PPB October 2019

backpacks, dog bandanas and stickers. And that’s only the tip of the iceberg. For brands catering to Gen Z end users, social media influencers are the key to mass exposure. According to the Digital Marketing Institute, 70 percent of teenagers trust social media influencers more than celebrities, and 40 percent believe their favorite influencers “understand” them more than their close friends, signifying the magnitude of impact. But across all demographics, 49 percent rely on product recommendations from influencers, and 40 percent have made purchases after seeing the product on social media. And a staggering percentage of females—86 percent—turn to social media for product recommendations. Not only do the percentages indicate the reach available by working with social media influencers, but according to a Tomson study, brands, on average, earn $6.50 for every $1 spent on social media influencers—more than a 600-percent ROI—making it something that marketing teams should closely consider. Industries With Influencers Are you working with clients in various industries? Adweek provides a list of the most popular industries that social media influencers work with. Fashion and apparel , 36% Food and beverage , 25% Beauty , 23% Fitness , 7% Retail , 4% Travel and hospitality , 2% Technology , 1% Finance , 1% Get In Touch With Influencers Interested in working with an influencer? It might be as simple as clicking “send.” The easiest way to get in touch with influencers, according to Awario, is by sending them an email or direct message through their page. If they are interested, you may set up an appointment to describe the campaign, product, promotion or initiative. There are also brands specializing in marketing partnerships with social media influencers, which are more tailored to working with well- known influencers with large followings or developing a viral campaign. | OCTOBER 2019 | 77 THINK