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UK Insights

Powerful connections with your everyday influencers drives long-term sustainable advantage

Matt Dodd

Managing Director, Analytics, Media & Digital, UK & Ireland

Social 19.03.2019 / 16:00

ladies talking over coffee

It's not just social media influencers that marketers should pay attention to...

The social media era has placed a spotlight on those celebrity and near-celebrity “influencers” with thousands, even millions, of followers on YouTube, Instagram, and other social media platforms, most of them paid to endorse brands. Largely on the strength of these online influencers, Business Insider Intelligence has estimated that the industry will reach 5 to 10 billion dollars by 2022.

While these paid influencers can drive surges in demand, marketers have a much more sustainable opportunity to engage everyday influencers whose value comes from personal relationships with their closest friends and families. Because of the fascination with paid influencers, we believe marketers overlook a massive—and proven—opportunity to cultivate strategies that would put the power of these everyday influencers to work on their behalf.

Our partners Engagement Labs worked with Northeastern University to establish the most important social metrics to drive sales, establishing that 19% of all consumer purchases are motivated by consumer conversations and recommendations. Half of these are driven by offline conversations, and half by online discussions in social media. As part of this extensive analytics undertaking, they established that the impact of everyday influencers in driving business outcomes was the fourth most important metric... and, for some brands, offline influence can actually be the most important metric, as we found in the case of driving brand awareness for a global beer brand.


These everyday influencers are neighbours who are first to try new electronics or beauty products, and eager to tell you what worked and what didn’t. These influencers are defined by the number of people they talk to on a regular basis and their inclination to give advice about a variety of products.

Who are these offline influencers? They are a bit younger and more educated than the average person, earn more money, and they consume more media, but otherwise they are rather average. Importantly, their conversations occur not just offline, but online as well.

What is most important is the level of engagement these influential consumers have in product and brand conversations, according to Kantar's Analytics division. In the US, they have 131 consumer conversations per week, compared to the average of 73. In the United Kingdom they are even more talkative, having 149 consumer conversations weekly, versus the national average of 81. Far from their reputation for being reserved, Brits are downright chatty with friends, co-workers, and family when it comes to talking about products and services.

Marketers who want to ride the influencer marketing wave have many reasons to do so, particularly at a time when ad-supported television is in decline among younger people. But make sure you don’t focus exclusively on the shiny-new-toy of paid online influencers. Authentic, real-word, everyday influencers offer the biggest and most sustainable opportunity to use social influence to grow your brand for the short-term (sales) and the long term (brand equity).

Make sure you nurture close and intimate relationships with this key group: invite them from your customer databases and via your brand website to participate in marketing programs that empower them to talk about your products and share your content.

For more, read the full ADMAP article here.

Source : Kantar

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