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  • Gen-Z and the sober curious future of drinking

    Date: August 21, 2023

    Category: Food & Drinks

    Anywhere anyone looks, there is a “healthy” or “eco” option. In any grocery store, pharmacy, brand’s social media, or product tags, there is specific information dedicated to how “well” something is. The surge of health-centered products becomes undeniable. At first glance, one might assume these products cater primarily to older generations, as age often accompanies an increased focus on health. Yet, a closer look reveals a striking trend: a growing health-conscious movement among the younger generation, who are now reshaping every industry they consume, including beverages and alcoholic drinks. 

    The numbers speak volumes about this newfound emphasis on wellness, and it’s a path that started before them. A 2018 study from the International Food Information Council shows that among millennials, 80% prioritize health and wellness when making dietary decisions, a considerable difference from the 64% of baby boomers. This focus encompasses not only physical health but also extends to emotional and social well-being, all areas that Gen-Z now consider in every action they do.

    A report by the American Psychiatric Association underscores Generation Z’s proclivity for seeking therapeutic interventions: 37% of Gen Z individuals have engaged in treatment or therapy, surpassing figures for Millennials (35%), Gen X (26%), Baby Boomers (22%), and the Silent Generation (15%).

    This shift finds its roots in the core of the Generation Z – a deep commitment to holistic well-being. Every action they take, every purchase they make, it’s oriented towards making their life a better one.  When it comes to alcohol, they are now “sober curious”, but what does this mean, for them and for the alcoholic industry, and what role plays the influencers and content creators?

    What it is to be sober curious

    Within this evolving context, the drinking habits have changed, mirroring Gen Z’s health-oriented mindset. An expanding category of non-alcoholic beverages reflects heightened demand and innovative offerings, with projections indicating a 25% growth between 2022 and 2026, rooted in moderation rather than outright abstention.

    Solène Marchand, head of marketing for Pernod Ricard’s non-alcoholic products, notes that “71% of consumers of these novel non-alcoholic spirits also consume alcoholic spirits.” Here is where the term “sober curious” is born. 

    86% of Gen Z consumers accord equal importance to mental health and physical health in their considerations surrounding alcohol consumption.

    For Gen Z, being “sober curious” encapsulates a heightened awareness of the impact of alcohol on well-being, both physically and mentally. This generation places a premium on holistic health, valuing mental clarity, emotional equilibrium, and physical vitality. The term “sober curious” doesn’t necessarily imply complete abstinence from alcohol, but reflects a conscious decision to question and moderate drinking habits.

    This shift in behavior reverberates across industries, prompting businesses to take note and adapt: from alcohol-free spirits to zero-proof cocktails, the market is responding to this emerging trend by offering products that cater to the “sober curious” demographic; this impacts from new businesses to communication strategies, as highlighted in Samy Alliance’s study about Ready To Drinks beverages forecast in 7 leader markets.

    The role of influencers in the “sober curious” era

    Influencers are key in this matter, since they act as relatable role models, sharing their personal journeys of navigating social scenarios while prioritizing well-being. By openly discussing their “sober curious” choices, influencers demystify the concept, creating a safe space for young adults to explore their own preferences without societal pressures. Also, there has been a huge rise of “wellness” influencers that speak on why a certain lifestyle is the one to follow, and the audiences react to that.

    The presence of influencers normalizes opting for non-alcoholic alternatives, validating Gen Z’s decision to choose moderation or abstention. Whether they’re reviewing alcohol-free spirits, sharing zero-proof cocktail recipes, or recounting their experiences at alcohol-free events, influencers offer tangible examples of how to infuse the “sober curious” mindset into daily life.

    Influencers amplify the conversation surrounding responsible drinking and mental health, especially in an era where they are all trying to have more emotional responsibility with the content they consume and the products they purchase . They engage in candid dialogues about the holistic benefits of embracing a mindful approach, aligning with Gen Z’s emphasis on mental clarity and emotional well-being. This not only resonates with their audience but also prompts industry stakeholders to reevaluate their offerings.

    Peering into the future, projections spotlight Generation Z’s impending ascendancy. By 2030, they are poised to constitute a substantial 30% of the workforce, wielding a cumulative income estimated at $2 trillion. This imminent prominence positions them as a force of unparalleled influence, set to reshape all industries’ landscapes to harmonize with their preferences and needs; even if the low-alcohol beverages face challenges related to prizes, Gen-Z’s purchase power is increasing and they are willing to pay more for products that match better their lifestyle.

    As the alcoholic industry has been put in danger because of the so feared phrase “Gen-Z don’t drink”, the truth is that they actually do, but just do it differently. That’s why adapting to them and their sober curious lifestyle is the best way to be in their life as a good, healthy and empathic option. To do this, brands must understand that all the content they’re adoring from influencers and content creators is orientated to well-being, personal growth and comfort.

    These influencers dedicate themselves and their platforms to promote healthy lifestyle and personal care, so creating new products cannot focus only on saying that the drink is appealing, but to give proper options that match all the Z needs: low-alcohol, low or sugar free, apt for celiacs, eco-friendly, natural flavours… the list is long, but so are the relationships that can be built if things are made right for them. 

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  • Beyond KPIs: Analyzing Brand Perception in Campaigns

    Date: August 4, 2023

    Category: Social Media

    In addition to reviewing the brand’s Key Performance Indicators (KPIs) after the end of a campaign, it is recommended to analyse whether the marketing actions have had an impact on the conversation about brand perception (SOV and sentiment) on digital platforms or whether it has gone unnoticed.

    How do you know if marketing actions are having an impact on brand perception?

    More and more brands want to measure the results of their campaigns and know if they have had a real impact on the audience or if the action has gone unnoticed as a result. Previously, brands used to measure the impact of campaigns thanks to word of mouth, and many now digitised even measure the impact based on the results collected by their social networks, but how do they ensure that marketing actions have had a real impact on the audience, how can they measure if the audience is talking about the campaign, how do they find out if the sentiment generated has been positive or negative, how do they identify if the opinions can be positive or negative, and how do they identify if the opinions can have a positive or negative impact on the campaign?

    It is at this point that Social Intelligence becomes important to justify why we should measure the impact of campaigns beyond the results that are stipulated in internal KPIs. 

    The aim of this article is to explain why it is important to measure the impact of campaigns beyond the internal review of KPIs, i.e. to find out if the campaign has had an impact on user perception using two measurement metrics: conversation volume (SOV) and generated sentiment (positive, neutral or negative).

    What is brand perception and why measure it?

    A user’s impression, opinion or registration of a brand, product or organisation is defined as brand perception. A consumer’s perception can be influenced by previous experiences (beliefs, habits, word of mouth, or tastes) which can sometimes help to favour or disfavour brands, and it is for this very reason that it is recommended to measure the impact that a campaign may have had once the action has ended in order to then measure whether or not the consumer’s perception has changed.

    How can we measure brand perception?

    When measuring consumer perception we are going to take into account two metrics, firstly, the volume of conversation (SOV) because we want to know if users are talking about the brand and to what extent and, secondly, the sentiment of the conversation because we want to know the organic opinion of the consumer (positive, neutral or negative). This data will help us to know the perception that users have of the brand by comparing these results in two different time periods: pre- and post-campaign. In this way, knowing the situation of the brand before and after the action, it is possible to corroborate whether the marketing actions have had any impact or repercussion on the conversation. 

    What does the Social Listening process consist of and how can it help to understand brand perception? 

    The Social Listening approach begins with the configuration of the tool, this is known as the set-up, which consists of writing a query composed of all the essential keywords for our brand or topic to investigate, as a good data result will depend exclusively on how well the search is written. After writing the query and downloading the data, the review and cleaning process begins, sometimes chaotic, to ensure that the results match the parameters that have been set for the search. This step sometimes requires several revisions to ensure a good degree of quality in the data sample. The last step in the listening process is to analyse the data in order to extract insights and learnings that help us understand the user’s current perception of a brand or topic, and what are the key learnings to improve and modify their communication.

    What are the findings useful for? 

    The insights and learnings extracted from the different digital conversations are intended to provide answers to business questions and to support decision-making (strategy, business, communication, etc.). Moreover, they can be an additional and complementary source of data to traditional research. Therefore, the information gathered through analysis allows brands to know and understand where their brand reputation stands according to consumer perception and what other elements found can serve as a guide in future marketing campaigns.  

    Do you measure brand perception? Start now

    Monica del Dedo – Senior Research & Insights Analyst

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  • Streaming platforms, influencers and media love triangle

    Date: July 19, 2023

    Categories: Influencer Marketing, Influencers, Social Media, Tech & Entertainment

    Are streaming platforms using influencer’s content to leverage their presence in media?

    That’s the question that popped out in our heads when we started seeing different streaming platforms releasing docuseries and special programs about influencers’ lives, such as Georgina by Netflix, The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video, or even hosting different kinds of events with world-recognised streamers, like Ibai Llanos and Twitch. What would they do for this course of action? What would they expect from these collaborations?

    To understand this match and how it could be made in heaven, we need to establish some ground: 

    • The number of subscriptions to online video streaming services worldwide reached 1.1 billion in 2020
    • The most popular type of digital subscriptions are streaming services, which 90% of consumers subscribe to, according to a survey ran by Forbes.
    • Consumer interest in video game streaming is growing rapidly among users and is a $9.3 billion per year industry.
    • Americans spend an average of 13 hours and 11 minutes a day using digital media.
    • Total video streaming time by users increased by 18% from 2021 to 2022

    Now, if we cross the evident data that we have about the interest of current generations on streaming platforms with their love and admiration for influencers, we have a great opportunity for the streaming brand that is beyond any direct marketing they could do.

    How to attract customers? They have billboards, marketing campaigns, social media presence… How else can they stand out among each other? The answer is, of course, with influencers. And not in a traditional way.

    By partnering with influencers, brands can access their established communities and leverage their authentic influence and fanbase to indirectly promote the streaming brand. As in today, brands need to start leveraging all connection points they have, and reaching media outlets and social media is kind of hard if you’re not the center of attention… But you can be.

    That’s what they have learned so far. They don’t need to make it about themselves, but to give users a reason to talk about them without them even focusing on the brand, but their original and proprietary content, and this means: creating content around influencers 

    Authenticity and genuine connections are key elements of influencers; they make audiences need to see themselves as close to them, so streaming platforms are an ideal place to offer users meeting points, building trust and increasing engagement by transferring influencer sentiment to the brand.

    THE CASES: NETFLIX AND AMAZON PRIME

    To prove our theory, we ran a social listening exercise to understand the impact some docuseries have had on their production brand. In this specific case we are talking about Georgina by Netflix, and The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video.

    Georgina by NETFLIXThe Ferragnez  by Amazon Prime Video.Dulceida Al Desnudo by Amazon Prime Video.
    General NewsShare of voice  53%General NewsShare of voice 60 %General NewsShare of voice  40%
    TwitterShare of voice  22%TwitterShare of voice  25%TwitterShare of voice  39%
    Youtube Share of voice  13%Blogs  Share of voice  7%Youtube  Share of voice  10%

    We looked for the share of comments or mentions that the platforms had in relation to the influencers name and content, and as we can see, most of the share belongs to media outlets. Without needing to launch a campaign, both Netflix and Prime achieved to dominate the media space by leveraging the relevance that influencers have for audiences.

    THE CASE 2: LIVE STREAMING, TWITCH AND IBAI’S KINGDOM

    Aside from the benefits of creating proprietary content around influencers to attract attention not only by the fans but also by media channels, platforms such as Twitch also offer advertisers unique opportunities to create immersive experiences that go beyond traditional advertising formats. Features such as live chats and exclusive promotions allow brands to foster direct interactions with viewers, leading to increased engagement and a sense of community around the brand.

    • By 2022, Twitch had 140 million unique monthly visitors, with 107,800 live Twitch broadcasts going on at any given time.
    • According to our surveys, 6% of Gen-Z are already discovering new products or services on Twitch

    We need to remember that younger generations are looking for places to connect and feel free of sharing their interests and needs, and that’s why these spaces are so sacred and relevant for them. This is the reason why the recent law regarding the content restriction imposed by the European Camera could represent a huge pain for brands, streamers and audiences; if they feel they’re being controlled, this could affect the whole dynamic established, and most likely would imply that they’ll go find that connection elsewhere. 

    But, as long as the platform is still a safe-place for the niche communities, it can become a paradise for users (and, therefore, for brands). Such was the case of “La Velada del Año 3”, an event hosted by the Spanish streamer Ibai Llanos, where he showed a live boxing event that already gathered over 65 thousand people in the stadium Cívitas Metropolitano in Madrid, Spain, with guests such as Quevedo, Feid, Ozuna, Duki, Nicki Nicole.

    • 3.4 millions of users connected for +8 hours on a livestream.
    • Viewers’ peak: 3.449.999M
    • Average number of live users: 2,893,443M
    • Unique viewers: 15,197,859M
    • Broadcasting time: 8h and 13m
    • Live views: 100,435,114M

    This has become, officially, the stream with the most views in history.

    But why is this happening? Because of the power of influencing. Public figures like Ibai Llanos represent the new idols, people that are already an expert on some matter and that leverage platforms to connect to the audiences in a different and constant way. We all daydream about meeting our idols, but the streamers connect with their communities on a daily basis, making them engage more with the content and feeling like they are, basically, the closest people to them; promoting support, empathy and affection. 

    In fact, NOBOX’s strategy for Emperador® Xtra Power® as a sponsor got millions of people to see the iconic characters, “THE EMPERADOR® GUARDIANS”, accompany Rivers in her epic entrance to the ring, being one of the most mentioned of the event. This simple but powerful action allowed them to be on everyone’s lips, including those of other brands, media and influencers, without them even realising it, positioning the brand as the ideal ally of the biggest streaming representative in Latin America.

    So, instead of spending all the budget on billboards or campaigns to tell the communities that a brand care about them and their interest, some of them are already getting involved with their passions, such was the case of ElPozo King Upp, Mahou, Grefusa, Alsa, iGraal, Spotify, PlayStation, Coca-Cola and Revolut, sponsors of La Velada del Año, knowing that being connected to streamers and Twitch means being connected to the Gen-Z and Alpha. 

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  • Queer Influencers: why representation matters

    Date: July 5, 2023

    Categories: Influencer Marketing, Influencer World, Types of Influencers

    Representation matters, and queer influencers are key to achieve this.

    That’s the starting point to write this piece. But, do we actually understand why? Well, because before 1994 when Ikea launched the first ad with two same-sex couple, queer people have never seen themselves represented in any kind of advertising; it’s not only about selling products or services, but feeling a connection with the content you consume, and therefore being able to imagine yourself in that context. When you don’t have representation, there is a lack of connection.

    As society progresses towards inclusivity, the presence of LGBTQ+ influencers plays a vital role in fostering empathy and understanding on this matter; audiences crave the opportunity to see, connect, and interact with these influencers, because they see themselves projected on them. Through authentic stories and relatable experiences, LGBTQ+ influencers have the power to bridge gaps and inspire genuine connections, giving to the communities what they need so much: a place to belong.

    Queer influencers and their audiences

    Niche communities are rising since the past years, and these small groups share a strong point of similarities that make them feel like family, but the numbers of them are not small: about 7.1% of American adults identify as lesbian, gay, bisexual or transgender, according to a Gallup poll conducted in 2022, up from 5.6% in 2021. The proportion jumps to 21% for adult members of Generation Z, and many younger consumers say they want to see inclusive ads, but not only during Pride Month.

    Actually, Harris Insights & Analytics, stated that 67% of consumers think Pride Month has become too commercialised, and consumers are quick to call brands out when their messaging doesn’t measure up. We need to remember that these consumers won’t hesitate to stop their relation with brands if they don’t align to their words and values in all sense, including the actions they do in terms of representation.

    For the past 10 years, the rise of the influencers has been the lead when choosing to connect to audiences, and LGBTQ+ influencers offer audiences authentic narratives and stories that resonate deeply. By sharing their personal content, struggles, and triumphs, they provide a sense of relatability and understanding that becomes a bridge between them, helping individuals feel seen, understood, and accepted; with this, the brand that talks thought the influencer finds an opportunity to connect with an effective audience.

    According to a study conducted by Out Now, 62% of LGBTQ+ individuals feel that social media influencers are essential in helping them explore and express their identity.

    Seeing LGBTQ+ influencers in influencer marketing campaigns sends a powerful message of inclusivity and acceptance; it’s not only about the struggle anymore, but about being able to have a good, recognised life that inspires others. It allows individuals from the LGBTQ+ community to see themselves reflected positively in mainstream media, validating their identities and experiences. For those outside the community, it fosters empathy, breaking down barriers and stereotypes of the “being different”, and promoting a more diverse and inclusive society.

    • According to The New ConZumer Journey, 58% of Gen-Z shoppers have purchased a fashion item outside of their gender identity, compared to 40% of Millennials or 22% of Gen Xers – showing a deep sense and need for inclusivity and gender fluidity
    • In another finding of Nielsen states that 76% of respondents said they think brands can influence the evolution of LGBT rights. 64% of consumers worldwide will buy or boycott a brand based on its stance on social issues.

    For and by queer community: representation and safe spaces

    Influencer marketing provides a unique opportunity to create safe spaces for LGBTQ+ individuals and their allies. Queer influencers often cultivate supportive communities, where individuals can engage in discussions, ask questions, and seek advice. These spaces foster a sense of belonging and understanding, empowering individuals to embrace their true selves. Audiences value these safe spaces, appreciating the chance to connect with like-minded individuals and form meaningful connections within a supportive community.

    • 71% of consumers surveyed by Forbes stated that they expect brands to promote diversity and inclusion in their online advertising, but more than half (54%) don’t feel fully represented in online ads
    • The study also found that 59% of consumers are more loyal to brands that commit to inclusion in their online advertising and 59% of that group prefer to buy from such brands.

    Influencer marketing featuring LGBTQ+ influencers challenges stereotypes and preconceived notions about gender, sexuality, and identity. By sharing their diverse experiences, LGBTQ+ influencers break down societal barriers, encouraging individuals to question and redefine their understanding of gender norms and sexual orientation, opening their minds to welcome all kinds of personal preferences.

    Queer influencers possess the power to inspire social change and advocate for LGBTQ+ rights and inclusivity. Through their platforms, they raise awareness about important issues, share educational resources, and encourage activism. Audiences are drawn to these influencers’ passion and dedication, often feeling inspired to join the movement for equality and social progress. Their representation in influencer marketing amplifies the voice of marginalised communities, promoting empathy, ally-ship, and positive change, all characteristics of a more empathetic generation.

    According to our studies 70% of younger consumers are more trusting of brands that represent genuine diversity in advertisements, and 49% of them have stopped purchasing from a brand that did not represent their values.

    The empathetic power and the impact of LGBTQ+ representation in influencer marketing extends far beyond commerce—it touches hearts, changes minds, and contributes to a more inclusive and compassionate society, and we, as marketers, have the responsibility to keep opening spaces and platforms for them to grow and reach broader audiences; there is a lot of work left to do, but we have walked a long path since 1994, and we are just aiming for a more equal and healthy future.

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  • Trends of influencer marketing: educational content

    Date: June 16, 2023

    Categories: Beauty & Pharma, Influencer Marketing

    In the ever-evolving landscape of influencer marketing, two factors play a pivotal role in achieving success: selecting the right influencer and crafting compelling content. At SamyRoad, drawing from over 10 years of experience, we understand the importance of staying abreast of content trends to ensure our campaigns remain relevant.

    Actually, a Hubspot’s industry study revealed that 71% of marketers witnessed higher quality customers and traffic from influencer marketing channels compared to other sources. This highlights the immense potential of influencer marketing when executed effectively, but, how to assure we are doing it right? When there are so many factors to have in mind?

    Users and why they crave educational content 

    The first step is to know who are we trying to reach and meet and, as in today, we can all agree that the landscape is focused on Zillennials (the cluster between Millennials and Gen-Z), Gen-Z and Alpha users; all of these are strongly different among each other, although they have something very particular in common: they categorically reject straight advertising. 

    The most notable characteristic that these generations show is the need for inclusion, authenticity and transparency; they need a place to belong, with authentic and caring content that resonates with them and is honest with them, otherwise users will reject the content if they sense it’s too one-sided. They know what information they can access and are smart enough to find out and express disappointment if they feel the brand or influencer has lied to them or withheld information.

    If we judge based on the most liked and shared content on social media, and the most prominent social media and social platforms as in today, such as Reddit, Discord and TikTok, we can find out a truth: they are information-hungry users – and not only that, they are also fast-paced – which gives us the best combination possibly in terms of content creation: educational content, and matching that with influencers is a success path.

    • TikTok had a total of 78.7 million users in the United States. Around 37.3 million of these users belong to Generation Z.
    • Twitch attracted a staggering 1.35 trillion minutes of worldwide watch time each year on 2022
    • In 2022, Reddit had over 1 billion global user visits, with 69% of users expressing respect for brands present on the platform, and 61% indicating a higher likelihood of trusting brands that actively engage on Reddit.

    How to leverage the educational content and new formats?

    It has become evident that educational content creators hold a unique position in imparting knowledge, data, resources, expertise, and insights across a myriad of industries. These creators possessed a profound understanding of their subjects, having studied, taught, and immersed themselves in their respective fields.

    In today’s digital age, consumers have developed an innate habit of seeking essential information about products and companies before making even the simplest of purchases. According to Forbes, over 82% of shoppers rely on their devices to look up items while standing in a physical store, placing their trust in digital information rather than solely relying on their senses, and it has been so for the past years. Brands that recognize this shift in consumer behavior have better opportunities to improve their visibility and reputation journey.

    The solution lies in forging education-based partnerships with influential figures across social media platforms. Unlike traditional campaigns that place products front and center, educational influencer campaigns focus on creating “Aha!” moments. Instead of aggressively pushing for immediate sales, they seek to empower users with valuable insights they wouldn’t have realized otherwise, and that’s all the motivation they will need to go from the meeting to the purchase point, but they need to go by themselves.

    And here is where the new formats get in handy, because there are places that are not as saturated as other platforms yet, and brands can find niche communities to connect with. 

    NEW PLATFORMS: TWITCH CASE

    Twitch, for example, has an user base of over 8.042MM AU and a significant portion of beauty enthusiasts also being video game enthusiasts (39% playing video games and 22% enjoying esports), offering a unique and less saturated environment for beauty brands to connect with their target audience.

    Twitch has caught the attention of beauty brands, including MAC, who have already ventured into this space. This shift in focus from cosmetics companies towards Twitch is a noteworthy development, considering that just over a year ago, a Twitch user named yayayayoung claimed that “The beauty space is pretty much non-existent on Twitch.”

    By embracing Twitch and adopting an educational content approach, beauty brands have the opportunity to captivate Twitch’s audience by delivering valuable insights, tutorials, and discussions related to beauty products and techniques through streamers, gamers and other influencers that align with the platform and brand at the same time. This strategic move not only enhances brand visibility but also builds trust among consumers. 

    The combination of Twitch’s growing popularity and the educational content approach empowers beauty brands to stand out, connect with their audience, and establish themselves as pioneers in this space. 

    The success of educational content

    Has we have seen, one of the industries that has been able to produce and leverage educational content as an incentive for users to not only follow them on social media but to actually appreciate and take advantage of their content (which, in terms of KPIs, is determined by using metrics such as saves, shares, views, etc.), is the cosmetics industry.

    Brands such as Miravia, whose app has an integrated segment of tips for different types of users, and then leads to products that could match the need or tip they are giving, Eucerin, which has a section of research and explanations on its website, or Skin Generics, which echoes the benefits of its products through influencers who teach how to create a good routine for each person, are an example of how brands don’t need to say, but show that they care about their communities.

    Educational content takes on various forms, catering to different levels of complexity and engagement. It could be as simple as a series of quick how-to guides or a short and snappy TikTok tutorial, or as “complicated” as an elaborated new format or feature in the app. Regardless of the format, the primary goal is to provide value to website visitors and potential customers, fostering a positive brand image.

    The power of educational content extends beyond acquiring new leads or driving traffic to your website. It serves as a support system, enhancing the user experience and enabling customers to extract maximum value from your products or services. Moreover, it presents an opportunity to build an online community around your brand, fostering meaningful interactions and discussions, and living by the state of “show, don’t tell” as the strategy that is actually making a difference among younger generations.

    As of today, educational content has been established as a driving force behind successful campaigns; prioritizing the needs and desires of consumers, rather than solely focusing on product advertising, delivering valuable information, brands establish trust and authenticity among their community and therefore can create a lasting impact and pave the way for organic sales growth.

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  • Influencers vs Content Creators: how to choose them?

    Date: June 1, 2023

    Categories: Influencer Marketing, Social Media

    In today’s digital age, the rise of social media has given birth to multiple types of influencers; from social causes to educational and even animals, influencers are the voice and sometimes even the face of brands nowadays; they dedicate themselves professionally to create digital content to promote products and services through trust and their relation with their community; while some use the terms “influencer” and “content creator” interchangeably, there are actually distinct differences between the two.

    According to Forbes, content creators are “individuals who produce original content across various digital platforms with the goal of creating an engaged following.” They specialise in creating content that speaks to a specific niche audience, whether it be beauty, fitness, food, or another area of interest. They typically have smaller, more dedicated followings that appreciate their expertise and authenticity.

    On the other hand, influencers are those individuals who have amassed a large following on social media and have built a level of trust with their audience. They use their platforms to promote brands and products to their mass audiences, often relying on their personality and lifestyle to connect with followers.

    The main difference between creators and influencers is their focus on audience engagement versus reach, since creators typically focus more on engagement, building a tight-knit community of followers who engage with and appreciate their content. Meanwhile, influencers focus more on reach, using their large audiences to promote brands and products to a wider demographic.

    What does this mean for brands looking to partner with content creators or influencers?

    The answer lies in understanding the specific goals of your brand. If you’re looking to reach a large audience and build brand awareness, partnering with an influencer may be the way to go. However, if you’re looking to target a specific niche audience and build brand loyalty, partnering with a content creator may be more effective. Actually, as we indicate in our study about Decentralised Communities, niches are perfect for building authentic peer to peer relationships with people based on shared interests, a strong sense of belonging and a true spirit of co-creation.

    Even then, while there are differences between influencers and content creators, the two categories are not mutually exclusive. Many influencers are also content creators, and vice versa. The key is to understand your goals and find the right person to partner with, because as we contrasted in another study about consumer’s behaviour, the decentralised platforms are getting more attention each day; only last year both Discord and Reddit received +55K mentions in English and Spanish social media markets, but the leadership is still on Twitch, which received over 600K mentions. This means that even influencers and brands are considering and starting to be present in these platforms with different strategies, so it’s not a creatorspace only anymore.

    We need to emphasise that both content creators and influencers play a valuable role in a brand’s social media strategy, and brands should take the time to research and find creators and influencers who align with their values and target audience, because they will transfer their image and feeling of trust to the communities and, therefore, become a bridge between the brand’s goals and the user’s needs, so the profiles need to be precisely tailored to not be seen as a cold strategy.

    To choose the right influencer and/or content creator

    From our ten years of expertise we have realised the relevance of having the proper tools and services to support brands in optimising their digital marketing strategies, that’s why we have acquired and developed AI-based tools to help us identify those content creators or influencers that could make the difference in a brand’s strategy. Our process begins with a thorough digital strategy audit, which assesses brand reputation and compares it with competitors, offering valuable insights into a brand’s current position and potential opportunities.

    To stay ahead of the curve, we analyse the latest consumer trends and social media content, utilising social listening techniques to identify the topics that resonate most with audiences. Our advanced ShineBuzz AI technology enables us to identify the most suitable Key Opinion Leaders (KOL) from a pool of over 120 million; then we have Deepfy, a platform that identifies superfans, super content and a reliable performance benchmark with direct competitors. When combining all these tools, we can ensure successful social media campaigns

    This technique employs sophisticated analytics to identify niche influencers as well as non-influential individuals who are driving conversations on social media within specific territories and, by examining the affinity between influencers and brand profiles, we create awareness among target audiences.

    With this approach, we aim to empower brands to predict, plan, and report on their influencer marketing campaigns by providing valuable insights into market benchmarks and performance metrics, enabling brands to make informed decisions and achieve optimal results.

    Then we can come to terms with the “influencer” and “content creator” concepts; because even if they are often used interchangeably, there are distinct differences between the two and brands should understand their goals and target audience to determine whether partnering with a content creator or influencer is the right move. Both creators and influencers can play a valuable role in a brand’s social media strategy, and finding the right person to partner with is key.

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  • Social Media Through the Ages: Each to their own

    Date: May 30, 2023

    Categories: Influencer Marketing, Social Media

    Exploring Generational Differences in Online Engagement

    Social media has become an integral part of our daily lives, shaping the way we communicate, share information, and connect with others. From the baby boomers to Gen Z, each generation has embraced social media in unique ways, influencing trends and online behaviours and understanding the space each generation finds themselves in, in terms of social media, is crucial to shape strategies personalised enough to catch their attention.

    • Facebook users in the USA aged 50-64 accounted for 29% of the platform’s user base.
    • Instagram predominantly attracts users in the 18 to 29-year age group, representing approximately one-third of all users.
    • Twitch has gained popularity among younger users in the U.S., with 80% of its user base falling between the ages of 18 and 39.
    • Despite being associated with Gen-Z, TikTok’s user base is nearly evenly divided. Approximately 39% of users are aged 18-29, while 30% fall within the 30-39 age group. This indicates a significant presence of Millennials and Gen-X users, highlighting the platform’s broader appeal beyond Gen-Z.

    Source

    The thing is that advertising has evolved around Gen-X and Millennials, therefore, brands are already used to shaping their strategies dedicated to them, but how to hyper-personalise strategies for the rest of them? Let’s get into this:

    Gen Z: Shaping the Future of Social Media

    Gen Z, also known as the iGeneration, has grown up in a world dominated by social media. Platforms like Instagram, TikTok, and Snapchat have become integral parts of their social interactions, self-expression, and personal branding. Gen Z values authenticity, inclusivity, and meaningful connections. For businesses, engaging with Gen Z requires an understanding of their preferences, values, and the ability to create authentic, relatable content. Influencer marketing, user-generated content, and interactive experiences are key strategies for capturing the attention and loyalty of Gen Z. It’s important to separate this strategy from Millennials, since the latest will value more practical content, and the first preferes honest, humoristic and sarcastic one.

    Zillennials: The lost child of Gen Z and Millennials

    Zillennials, often referred to as the cusp generation, sit at the intersection of Gen Z and millennials. They exhibit characteristics and behaviours of both generations, making them a unique group to target on social media. Zillennials grew up with social media, but also experienced life before its ubiquity. They are digital natives who embrace technology but also value real-life experiences. Zillennials prefer platforms like Instagram, YouTube, and Twitter, and are drawn to content that is visually appealing, informative, and entertaining. Businesses can engage with Zillennials by creating content that bridges the gap between Gen Z and millennial preferences.

    They represent the generation comprising about 20.35% of the US population, and are worthy of a niche marketing approach. With 54% of them being fully employed, they find themselves in the sweet spot of purchasing power. Moreover, in the next 10 years, Zillennials will constitute the majority of the racially diverse population, further emphasising the need to cater to their unique preferences and engage them effectively. This demographic represents a valuable market segment that brands should prioritise in their marketing strategies to tap into their potential and maximise business opportunities.

    Gen Alpha: The Digital Natives

    Gen Alpha represents the youngest generation, born from 2010 onwards, who have grown up surrounded by technology and social media. While they may not have their own social media accounts yet, Gen Alpha is highly influenced by the digital presence of their parents and siblings. They engage with social media through family-shared content and kid-friendly platforms like YouTube Kids. As this generation grows older, they will become an important demographic for businesses to consider, requiring age-appropriate and family-oriented content strategies.

    Understanding the generational differences in social media usage is key for businesses and brands to effectively engage with their target audiences. From the untapped potential among boomers to the tech-savvy Gen Z, the unique characteristics and preferences of each generation present opportunities for connection, engagement, and brand growth. By tailoring strategies and content to meet the specific needs and preferences of each generation, businesses can leverage the power of social media to build strong relationships and drive success in the digital age.

    Boomers: Embracing the Digital World

    When it comes to social media, baby boomers were the latecomers. And maybe it might appear like it’s not worth preparing social strategies for them, but it could not be more wrong. Initially hesitant to adopt new digital platforms, boomers have gradually embraced social media as a means to connect with family, friends, and even rediscover lost connections. Facebook has emerged as a popular choice among boomers, providing a space for sharing memories, photos, and engaging in conversations. However, there is still an untapped opportunity for businesses and brands to target this generation with tailored content and relevant campaigns. Boomers are active consumers and represent a demographic with significant purchasing power, making them an attractive market segment.

    Also, we cannot ignore the increasing representation of grandfluencers on TikTok, but that will be a matter for another discussion. 

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  • Deciphering Real vs Effective Audience in Influencer Marketing

    Date: May 26, 2023

    Categories: Influencer Marketing, Social Media

    We all already understand why brands need to unlock new avenues to connect with their target audience and foster brand awareness; the market is overloaded and we need to find a way to stand out, that’s why we will delve into a crucial aspect of this dynamic landscape—the difference between the real audience and the effective audience. This demarcation carries immense significance for brands and their influencer marketing strategies, empowering them to make savvy decisions and achieve exceptional outcomes.

    Real Audience: Size Isn’t Everything, But It’s a Start

    The real audience—the coveted number of followers, subscribers, or viewers that an influencer commands across various social media platforms. It’s a quantitative metric that exemplifies an influencer’s reach. Many brands find themselves drawn to influencers with a vast real audience, assuming that a wider reach inherently leads to magnified results. But let us not be misled by sheer numbers alone.

    Effective Audience: Where Engagement and Relevance Reign Supreme

    In the realm of the effective audience, we shift our focus from the numbers to the subset of an influencer’s real audience that exudes genuine engagement, responsiveness, and the propensity to act upon the influencer’s content and recommendations. This concept directs our attention to the quality and relevance of an influencer’s followers rather than the sheer quantity. It’s there where the true magic happens.

    Real Audience and Effective Audience.

    Why does this matter?

    1. Targeted Reach: by embracing the effective audience, brands embark on a journey of reaching the right people—the individuals most likely to harbour a genuine interest in their products or services. A smaller but highly engaged and targeted audience possesses the power to deliver exceptional outcomes in terms of brand awareness, engagement, and conversions.
    2. Authenticity and Trust: the very essence of influencer marketing rests upon authenticity and trust. An influencer with an engaged and effective audience often enjoys a profound connection with their followers. When the influencer wholeheartedly supports and endorses a brand, their followers bestow trust and act upon their recommendations, fostering stronger brand-consumer relationships.
    3. Meaningful Engagement: Brands yearn for more than just passive glances. They crave meaningful interactions and conversations. By prioritising engagement metrics like likes, comments, shares, and click-through rates, brands gain insight into the level of audience interaction and interest. An engaged effective audience signifies that the influencer’s content resonates with their followers, paving the way for captivating discussions and heightened engagement rates.
    4. Higher Conversion Rates: The true measure of influencer marketing success lies in its ability to drive conversions. An effective audience, brimming with individuals genuinely interested in the brand and its offerings, possesses a greater likelihood of conversion. A diligent focus on the effective audience amplifies the chances of achieving the desired return on investment (ROI) from influencer marketing campaigns.

    In the world of influencer marketing, the real audience size merely scratches the surface. The effective audience, consisting of engaged and interested followers, holds the key to unlocking success. By acquainting themselves with the distinction between the real audience and effective audience, brands gain wisdom to make informed decisions when selecting influencers, devise targeted campaigns, and achieve remarkable outcomes in brand awareness, engagement, and conversions. Prioritising the effective audience enables brands to forge genuine relationships with their cherished consumers and maximise the impact of their influencer marketing strategies. 

    How to find the effective audience?

    The identification of the target audience is of immense importance, and the real challenge is to accurately assess an influencer’s effectiveness. However, brands can find peace of mind in using data and technology as powerful tools. At SamyRoad, we believe strongly in leveraging data and technology to navigate the complexities of each campaign. In a world where accurate measurement is key, every detail matters, and data becomes a source of substantial power.

    A deep understanding of the latest consumer trends and social media content is essential, and that’s why we advocate the use of social listening to identify the topics that generate meaningful engagement among audiences. Our ShineBuzz AI technology is a reliable solution that allows us to identify the ideal match from over 120 million Key Opinion Leaders (KOLs) for successful social media campaigns.

    To further enhance our approach, we added Deepfy to our toolkit. This powerful platform allows us to identify niche influencers, non-influencers, high-performing content and valuable opportunities among competitors that are driving social media conversations within specific territories. In addition, we conduct analysis to determine the compatibility between influencer profiles and brands, which facilitates the creation of targeted awareness campaigns.

    Through our comprehensive set of tools and services, we enable brands to predict, plan and evaluate their influencer marketing campaigns. Our insights provide valuable understanding of market benchmarks and performance metrics, enabling brands to make informed decisions and maximise the impact of their influencer collaborations.

    In the data-driven landscape of influencer marketing, target audience identification serves as a compass that guides brands to success. By harnessing the power of data and technology, brands can unlock the true potential of influencer marketing, fostering meaningful connections and achieving remarkable results.

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  • Activism and influencers: the real actors

    Date: April 21, 2023

    Categories: Influencer Marketing, Influencer World, Influencers, Social Media

    In this advertising world there is space for everyone, but activism and influencers are getting closer than ever

    Social media allowed us, as a society, to do things that we have never done before. From connecting with people all over the world to having a space to express ourselves, concerns, likes and dislikes of everything around us and even, sometimes, changing the social landscape. And that might be where the activism and influencers came together.

    Users have become more conscious and compromised with their values and beliefs with the passing of the years, especially Gen-Zers, who have a huge access to information and are very aware of their impact in terms of consumption; what may have stayed on the streets in 1950 as a fight for social causes, now have found a digital platform to maximise and enhance the message. Then, any person who has something to fight for, can do it online too. And fighting can have many meanings, since we do not need to go violent to make a change.

    And that’s where activism and influencers came together. Many of the most influential people these days are people who defend a social cause and stand for it, and they have a large base of supporters because, thanks to social media, they can reach a vast number of people who have the same pain or worry, the same core values and love to be inspired to actually become part of the change they want to see in the world. Somehow, they see influencers as leaders, and are more than happy to be part of the community.

    Activism and influencers… Are they real?

    Absolutely yes. These are influencers who do not sell any product, do partnership for payment nor “sell themselves”. The reason for their success in social media is due to the way they communicate their social causes: they truly work for what they believe in, and use social media to expand their reach or even getting help to achieve some specific goal. 

    They don’t even wait for brands to reach out to them to help, they will go and find a way even by themselves; they just think what’s the activity they need to do to help their cause and go for it, and people follow and support them; of course, if a brand or any company support them in terms of logistics, reach, production or finance, it’s a perfect match. Partnering with these kinds of influencers can be a huge goal in terms of credibility and gaining trust, but it cannot be done only because of their reach or as a marketing strategy. 

    “People like to see brands commit to a cause (…) I’m not interested in promoting a product that I know is not going to be good. And besides, people notice.” – Connie Isla, argentinian influencer, to The Clarín. – “It’s quite a dangerous role (to be an influencer), because there are no rules on how to communicate. It is unfair to follow someone you like, but who constantly uploads content with subliminal messages because they are paid. You choose to follow the person, not the number of brands that finance your life. If you have followers, you have a responsibility.”

    Most of the time, these are regular citizens who advocate for a specific issue they care about, but they can be professionals as well, celebrities or even content creators. The only requirement is that you actually care what you stand for and live by it. 

    In terms of specific areas, there are as many causes as human spectrums: LGBTQI+ rights, veganism or special diets, feminism, environmental crisis (ecoinfluencers or greenfluencers), social equal rights, racial inclusion, sexual and gender diversity, mental health, body positivity, illnesses and diseases, particular needs… These are only a small number of categories, if there is such a name.

    It is a consequence of your “what for”. In other words, influencers become referents by the way they convey their cause. – Lino Hassan, social and environmental causes influencer. 

    Lino Hassan, social and environmental causes influencer. 

    Brand’s role in activism and influencers campaigns

    If a brand wants to get involved, they need to get involved for real. As explained by Isla, people will tell and reject if they sense the collaboration is not for the cause itself but to “wash” the brand’s image. 

    A key to make sure a brand is connecting the right way with the influencer and the cause works by two ways: 

    • The value and morals of the brands coincide with this influencer
    • The brand takes the initiative and contact with the influencer to work together to have better results (that will impact directly in the effectiveness of the campaign for the cause)

    Incorporating an influencer into an advertising campaign can enhance the brand’s credibility as the influencer is seen as an authority figure within their respective community. The public trusts that the influencer would only share products or services that align with their values, thereby improving the brand’s reputation. Also, the influencer’s endorsement can generate a positive impact on society and increase the brand’s reach through viral publications. 

    As we are constantly bombarded with countless messages and information, people will connect better through the content they actually feel related to, and activism and influencers are two powerful meeting points for them. 

    By collaborating with committed influencers who use their voice to support social causes and create impactful and persuasive speeches, they can differentiate themselves and communicate their message in a clear and effective manner, with the ultimate goal of being part of the solution for a society pain (or, at least, doing their share of help). With the support of committed influencers, brands can make a positive impact on society and enhance their reputation by aligning themselves with meaningful causes.

    We must all do our part

    Some of them aren’t dedicated entirely to their social cause, but include it as a part of their social media content, and since this is the honest and real part of them it’s perfectly fine, since the opinion, interest and passions are part of their life and not their job. Either way, we believe it would be better if we just show you some influencers who matches their activism with their social media work:  

    1. Lino Hass – Greenfluencer – Instagram – TikTok
    2. Santi Maratea – Social causes – Instagram – TikTok
    3. Connie Isla – artist, veganism and greenfluencer – Instagram – Tiktok
    4. Carlota Bruna  – ecoinfluencer – Instagram – TikTok
    5. Victoria Moradell – ecoinfluencer – Instagram – TikTok
    6. Teresa López – body positive – Instagram – TikTok 
    7. Spencer Barboza – body positivity – Instagram – TikTok
    8. Grace Beverly – green and positivity influencer – Instagram – TikTok
    9. Zinnia Kumar – antiracism influencer – Instagram 

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  • Thyga: taking influencer marketing to the next level

    Date: April 5, 2023

    Categories: Influencer Marketing, Social Media, Tech & Entertainment

    Influencer marketing has become an increasingly popular tool for brands to connect with their target audience on social media. However, with so many brands jumping on the influencer bandwagon, it can be challenging to stand out and make an impact. To take your influencer marketing strategy to the next level, you need to incorporate paid media and data intelligence.

    Thyga brings creativity, data and strategy together to create the most efficient paid media plan at a fraction of the cost. And, by being part of the Samy Alliance network of digital agencies, SamyRoad can integrate efforts with Thyga to boost the results of our campaigns. 

    We focus on four key pillars: finding the right person (overcoming targeting restrictions to ensure only the target audience is exposed to the campaign), partnering with innovative social platforms, utilising relevant influencers and ambassadors, and optimising the media spend to conversion rather than just engagement. 

    Thyga uses unique research, creative, and influencer capabilities to improve media performance. As a paid media agency obsessed with delivering the right message to the right person, the data-driven approach allows us to understand your audience better, deliver effective messaging, and reach them with higher cost efficiency.

    Our data intelligence suite is used to identify the right influencers to work with. By analysing data on social media engagement, audience demographics, and interests, we can identify the social media authors who are most likely to resonate with your target audience. This ensures we find ultra relevant influencers that are more effective in driving engagement and conversions for your campaigns.

    With this approach, Thyga can use paid media to amplify the reach of influencer content, ensuring that it reaches a wider audience that may not have seen the post organically. And, with that, we track the performance of your influencer campaigns by monitoring metrics, comparing them with our predictions and therefore gaining insights into what’s working and what’s not. This information can be used to optimise future influencer campaigns and improve ROI.

    Our ultimate goal at Thyga is to increase the effectiveness and precision of your influencer marketing strategy. We do this by leveraging top-notch influencer content, tracking campaign performance in real-time, and having the guarantee of results. With over 10 years of experience creating innovative and disruptive experiences, our team of experts is committed to helping your brand reach its target audience on social media in the most effective way possible.

    For more information on Thyga, visit our website or get in touch at contact@thyga.com

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