It's not about reaching the most people, it’s about reaching those who are tuned-in.
With brands spending as much as 75% of their digital marketing budget on influencers, and consumer trust in this category at a record low of 4%, you have to wonder, why?
For one thing, influencer marketing is not a one size fits all. Brands have quickly caught on to the effectiveness of micro-influencers who have built their own highly engaged communities and are less likely to buy followers.
What may not be as obvious to brands is this: if the goal is to connect authentically with a highly engaged audience that shares common values with your brand - why go through a third party to accomplish this? Why not build your own community?
Take Dior for example - when they launched @diorbeautylovers - a dedicated Instagram account to distinguish brand-driven content from user generated content, they tested two tactics:
This exclusive “super fan community," posted 2,000 pieces of content, sharing to their closest friend groups and driving more traffic than both sets of influencers.
We also surveyed “friends of fans” who have been exposed to UGC generated by community members:
In addition to building loyalty with fans and reaching their friend groups, brands are also fostering meaningful connections within their fanbase:
The ability to drive true influence starts by recognizing the individuals who know and love your brand best - your super fans. Influencers are a smart play right now, but building community around your most loyal fans is the end game.
Find the top 1% of your fans and build your brand community today on the Zyper platform. Visit [zyper.com] to request a demo.