencers can provide you with the best bang for your buck.

As far as agency services, you can check a directory like Clutch and find out that many companies that self-identify as influencer marketing agencies have listed their prices starting at $1,000. Does that mean you can run an entire influencer marketing campaign for a thousand bucks??!!

Uhhh… #shrug

But you can certainly partner with smaller nano and micro-influencers who may charge modest fees for their services.

Conclusion

Influencer marketing is not just a trend; it’s a proven strategy that yields substantial returns on investment. With careful planning, alignment of values, and a solid understanding of the influencer landscape, brands can capitalize on the power of influencer marketing to engage audiences, foster authenticity, and drive sales growth. Use this Influencer Marketing FAQ as an indispensable resource for anyone looking to navigate the complex world of influencer marketing successfully.

The post Influencer Marketing FAQ: 14 Frequently Asked Questions on Influencer Campaigns appeared first on The Shelf Full-Service Influencer Marketing.

How Gen Z Socials

Let’s take a look at the social media habits of Generation Z and the role social media creators play in influencing their buying decisions.

How Much Time Does Gen Z Spend on Social Media?

The average Gen Zer spends about three hours a day on social media, with more than half of them spending 4 or more hours on social media every single day. While they’re not huge proponents of doom-scrolling, or even of using social as their go-to for work, Gen Zers rely on social media for leisure – using it for entertainment and connection.

Using Social Media as the Great Connector

Generation Z’s relationship with social media goes beyond entertainment and just having something to do. Social media platforms are integral to their daily lives, serving as spaces for self-expression, connection, and information sharing.

They know what’s up when it comes to the latest online trends, from viral challenges to the coolest filters. And they’re all about keeping it real with genuine connections that they initiate, foster, and nurture on social often before transferring those relationships to the physical world.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. For them, social posts are more akin to a continual stream of consciousness or their train of thought – a connection point.

For Generation Z, social posts aren’t a highlight reel like they were for Millennials. They’re the social media equivalent of their train of thought. Their posts and stories are a window into their lives and passions. They look for authentic and relatable content, valuing transparency and open dialogue.

This generation’s online trends revolve around inclusivity, empowerment, and social activism, as they leverage social media to amplify voices, drive conversations, and champion causes that matter to them.

Gen Z Social Media Platforms: Where They Hang Out and Why

When it comes to their favorite social media platforms, one stands tall above the rest: YouTube. Pew Research reveals that a staggering 95% of Gen Z teens between the ages of 13 – 17 use YouTube, making it the undisputed champion among teenagers. In fact, 19% of teen YouTube users admit to being constantly glued to the platform, which just further cements its significance as a go-to platform for Gen Zers.

Sidebar… YouTube is also a favorite with Gen Xers and Boomers.

But YouTube isn’t the only platform that captures the hearts of Gen Z. According to SproutSocial, 81% of Gen Zers have a fondness for Instagram and YouTube as their preferred social networks of choice. These platforms provide them with an outlet for self-expression, connection with others, and access to a vast array of content.

Instagram, TikTok, and Snapchat are the Hot Spots

When it comes to other popular social media platforms, Instagram steals the spotlight, with 62% of teens claiming to use it regularly. It secures the third position for teens’ most used platform, with Snapchat closely following at 59%. For 15% of teens, Snapchat is their go-to app – they’re basically on it all day long.

Gen Z Is In the Metaverse

Beyond just your run-of-the-mill social media apps, Gen Zers and their older counterparts, Millennials, are the most likely generations to spend time in the metaverse, according to Influencer Marketing Hub. The YouTube Trends Report revealed that socializing with friends and playing games are the most popular activities for Gen Zers when they enter this virtual realm.

So to recap: YouTube reigns supreme, Instagram remains a vibrant hub of self-expression, and the allure of the metaverse beckons. While Gen Z may be skeptical of social media as a trusted news source, they still rely on it daily for updates and connections.

Gen Z Preferred Content Formats

Gen Z has its own unique preferences when it comes to consuming content on social media. That means if you’re looking to engage with this tech-savvy generation, ya gotta know how to reach them on their own terms. So, let’s discover what type of content Gen Z prefers. 

It’s All About Short-Form Video for Generation Z

If there were a single content format that we’d say Gen Z was responsible for popularizing, it would have to be short-form video. Short-form video has taken the digital world by storm, and that whole trend pretty much started with Gen Z on Musical.ly and then TikTok. 

That Time Gen Z Made TikTok the Hot New Thing Everybody Was Doing

TikTok exploded during the pandemic and went from being a short-form video app teens were using to post 15-second dance challenges to being the most downloaded app in history. Seemed like EVERYBODY was on TikTok.

The following year (2021), Instagram launched Reels, a similar short-form video platform very much like TikTok that was [probably] low-key designed to stop the mass exodus from IG to TikTok. Then, like now, TikTok had INSANE reach and engagement while Instagram’s reach and engagement had been dropping drastically for years .

Unlike IGTV which was a separate Instagram app for long-form video content, Reels was an on-platform feature very similar to TikTok that Grammers could use to create, edit and post short-form video. The only major difference was that Instagram’s algorithm worked differently (which we’ll get into in a bit).

Nevertheless, in a very short time, all the major social media platforms were prioritizing short-form video content. Pinterest had Idea Pins; YouTube had Shorts. Even LinkedIn prioritizes short-form video content on mobile.

But that’s how impactful short-form video was and is for both content creators and those of us who are avid video watchers. According to the 2022 YouTube Trends Report, nearly 6 in 10 Gen Zers (59% of them) use short-form video to discover things they later watch in longer versions. These bite-sized videos provide a quick and entertaining way to catch their attention and leave them wanting more.

Gen Z x Podcasts: Audio Is an Important Format for Gen Z, Too

In a world dominated by social media and constant connectivity, Gen Z is always on the hunt for refuge and many take comfort in podcasts. Young listeners are turning to this medium for relaxation, escapism, and staying informed about the latest topics and social issues.

According to the Gen Z Podcast Listener Report  conducted by SXM Media and Edison Research, the number of Gen Z monthly podcast listeners between the ages of 13 and 24 years old (the oldest Gen Zers turn 26 this year, just an FYI) has increased by 57% over the last five years.

Approximately 24 million Gen Zers, or 47% of this demographic, have engaged with podcasts in the past month. Of those who are monthly podcast listeners, 75% listen to a podcast at least once a week.

To put this in perspective, there are about 66 million Gen Zers in the US, give or take. Of the ones who fall between the ages of 13 and 24 years old, 24 million of them listen to podcasts at least once a month, and 18 million of them are weekly podcast listeners.

Let’s break it down further:

• 80%  of 13-17-year-old monthly listeners are also weekly podcast listeners
• 72%  of 18-24-year-old monthly listeners are also weekly podcast listeners

This surge in podcast popularity can be attributed to a couple of different factors, including the trend of celebrities and influencers expanding their audiences and reach by adding podcasts to their content library.

Intimacy + That Personal Touch

Podcasts offer an intimate and personalized experience for Gen Z listeners, unlike other forms of media. Media scholar Henry Jenkins explains that podcasts are designed to be listened to on earbuds, creating a more personal connection between the listener and the content. This intimacy, combined with the focus on the human voice, allows podcasts to serve as a storytelling technique, making listeners feel like they are having a conversation with the hosts. As a result, podcasts provide a unique escape from the overwhelming noise of corporate media dominance.

Are Podcasts a Healthier Alternative to Social Media?

One thing worth noting from the Gen Z Podcast Listener Report is that podcasts offer a welcome contrast to social media in terms of emotional well-being. Over 80% of Gen Z listeners use podcasts for relaxation, escapism, and gaining a better understanding of their own feelings. This is important because a significant number of Gen Zers believe that social media has negatively impacted their emotional well-being. That feeling, unfortunately, is backed by sound science. A report by the McKinsey Health Institute highlights that spending more than two hours a day on social media can have detrimental effects on Gen Z’s mental health.

While the average Gen Zer spends 21 hours a week on social media platforms, of those who listen to podcasts at least weekly, 39% spend five or more hours listening to podcasts per week, and 22% spend 10 or more hours a week listening.

But the tie between social media and podcasts goes a bit further. According to the Gen Z Podcast Listener Report, 44% of podcast listeners 13 to 24 years old discover podcasts on social media, either by seeing something about the podcast in their feeds or through an influencer or someone they follow on social.

That’s not insignificant and just one more reason to focus your efforts on building omnichannel marketing into your influencer marketing strategy.

Do Podcasts Influence Gen Z Spending?

Yep. Podcasts not only provide a respite from social media but also have a tangible impact on Gen Z’s consumer behavior. The Gen Z Podcast Listener Report reveals that four in ten podcast listeners ages 16 and above have made a purchase after hearing a podcast ad, while one in three has asked someone to buy a product for them after hearing it advertised in a podcast. #thatpart

So, if you’re wondering if podcast influencer marketing and podcast marketing are effective methods of reaching Gen Z…  yes.

Visual Elements Matter

Overlays, visual effects, and stylized content should be a top priority. These eye-catching elements have proven to be marketing gold for both influencers and brands alike. They add a touch of creativity and make the content more engaging, attracting the attention of Gen Z and leaving a lasting impression.

And the Quirkier the Better

Both Gen Z and millennials have a particular affinity for quirky, quick, and high-quality content. They enjoy content that stands out from the crowd, captures their imagination, and provides a unique perspective.

So, if you want to connect with Gen Z, don’t be afraid to infuse your content with a dash of quirkiness and ensure it’s easily digestible.

How Gen Z Stays Up on Current Events

This Generation values staying informed, and not just grabbing a bunch of intel, but also being able to leverage it to share or impact outcomes.  So, it makes sense that Gen Z would turn to social media for news. While social media plays a crucial role in the lives of Gen Z, their trust in it as a news source is somewhat shaky .

Interestingly, despite the prominence of online news outlets, 60% of Gen Z still place their trust in newspapers (believe it or not).  And they consider social media the least reliable news source, followed by podcasts and cable news networks.

If they don’t consider it reliable, how is social media still a primary go-to for news? The answer is simple – UGC. While the narratives published by larger media outlets tend to elicit a side eye, a lot of breaking news now comes by way of eyewitness accounts that people post to their social feeds.

A good example of this is ATLSCOOP, an Instagram account that classifies itself as a community ( important, right? Because of who the audience is), not a publisher.

And much of the content that ends up in their feed is user-generated content from IG users who are finding situations and breaking news out in the community, posting pics or videos, and tagging @atlscoop in their posts.

Gen Z Content Themes

When it comes to social media content, Gen Z has their finger on the pulse of what’s trending and what captures their attention. This influential generation embraces a wide range of themes and trends that reflect their diverse interests and desires. Let’s explore the fascinating world of Gen Z’s social media content preferences and discover what makes them tick.

The Big Chill

You would think youth would automatically be about high energy, a fast pace, and quick pivots. But the math on that just ain’t mathin’.  In fact, the opposite is true. Gen Z teens and young adults are more thoughtful and slower to act. They value comfort, peace, and chill mode.

Check this out:

• 83% of Gen Zers have sought solace in soothing content on YouTube, using it as a way to relax and cope with the pressures of life. From ASMR videos to calming nature scenes, they turn to social media to find moments of tranquility amidst the chaos.
• A staggering 90% of them have watched videos that transport them to a different place. Whether it’s virtual travel experiences, immersive storytelling, or vicarious adventures, Gen Z craves content that allows them to explore new worlds without leaving the comfort of their screens. These videos provide an escape from reality and fuel their thirst for discovery and curiosity.
• 69% of Gen Z say they return to creators or content that feels comforting to them.

Horror Content

Perhaps the other extreme is true as well in that 53% of them are drawn to online horror content, showcasing their fascination with the macabre. Whether it’s creepy stories, eerie videos, or spine-chilling experiences, they find excitement in exploring the darker side of the internet. So, if you’re looking to captivate Gen Z, don’t shy away from embracing the spooky and supernatural.

Online Community-Building Adventures: From Fandoms to Fashion Trends

Gen Z is all about embracing their passions and expressing their support for their favorite people and things. The majority of Gen Zers – a whopping 61% of them – proudly describe themselves as HUGE fans of one thing or another. Whether it’s a favorite band, an iconic TV show, or a talented creator, they wholeheartedly invest themselves in their fandoms.

Now, let’s step into the metaverse, where socializing with friends and playing games reign supreme. These two experiences have emerged as the most popular activities within virtual realms. Gen Zers gather with their friends, both old and new, to engage in lively conversations, explore virtual environments, and embark on gaming adventures together.

The metaverse has become a digital hangout where communities flourish, bonds deepen, and shared memories are created. What’s the metaverse, you ask? It’s like a digital wonderland where virtual and real worlds collide. Picture yourself exploring immersive virtual environments, attending virtual events, and interacting with avatars. Gen Zers are drawn to this cutting-edge concept, where the possibilities are endless and the adventures are boundless. 

Let’s play some games! According to YPulse, a whopping 88% of Gen Zers and 70% of Millennials regularly engage in gaming. Whether it’s console games, mobile apps, or online multiplayer adventures, gaming has become a significant part of their online lives. They immerse themselves in captivating storylines, conquer virtual challenges, and connect with friends through shared gaming experiences.

Fashion is another powerful thread that weaves Gen Z’s online communities together. A striking 60% of Gen Zers say they can replicate any fashion trend… on a budget. They’re savvy shoppers who have grown up during a time of economic uncertainty. So they know how to find affordable alternatives to popular trends and create their own unique styles.

Individuality is also an important theme, but for the content they consume and for the content they create. From thrift store finds to DIY fashion projects, they embrace their individuality and showcase their creativity through their outfits, ideas, and talents. Online platforms become their runway, where they can inspire and be inspired by fellow fashion, gaming, farming, music, (fill in your hobbies here) enthusiasts. 

Comfort Zones

Now, let’s talk about what keeps Gen Z coming back for more. A staggering 69% of them say they return to creators or content that feels comforting to them. Whether it’s heartwarming stories, relatable experiences, or familiar faces, they seek comfort and authenticity. 

And a Chance to Have Their Say

When Gen Zers land on your posts or websites, they want to do something. They want to tap, swipe, and click their way through the experience. Younger customers crave interactivity and engagement. So, make sure your content provides opportunities for them to take action and be a part of the journey. Whether it’s polls, quizzes, or interactive videos, give them the chance to participate and make their mark.

Gen Z x Social Media – a Distinctive Combination

The generation representative of young adults has pivoted away from many of the behaviors marketers have grown to recognize as pretty standard as it relates to young people and how they use social media. Gone are the days of painstakingly curated feeds and putting every purchase to a vote within your social network. Gen Z social media preferences and behaviors center around authenticity, individuality, and connection.

Instagram is the new phone number. The socially-driven algorithms that power Stories and DMs allow Gen Zers to rely on social media to build relationships that extend beyond the digital world. They are conscientious about engaging with content that promotes self-awareness, fairness, and relaxation. They’re about their grind, but only as a means of securing their financial futures, not for the bragging rights. The point is this – if you’re going to be successful reaching Generation Z on social media, you’re gonna need to know how to do it. An we can help.

Ready to -hole on all things Gen Z? Check out Gen Z catalog.

The post Gen Z Social Media: How They Use It and the Content They Want to See appeared first on The Shelf Full-Service Influencer Marketing.

Holidays are great marketing opportunities waiting to happen, and Father’s Day is no exception. You’ll see a wide range of campaigns across social media, many of them featuring famous, celebrity dads. But, if your budget won’t quite stretch to include a cameo by famous dads like Kevin Hart or Chris Pratt, you can always harness the power of the growing army of dad influencers.

There may be more options available to you than you first thought when it comes to running a super-successful Father’s Day influencer marketing campaign.

Recognize That Fatherhood Is Changing

We mentioned it in our article on Millennial Parents – fatherhood has changed. With the average age of a new dad in America sitting at around 30 years old, Millenial Men are dad to most of the Gen Alpha babies now being born. And Millennial families are, by and large, two-income families. That means there’s a distinct shift in household chores.

Men are home more in general though. Today’s fathers are more likely than previous generations to divvy up housework and spend their free time with their kids.

And in the past 20 years, we’ve experienced a consistent rise in the number of stay-at-home dads. Earlier today, I watched a CBS report on the 7 million or so men of prime working age who are missing from the U.S. labor force. And I would bet dollars to donuts that many of the fathers who fall into this category aren’t just out there chilling and gaming as the report said. Many of them are home with their kids.

There’s an older stat from Pew Research that I came across time and again while researching this article: it is estimated that in 2012, about 2 million of America’s dads were stay-at-home dads. That number’s probably gone up.

Last year, one of the more noteworthy back-to-school trends I saw while researching another article (I like data ) was that the percentage of school-age kids whose parents had decided to homeschool them on the heels of the pandemic has doubled. So, there’s a good chance more dads are also home to care for kids who aren’t venturing into school buildings anymore.

Father’s Day marketing to and for Grandpa will be distinctly different from marketing to adult grandson.

Identify the Right Audience for Your Father’s Day Marketing

Who are you targeting with your campaign? That’s probably the first step here. It’s okay to target different audiences with your marketing efforts, as long as your messaging lines up with what each of those audiences wants to see and hear. Father’s Day is one of the more popular holidays as far as participation goes. Last year:

• 84% of 18 to 24-year-olds planned to celebrate and spent an average of $213.24 per person
• 88% of 25 to 34-YO planned to celebrate and spent an average of $248.98 per person
• 89% of 35 to 44-YO planned to celebrate and spent an average of $245.16 per person
• 78% of 45 to 54-YO planned to celebrate and spent an average of $142.89 per person
• 66% of 55 to 64-YO planned to celebrate and spent an average of $118.17 per person
• 56% of those 65+ planned to celebrate and spent an average of $91.80 per person

So, if you’re targeting people who are shopping for their fathers vs those who are shopping for their husbands, it’s also important to know which age group they fall into, how much they intend to spend per person, and where they hang out online.

And then there’s knowing what they’re most likely to want to give as a gift. For instance, according to 2022 survey data from the National Retail Federation, younger shoppers between the ages of 18 and 34 were the age group most likely to be interested in gifting Dad experiences. But when it comes to a longer-term commitment such as a subscription box, shoppers between the ages of 25 and 44 were more likely than younger shoppers to be interested in gifting Dad a subscription.

Get Creative with Your Influencer Selection

Like any holiday, Father’s Day has a few products we typically associate with the holiday. Brands that happen to sell ties, golf clubs, and gift cards for Lowe’s and The Home Depot will probably find it easier to market their wares during this time of year.

But, you don’t have to be a father-focused brand to see the benefit of a Father’s Day campaign. Nah. A Father’s Day influencer marketing campaign can take a variety of different shapes – the gold is in the storytelling. That is, being able to personalize your messages so they align with the desires of your audience.

With any influencer marketing campaign – whether it’s your first influencer campaign or your 100th – choosing the right influencers is going to play a huge role in the success of your campaign.

More than follower count, metrics like engagement rates, legitimacy of their followers, post quality, partnership history, products mentioned, product prices, and audience all impact campaign success. Some more than others, but all pretty important.

We published a piece on what to look for in both micro and macro-influencers. But there are all sorts of niches of influencers you can leverage to reach your audience right where they are. There are military influencers, doctors, DIYers, comedians. And these are less of a gimmick and more about being able to reach potential buyers wherever they may be.

RELATED POST.

An 8-Point Checklist to Find Influencers for Your Brand

Working with Daddy Bloggers

Historically, the parenting blog world has been largely made up of women, with an astounding 97 percent of bloggers in this niche being binge-worthy mommy bloggers as well as your not-so-typical mommy bloggers. But, daddy bloggers are out there, and they’re growing in influence.

The daddy equivalent of sites mommy blogger like Mumsnet (a popular UK-based parenting website) and Parents.com have been popping up all over the web as a way for dads to give and take advice from one another, and break the traditional mold of the stoic, workaholic dad.

Without getting too deep into the sociological side of things (that’s not why we’re here, right?), the way we perceive stay-at-home dads, and the roles of men in general, has changed dramatically over the years. This shift has fueled the fire for daddy bloggers to show up in the blogosphere in droves.

YouTube creator Dude Dad has a pretty sizable following with more than 602k subscribers on YouTube. He isn’t necessarily a blogger, but he creates amazing dad-centered content that incorporates family, fun, humor, doing stuff, building stuff, hot wife stuff, and lots and lots of cool dad swag. And there’s a fair share of sponsored content in his videos.

Partnering with a creator like this provides brands with tons of opportunities to embed their products into some pretty entertaining and creative concepts. Like the time he built his kids a carnival ride. Or the Average Dad MTV Cribs episode

While this kind of content appeals to fathers, it also spurs creative ideas for dad that he’s likely to mention. And if he’s talking about doing it, Father’s Day shoppers can zero in on helping Dad to do the things he plans to do.

Working with Mommy Bloggers

Even though we just sang the praises of daddy bloggers, they’re not always as popular as their female counterparts. So, if you’re looking for a bigger reach and more options for influencer selection, mommy bloggers may make more sense for your Father’s Day campaign, particularly if you’re targeting older Millennials and younger Gen X women.

A mommy blogger can be a real powerhouse for your brand, because most mommy blogs focus on more than parenting. They cover a wide range of topics that will interest their readers – making them perfect for a wide range of brands to utilize for Father’s Day. Pinterest is packed with pins that link to blog content from mommy bloggers about Father’s Day gift ideas.

Consider Partnering with Kid Influencers OR Channels that Target Kids

Social media kid influencers and young creators drive much of what is available for kids to watch on streaming platforms. With the average school-age kid under 11 years old spending between 4 and 6 hours a day watching TV, smartphones tablets and other devices, purchases for and by kids are heavily influenced by the influencers they watch.

That said, kid influencers can be instrumental in the ideation process. You may know Ryan Kaji, the YouTuber whose mom began filming him playing with toys when he was just four years old. Today, Ryan is the face of a family-owned media company that creates family-friendly content for YouTube. But the kid also has a toy empire. And… I once racked up like 50 pizza slices play Tag with Ryan. So… there’s that part.

The video below was created a few years ago as a Father’s Day prank on Ryan’s dad. Ryan essentially taped a balloon inside a cake pan and iced it so that it looked like a cake. When Ryan’s dad cut into his Father’s Day cake, the iced balloon popped. It was cute. It was funny. And it featured lots of items you don’t typically associate with Father’s Day such as a balloon, painter’s tape, tons of pink Pillsbury cake icing, sprinkles, and Jet Puff Marshmallows.

The mom and son duo eventually made real cupcakes for Dad and presented but don’t you wonder how that idea may have sparked other outside-the-box Father’s Day ideas for other school-age pranksters?

Creators in Other Niches

Think of it this way: No father is just a father. Most dads have other interests. They are football fans, outdoorsmen, scholars, crafters, community activists, writers, anthropologists (shout out to my buddy, Attorney Rhodes, who is a raving anthropologist) the list goes on. And while fatherhood is honor of many men, sometimes it’s just good to remind Dad that before he was “Daddy”, he was just a really cool dude.

Enter CjCityTV, a YouTube channel that reviews the latest drops and the hottest products making their way into every guy’s man cave. The video below, while it hurt my feelings, did help shape my thinking with regard to Father’s Day gifting.

Father’s Day celebrates the multi-faceted men on the planet who happen to also have children. So, it’s wise to widen your net, so to speak, by thinking beyond fatherhood.

You may want to choose to work with an influencer who is in your brand’s niche, rather than in the parenting niche. A lot of people will be shopping for Father’s Day gifts, whether that means finding funny photos to share with Dad, or even recalling warming stories that tug at the heartstrings. Partner with influencers who can help you craft Father’s Day campaigns that focus on manhood, not necessarily fatherhood.

It’s Okay to Pull on the Heart Strings – Give ’em a Compelling Reason to Shop

Marketing directly to fathers can be as simple as finding ways to bolster their confidence, boost them up, and make them feel appreciated because sometimes, flattery will get you everywhere. The line between flattery and love gets sort of blurred around the holidays anyway.

I bawled when I saw this ad, and I watched the whole thing. All it really makes me want to do is buy myself a fishing pole and drive home to go fishing with my dad. For the first time since I was a teenager.

Influencers who are fathers can talk about their own fathers, or about the challenges and the wins of being a father in a branded message. This is a good way to link your campaign to the holiday and tug on those heartstrings to keep your brand top-of-mind without having to figure out a way to place your product in the shot.

Pitching Gifts for Fathers

Probably the easiest route to take for most product-based brands is to target people who want to buy gifts for their fathers.

You’ll really need to flex your creative muscles if this is your target audience. Most brands will shoot for this angle, so you need to do something to stand out from the crowd. With people-centric holidays like this, you want to be sure to make your marketing emotional.

You don’t have to make people cry (like I cried), but giving personality and feeling to your campaign will help attract the right kind of attention. And, influencer marketing is a great way to do this!

One thing you will need to bear in mind though is that not everyone has a father. Whether they live with a single mom, two moms, grandparents, no parents, or any other kind of family structure – not everyone out there will be celebrating this holiday.

And those who do celebrate may not be celebrating in the traditional manner. If you aim your marketing at this audience, you’ll have to be a little more creative. But, it does mean your market will be less saturated.

Related Post

What Makes Them Buy: Millennial Men

A Few Things to Consider for Father’s Day Influencer Marketing

Whether your campaign happens before or on that day depends on what you’re selling. If you’re marketing directly to dads, it’s good to note that one-third of dads say they’re okay with getting gift cards and buying their own Father’s Day gifts after the holiday.

The Timing of It All

If you’re targeting your Father’s Day influencer marketing campaign at gift-givers, then waiting until the big day will not work in your favor. Many stores and consumer-focused brands will begin to advertise their Father’s Day sales a few weeks before the actual holiday. Using this kind of timescale means your campaign has more time to get visitors into your store.

This strategy works extremely well when paired with some solid email marketing. Sending out reminders for the holiday is a great way to keep your brand’s name at the forefront of people’s minds. This kind of reminder can also be really effective on social media. Get creative with your posts by having staff share memories of their fathers, or talk about what they’re getting their dads as presents.

Related Post

How to Get Amazing User Generated Content from Your Campaigns

Generating Content

If you’re not offering up the kind of product that would work as a Father’s Day gift, launching your campaign closer to the actual holiday. To make the most out of this, we have a few top tips to help.

• Use a holiday-specific hashtag. You want to make sure your content gets seen among all the tributes and throwbacks that people post of their own dads. So, you need to make sure you’re using the best hashtags possible. Including the popular #FathersDay hashtag will help to boost your reach. Pairing your hashtag with a brand-specific hashtag will help to further refine your audience.
• Encourage audience participation. People love sharing their happy memories on social media, and days like Father’s Day are the perfect opportunity for them to do so. Ask your followers to share photos, stories and anecdotes using your brand specific hashtag, and keep the conversation flowing throughout the day.
• Work with live video. With all the gifts being opened, this is a perfect chance to make the most out of some live video. Give people a peek behind the curtain with some gift unwrapping, or show them what your team is up to and how they’re making Father’s Day special for all the dads.
• Stand out from the crowd. The best way to market your brand on Father’s Day successfully is to stand out. The more individual your campaign, the more people are going to remember it. So, use this opportunity to try something new and take some risks. You might just see some amazing payoff.

Creating the Creative

It goes without saying that you should plan to be smart about targeting your audience (and especially segments of your audience), and be creative when it comes to developing campaigns and content for your Father’s Day campaigns. Unlike Mother’s Day, Father’s Day isn’t as heavily marketed, which provides a fantastic opportunity for the brands that do invest in marketing to stand out.

No One Loves An Ad

The age of the ad is long gone. We talked a bit in on marketing to Millennial Men about the prevalence of ad blockers among high-income Millennials. Traditional advertising has died a quiet death, and as users get access to better tools to curate and customize the content they want to see, fewer and fewer ads will be shown.

Trust me. You don’t want your post to look like an ad. You want to look like an awesome piece of organic content, posted with care and awesomeness to your influencer’s feed.

Make sure that your influencer marketing campaign keeps things personal if you want it to succeed. Don’t fall into the advertisement trap – keep things original, fun, and individualized.

Personal wins every time

Using an influencer to help bolster your marketing efforts around Father’s Day helps to give your Father’s Day influencer marketing a personal touch. Consumers prefer knowing that a product has been recommended by an individual – even if it’s someone they don’t know – over an ad from a brand.  This Father’s Day, crafting a highly personal campaign can do wonders for your brand.

The post The Marketer’s Guide to Father’s Day Influencer Marketing appeared first on The Shelf Full-Service Influencer Marketing.

These trends point to an important insight — this generation does things differently than the Boomers and Gen Xers before them. So if you want to know how to effectively market to Millennials and to Millennial Men, you pretty much need to understand what makes them tick.

Despite what you’ve heard, Millennials are not destroying every industry they touch. Instead, they’re just changing them (for the better). Consumerism has changed dramatically in recent years, and we can tie many of those changes directly to the arrival and impact of millennial consumers. And while some may see this as a negative thing, it’s created new opportunities for brands to reach and understand their target audiences more intimately.

What is a Millennial?

First, things first! If you want to know how to appeal to Millennials and the men among them, you need to know who they are. Pew Research Center defines them as anyone born between 1981 and 1996. Gen X precedes them, and Gen Z comes after them. So, marketing to Millennials in 2023 means focusing on the segment of the population in their late twenties to early forties.

It’s worth noting that millennials are the largest living generation on earth. Millennials were the largest generation group in the U.S. in 2021, with an estimated population of 72.19 million. Globally, their numbers are about 1.8 billion.

Now, even at the higher end of the age group, millennials’ behavior is unlike any other generation at their age. But they aren’t aliens from Rigel VII. They’re just people who grew up in a different time, with different experiences, and who are approaching things from a unique perspective. (They’re also people with some expendable income and the power to make decisions for their households-the perfect recipe for a target audience).

In this post, we’re going to go over a few key traits to understand how to excel in marketing to Millennials in 2023 and beyond. These will help you to craft a UGC-based influencer marketing strategy that allows you to connect with this powerful generation in a way that resonates.

Yeah, They’re Different, But…

It’s true that targeting Millennial men is different from targeting Gen X and Boomers (at least until Millennial men start having kids). But that’s not really because Millennial men are weird. It actually has more to do with their levels of exposure.

In this post, I want to identify a handful of really important traits of Millennial men that you can leverage this holiday season during your campaigns. And when the shopping frenzy comes to an end, you can lean on these same traits to refine your marketing strategies during the Super Bowl and on into March Madness.

Saddle up.

Trait #1: Millennial Men Have Access to Tons of Information

Perhaps the single most important thing to understand when you’re marketing to Millennials is that they have access to an enormous amount of information. And they know how to to turn info into insights, especially when it comes to choosing which businesses to patronize.

These are people who lived through the Internet’s long march through our lives. By 2001, half of US households were surfing the net — and that’s when the oldest millennial men were 20 and the youngest were kindergarteners.

Today, these digital natives rule the internet, and they use it for everything. They aren’t waiting for ads to come to them and tell them what to buy. They are looking for products that will add value to their lives, and they are looking for information to help them make the best decisions.

The Information Age changed the brand-consumer dynamic

In the past, brands could depend on consumers remaining in the dark about their options and knowing only what they saw on TV. With a big enough budget, brands could use Superbowl ad to tell young Boomers and Gen Xers in America that their brand was the best thing since sliced Wonder bread. And many of them would believe it.

But that’s not the world we live in anymore. Millennials have more information at their fingertips than any generation before them, and they know how to use it.

Tech-savvy millennials can fact-check your message on the spot. And most of them will call brands out if they even think a brand is lying- and that’s if they take the time to pay attention to it at all.

This constant access to information has made Millennials more skeptical than any generation before them. And that’s not a bad thing! But it means marketing to Millennials requires a different approach.

Millennial men prefer authenticity over splashy ads

Authenticity is a buzzword, but it’s also often the only way into the budgets of Millennial men needs to be authentic. That’s what attracts Millennials to brands today. Simply hiring an influencer to endorse your brand won’t do anything for these independent thinkers. Traditional sponcon isn’t enough.

Millennials are incredibly skeptical. They can smell a sales pitch from a mile away, and they’ll quickly tune out anything that feels like it’s trying too hard to sell them something. Do you want the attention of the millennial man? The best way to get it is to focus on providing useful, relevant, and interesting information that will add value to his life.

Data-driven, well-targeted campaigns will grant you access to this powerful group of consumers.

Trait #2: Millennial Men Are the Most Educated Generation of Men in History

If that sounds like a killer stat, that’s because it is. 

According to “15 Facts About Millennials,” a report released by the US Council of Economic Advisers (you can view and download that report here), Millennials are the most educated generation in US history.

In 2013, 47 percent of 25 to 34 year-olds had a post-secondary degree (Associates, Bachelor’s, or Graduate degree). Another 18 percent had attended college without earning a degree.

Only one percent of Millennials say they are moved by ads from brands. Instead, they make their buying decisions based on independent research, online reviews, and user-generated content.

Like Millennial women, Millennial men favor authenticity over ads and social proof over self-proclamations. Brand awareness aside, Millennial men are far more likely to trust the recommendation of a friend (even an online friend) over a multi-million-dollar Super Bowl spot.

That said, a Millennial man will likely respond to the same types of content his grandpa did – ads that are funny and clever, and ads that turn regular guys into heroes by putting them in extreme circumstances. I’m sure this explains how Captain America has made his way down through the generations over the last 82 years.

Point is… the way to a Millennial man’s heart (and wallet) isn’t through gimmicks and celebrity endorsements. They’re too smart for that, and we have seen too much as a society to believe the words of a celebrity whose only connection with a brand is the contract he signed to promote that brand.

Trait #3: Millennial Men Make Less Money Than Boomers

Okay… this isn’t a dig. But it’s becoming increasingly clear that Americans in their 30s to early 40s are less likely to outearn their parents than previous generations. That’s thanks in large part to stagnating wage growth. How stagnant is stagnant? In terms of the 2018 value of the US dollar, the average hourly wage has only risen the equivalent of$2.38 in 54 years. So, very, very stagnant. That’s despite the fact that Millennial men are the best-educated generation of men this country has ever seen.

You might wonder how to market to Millennials if they are all impoverished, unable to scrape together enough dollars for a Starbucks drink every morning. Nah. Who am I kidding? You know better than that!

Millennials’ spending power is $2.5 trillion. Yes, trillion. With a T. But the oldest American millennials have survived five recessions, not including the current “inflationary environment” or “recessive market” situation in which we currently find ourselves.

• The average college-educated Millennial has more debt in the form of student loans than did their parents at the same age. Plus:
• Millennials are less likely to have jobs while attending college
• Millennials have experienced slower wage growth than Gen Xers and Boomers.
• Millennials aren’t buying homes at the rates their parents did. They are renting longer and living in multigenerational homes.
• Nearly 1 in 3 Millennials under the age of 35 live in multigenerational households, more than any other generation. Men between the ages of 25 and 34 are more likely than women the same age to live in multigenerational homes.

Percentage-wise, there are as many Americans living in multigenerational homes now (20 percent) as there were in the years following the Great Depression (21 percent). In stark contrast, in 1980, when Boomers were in their 20s and 30s, only 12 percent of them lived in multigenerational homes.

This affects their perception of economic insecurity, they are much more strict about how they use their money.

More Millennials in North America have a professional financial advisor than any other generation – 72 percent of Millennials have them, compared to 66 percent of Generation Xers, and 70 percent of Baby Boomers.

Older generations sometimes associate so-called Generation Y with being lazy and uninterested in long-term planning, but lo. and behold! They’re wrong again! Millennials save more for retirement than any other generation – socking away nearly $1 for every $5 earned.

This generation’s relationship with money may not be considered the norm, but they show a generational mindset best summarized by the immortal words of Snoop Dogg: “I got my mind on my money and my money on my mind.”

But don’t cry for Millennials just yet. While Millennials are earning less than their parents did at their age, a recent survey found that Millennials are also more likely to plan their spending than Gen Xers and Boomers.

In fact, older Millennials and younger Gen Xers were the primary participants in the life design movement that Tim Ferriss kicked off with his New York Times best-selling book, The 4-Hour Workweek a decade ago, a lifestyle centered around the idea of living richly by spending money and time on the things that matter most to you.

CEO and author of I Will Teach You to Be Rich, Ramit Sethi starts off his Personal Finance class at CreativeLive.com this way: “I don’t know… Is anyone else tired of 65 year-old guys telling us we can’t spend money on lattes?”

Life design is about investing in the things you want and restricting the resources you put into the things you don’t want. For some Millennials that could mean downsizing your living situation after getting a much-deserved raise and spending more on international travel.

It could mean renting a house instead of buying a home, or using rideshare services instead of buying a car and using the money you save to explore other passions or fulfill other indulgences, like eating out, or subscription meal services.

According to Charles Schwab, 34 percent of Millennials have a written financial plan compared to 21 percent of Gen Xers and 18 percent of Boomers.

That said, you need to play the long game. Millennials are planners and researchers with more than enough information at their fingertips to learn what they want to know about new products and services.

Trait #4. Millennial Men Value Experiences Over Shiny New Things

Millennial men are known to prefer experiences to things. That’s not to say they don’t enjoy the occasional material purchase, but they would rather spend their money on an amazing vacation than a new car. About 77 percent of Millennial men prefer an experience-rich existence, with fewer possessions.

This focus on experiences over things has led Millennials to be a driving force behind the growth of the sharing economy over the past decade. They have access to apps that allow them to temporarily rent anything they’d ever need. This causes ownership to look more like an expensive hassle than a life goal.

Nearly 8 in 10 consumers (78 percent) believe the sharing economy reduces waste and clutter. And millennial men are certainly doing their part to make that happen. Millennials pride themselves on being acutely aware of the environmental issues facing the world today; they also expect the brands they support to be socially responsible.

You may be wondering how to convert product offerings into valuable experiences. The answer is fairly simple. Create beautiful experiences by being authentic, community-minded, and focused on helping your customers connect with who and what they value.

Nike is a mensa-level genius at practicing this model. It doesn’t just sell shoes and workout clothes. It also offers a comprehensive app that allows users to shop, save their preferences, and join a run club, a fitness club, or SNKRS, a space for sneaker enthusiasts where they can unlock rare sneakers. Users can also track their fitness goal progress, share their successes with friends, compete in challenges, and register for virtual or live events.

It’s this focus on community and connection that has helped Nike+ become one of the most popular fitness apps with Millennials.

Trait #5: Millennial Men Do Shop… More Than Their Dads and Grandpas Ever Did

Make no mistake about it – Millennial men spend on things.

So, Millennial men have money, and they spend it. Millennial men are willing to shell out more money for a product if it will last longer than a similar product of lesser quality. This is especially true of Millennial dads, who tend not to be coupon-clippers, even during the early years of building a family.

 By and large, 66 percent of Millennial dads prefer quality products that they think are the best for their families, as opposed to what’s most convenient or the least expensive. 

Millennial men buy clothes more often than did men one generation ago, picking up new apparel items at least twice a month. They also tend to be early adopters of new technologies and products.

Millennial men spend an average of $2,200 a year in retail, directing their spending toward home improvement, apparel, digital, electronics, and mass merchandisers, and they tend to shop alone.

Trait #6: Millennial Men Defer to Social Media for Purchasing Decisions

About 70 percent of Millennial men use social media, according to Nielson Newswire. They use blogs, online news websites, and social networking sites to make purchase decisions. 

As well, 45 percent Millennial dads typically use search to get answers to questions on everything from the best baby products to the best cities for families. This they do in lieu of getting advice from their own dads. 

Far more than Boomer dads, Millennial dads are kicking in on one-on-one time with the kids, shopping decisions and housework. As most Millennial families are two-income households (sort of goes back to what I talked about in Trait #3), the changing role of fathers in the home is just too big for marketers to ignore. 

Millennial dads dedicate 28 percent of their time online to dad-dedicated content and 60 percent of Millennial fathers say they’re better dads because of the resources they’re able to find online. 

There’s an opportunity here, of course. Most brands target moms with respect to things like grocery shopping, household items, and child-rearing. Many Millennial dads are feeling like there’s not enough brand-owned content online that’s specifically for fathers. Remember how I said men like seeing themselves as the hero in ads? Well, dads do, too. And typically, dads are positioned in TV ads and other content as add-ons, like a cool Texan uncle who smells like leather and tells great stories (sorry, I was in Dallas over the weekend).

Millennial dads are looking for brands that produce quality products and that are listening and responsive. If you can accomplish that, you’ll get Millennial dads on your team. 

There’s one important thing I’m not mentioning here, though. Ad blockers. Which brings us to our next important trait.

Trait #7: Millennial Men Are Among the Biggest Users of Ad Blockers.

Insider Intelligence reports that nearly 40 percent of internet users are using ad blockers, with adult men under the age of 35 being the most likely to use an ad blocker on at least one of their devices. And for men in their 20s, the percentage of users is upwards of 61 percent.

Just a quick tip: More men follow influencers than women. So, influencer marketing serves as a great hedge against ad blockers for this demographic.

Trait #8: Millennial Men Expect More Out of Brands

Millennials hold brands to a higher social standard than previous generations. They expect the retailers and service providers to be helpful at every stage of the sales process, and responsive after a sale is complete. They also expect brands to take on the responsibility to do good out in the community. When they find brands who are crushing it in business and in the community, Millennials tend to stick with them. 

The Elite Daily study I mentioned earlier confirms that 62 percent of Millennials demonstrated more loyalty to brands that engaged with their customers on social networks. In fact, half of the Millennials surveyed consider themselves brand-loyal. Millennials, as a whole, are more loyal to brands than Gen Xers and Boomers, in part because of the level of social proof and transparency social media offers.

Final Thoughts For Marketing to Millennials 2023

Knowing how to market to Millennials, male or otherwise, really comes down to understanding the world they live in. They are bombarded with information 24 hours a day from every conceivable angle. To reach them, brands need to be authentic, community-minded, and focused on helping Millennials connect with the people and things they care about.

Millennials are now and the future. And, with a little bit of understanding, your brand can be too. Here’s a quick recap of what you need to know about marketing to millennials.

Millennials are the most connected, educated, and tech-savvy generation ever. They grew up with the Internet, social media, and smartphones. And they’re using all of these things to their advantage.

Millennials are also known as digital natives or netizens. And there are a lot of them. Millennials make up the largest generation in history, with over 72 million people in the United States, and 1.8 billion worldwide.

Millennials have completely changed the way we think about marketing. They’re not interested in traditional advertising, and they’re not easily influenced by it either. Millennials are much more likely to trust peer recommendations over ads. Millennials say user-generated content (UGC) from reviews and social media posts is a major factor in their purchasing decisions.

A Social Media Today survey revealed that the vast majority of those polled said that user-generated content (UGC) is the most authentic, with almost 80 percent admitting that UGC highly impacts their purchasing decisions. This makes it 8.7x more impactful than influencer content and 6.6x more influential than branded content in consumers’ eyes​.

The best way to reach Millennials is by using influencer marketing. We’ll pair you with a vetted, trusted, influencer in your industry that will create organic posts featuring your brand. It’s an effective way to reach Millennials because it’s more authentic and personal than traditional advertising.

You’re ready to take your marketing to the next level. We’re ready to help you get there. Book an obligation-free strategy call with one of our Influencer Marketing Jedis today Let us blow your mind, then launch the campaign of your dreams, then blow your mind again. In that order.

The post What Makes Them Buy: Millennial Men appeared first on The Shelf Full-Service Influencer Marketing.