Audiences today pay to avoid ads. Back in the old days, announcements were "a necessary evil" in order to be able to view content of our interest. Our way of escaping commercials was through a furious channel-surfing and some old schools like me, might even remember the PIP (picture in picture) function that came with some TVs and allowed to peep when our favourite show was back from commercials.
In reality, Netflix, Spotify, the recent release of “YouTube Premium”, among other on-demand platforms, show the craving of public to avoid traditional advertising, willing to pay for an announcement-free environment.
On internet this ad-blocking culture grows: according to a study by Fractl and Moz, 85% of netizens surf the web with ad blockers, and more than half of them do not click on any advertisement for a whole week.
This non-acceptance of ads can occur for many reasons, but one thing cannot be denied, invasive advertising has been scarcely accepted over history. In response to this and urging to the need of not going digitally unnoticed, brands persisted on unfriendly ways to capture audience's attention.
Banner invasion and pop-up windows every single time we do something on Internet has only deepened our negative perception about advertisers. This being said, in order to obtain better results, it is necessary to consider other ways to show ads in a not so overwhelming way.
Life after Internet
The way in which we communicate has changed with the irruption of Internet: we choose the type of content we want to view, at the right moment we want to view it. Nowadays, whether we like it or not, we interact with the content creators to let them know what we like and don't like.
According to a recent study by the Association of Advertising, Marketing and Digital Communication in Spain (IAB), which analyzes social media habits, we spend 1 hour and 33 minutes a day using WhatsApp, 1 hour and 27 minutes listening to Spotify, 1 hour 19 minutes on FB & Instagram and 1 hour and 10 minutes watching YouTube.
So, now the audience has as never before, the means to communicate what it is that they like. This supposes for the brands a crucial advantage to connect with them, know what they want and approach them to showcase products and services that match their choices.
Steve Jobs said
You can’t just ask the customers what they want and then try to give that to them. By the time you get it built, they’ll want something new". The founder of Apple argued that it is so because “By the time you get it built, they'll want something new".
However, without needing to ask, the audiences are constantly leaving digital traces what they really want.
From the places that they visit, the pages to which they subscribe, the content that they look for... All of their virtual behaviour presents us with a big map of their identity and shows the values to which they stick, those that they reject, etc.
When it comes to social media, this load of information is much more obvious, because users choose freely what and who to follow, which publications catch their attention and show their "affection" with likes and comments.
We are what “Like”
You probably use Facebook, Twitter or Instagram so you already have a clear notion of how users behave. We need to interact, not just seat and watch from a grandstand. We upload photos, share videos, express opinions and feelings, and communicate with our digital friends. In the same way, we probably follow public people, influencers and celebrities that generate attractive content.
These influencers were able to build a brand around them, with their own values and culture and generate supporters based on the content appealing.
Many of these influencers are putting their heart in content in circulation, have a message within themselves. And their supporters, your potential clients, choose to consume their content. By this reason we say that the influencers are excellent allies to have in order to reach whatever skeptical public you want to conquer.
The recipe of success
When brands began to notice the visibility and capacity of persuasion of these virtual characters, they were transformed into allies to reach audiences in the ways dictated by the Internet.
The technique employed by these content creators is called “Influencer Marketing”
According to Influencer Marketing, if a brand and a Content Creator agree on the promotion of a product or service, the public is approached in a more genuine way and the message is incorporated more easily. Benefiting not only from the great visibility that they have due to their many supporters, but also from the charisma and freshness which won them over.
With the collaboration of the influencers, the presence of the brand is integrated visually and contextually to the digital format.
Besides, this kind of marketing favours that the user viralizes the content, and this, as a brand, puts you in a favorable position to unlock the barriers between you and the client.
The message of your brand, issued by an influencer, turns into an opportunity to build a strong relationship with the public. As if, suddenly, everyone began to play for the same team, building synergy through the figure of the Influencer.
Are you interested in getting started with Influencer Marketing? Download our free guide: Influencer Marketing for professionals