The general public is done with ads. A recent study by the IAB showed 26% of desktop users deploy ad blockers online, only 16% of Facebook users find ads relevant or interesting, and brand engagement is dropping fast.
Traditional digital advertising is blunt and aggressive. Even with the extremely specific ad targeting available for online marketers, consumers still don’t find advertisements compelling. As people become more frustrated with ads, they will simply engage less, and immediately ignore anything perceived as a blatant advertising.
The solution to the death of ads is influencers. Influencers are individuals who have a notable following within a specific subculture or demographic, and their opinion is highly valued within relevant communities. Influencers are the perfect medium for marketing since they have built a specific, targeted audience, and they understand how to tastefully expose a brand or product to that audience
What’s the difference between this and a normal ad?
sincerelyjules’s followers are aware that she was paid for this post, it’s fairly obvious. The company, Skii, who sponsored the post is tagged in the post several times and their product is portrayed in a very positive light. She also includes the hashtag “#skiipartner” to demonstrate that she is a paid partner of the company.
The transparency pays off, transparent ad targeting boosts engagement by 40% .
Consumers understand the value of advertising, and actively want to be connected to products and brands that are relevant to their interests. But consumers also don’t want that advertising to be forced upon them. When an influencer organically includes promotional content into their normal output, their audience understands it as advertisement, but will still engage as part of their standard media diet. Influencers have taken the time to build an audience, and they understand the best way to present promotional content to that audience. That personalized touch to promotion dramatically boosts sales. Accenture found that 41% of consumers are more likely to make purchases with companies that personalize experiences. That personalized touch makes a dramatic difference.