在这个世界上，营销人员的任务是通过日益丰富的渠道和平台与消费者互动，而要建立起让人感觉真实而亲切的关系，则可能具有挑战性。虽然品牌建设仍然是全球营销人员的首要目标，但大众传播渠道可能并不总是适合。
With a focus on brand building, marketers are continually looking for ways to stay top-of-mind with potential buyers. To do this, many are turning to social media—and influencers—to make more personal (and profitable) connections with consumers. Global marketers plan to increase their social media spend by 53% in the next year, more than any other channel. And social media remains global marketers’ most bankable channel, as 64% of of the global marketers surveyed for this year’s Annual Marketing Report say it’s their most effective paid channel.
And it’s easy to see why marketers are putting so much spend behind social media and influencer marketing. Nielsen Scarborough found that 42% of Americans seek the advice of others for purchase decisions, and they want that advice to come from relatable sources. And when it comes to being relatable, influencers can forge more relevant connections with consumers than many other sources. According to the 2021 Nielsen Trust in Advertising study, 71% of consumers trust advertising, opinions and product placements from influencers.
有趣的是，并非所有影响者推广活动都始于品牌。事实上，影响者往往是主要品牌活动的灵感来源。例如，影响者芭芭拉-克里斯托弗森（Barbara Kristoffersen）在视频中展示了一件 Gap 连帽衫，而这件连帽衫的颜色是该公司自 2000 年代初就没有生产过的，这引起了 #brownhoodie hastag 的病毒式传播，产生了 188.35% 的集体参与率，同时引发了大量不再生产的连帽衫在转售网站上以高达 300 美元的价格出售。
Gap 迅速利用其品牌的有机吸引力，与更多有影响力的人合作，发起了 #gaphoodie 活动，获得了超过 650 万次观看。该品牌还重新推出了之前已经退市的棕色，一经推出就受到了热烈追捧，很快就被订购一空。
所有这些参与都会转化为品牌的知名度、亲和力和回忆度。尼尔森的 "品牌影响力 "服务已在近200个活动中测量了影响者广告的效果。根据这项研究的 2022 年第一季度标准，平均 80% 的影响者广告观众能够回忆起广告中出现的品牌。此外，与没有看到影响者广告的消费者相比，影响者广告在品牌亲和力和购买意向方面都提高了 9 个百分点。
Recognizing consumer preference for relatable, personal connection, shoe brand Aldo paired with influencers that matched their brand persona to promote its #StepIntoLove social media campaign. The campaign encouraged viewers to create and share videos of themselves dancing along with the campaign hashtag for a $5,000 prize. The TikTok campaign garnered more than 5 billion views and increased Aldo’s brand awareness by 2.5%, according to Nielsen InfluenceScope data.
对于能够将角色、内容和参与度完美结合的营销人员来说，"影响者 "是提高品牌知名度的有力工具。与合适的影响者结盟的品牌可以成为消费者信赖的来源--当他们想要购买时，他们会记住这个品牌。
For additional insights, download Building better connections: Using influencers to grow your brand
