Influencer marketing is one of the most impactful social media strategies available. As time spent browsing social media platforms continues to increase, brands have the opportunity to target consumers natively in their social feeds. The growth of influencer marketing has been exponential, but it still needs careful consideration. Using an influencer marketing agency will guarantee your influencer marketing strategy resonates with your target audience while maintaining your brand values and messaging.
The demand for influencer marketing has increased in all industries, particularly in consumer technology. In today’s ad-driven world, consumers have become wary of brand-owned content. This distrust makes it harder for brands to connect with consumers—this is where influencer marketing comes in.
Within consumer tech, influencer marketing is predominantly led by tech experts. These influencers know their keyboards from their motherboards and can be trusted to explain and promote quality products and brands.
Technology and all its intricacies can be confusing to the average consumer. Having an influencer promote a product or brand provides social proof and can help consumers understand technical performance in layman’s terms. Influencers will have developed their tone of voice and ways of communicating with their audience in a way their audience responds well.
This trust and rapport tech influencers have with their audiences is one of the main reasons influencer marketing is so powerful and in demand within the industry.
In addition, the disposable income consumers spend on technology has increased due to stay-at-home orders from the pandemic—around 50% of which is now purchased through online channels.
Consumer tech brands that can create a seamless shopping experience through influencer marketing and social or e-commerce platforms are already reaping the rewards.
While most other industries have a similar split between influencer marketing platform preferences, YouTube prevails top within consumer technology. This is then followed by Instagram and then Twitch.
Influencer marketing is particularly popular within consumer tech because the reviews and recommendations come from real people; it helps show the human side of a decidedly non-human industry. Brands can use influencers to develop their brand and create emotional connections with audiences, increasing brand loyalty.
Within consumer technology, consumers are more likely to shop around for other brands and products in hopes of finding the best deals or products. If a brand can build this emotional connection with audiences, they will be more likely to keep purchasing through that brand.
In addition, younger consumers who predominantly communicate and spend their time on social media are becoming the next generation of shoppers, and they’re expected to be big spenders. Natively targeting these consumers through influencer marketing will put brands ahead of their competition.
We are seeing a general trend within the influencer marketing space of micro-influencers. These have less than 15K followers, meaning their reach is lower, but their engagement rates are impressive. Often, influencers with larger followings have lower engagement rates, and their sponsorships are sometimes seen as ingenuine—whether they are or not. Working with micro-influencers not only boasts a great engagement rate but helps with authenticity.
Suppose you work with micro-influencers within the consumer technology space. In that case, your content will be shown to relevant audiences and position your brand as culturally relevant and in touch with the times – two things that go a long way in brand recognition. After all, a memorable brand is a profitable brand.
