The Rise of the Internet Best Friend
User-Generated Content (UGC) and influencer marketing have taken the world by storm. It should not be a surprise considering we’d all trust the opinions of a friend (or at the very least someone familiar) over that of a paid actor. That familiar person you’ve grown to trust online because they have never led you astray with a off-brand product or food review, has built a network of trust, and has become what we like to call an ‘Internet Best Friend’. From daily vlogs by the travel YouTubers Kara and Nate or food reviews from Keith Lee – these creators have a connection with their audience in a way that we’ve never seen before.
The rise of the Internet Best Friend, i.e. UGC creators and influencers on social media, has had a significant impact on the way brands market their products and services. Brands will reach out to these individuals, who have built sizable followings on platforms such as Instagram, TikTok, and YouTube, and request that they try out their products or services and review them on their platforms.
It is all good in theory but why have brands invested so much in creators or ‘Internet Best Friends’ as the linchpin of their marketing initiatives? The answer is simple: REACH! The intention when brands partner with these individuals is to help them reach new audiences and increase their sales. Here is why this is happening more frequently:
- The Shift in Consumer Behaviour
People are becoming increasingly susceptible to recommendations from friends or other trusted sources, as opposed to traditional advertisements, in order to make their purchasing decisions. This has resulted in a growing number of creators and influencers creating content and building communities around their interests, giving rise to new opportunities for brands to connect with these audiences.
As it stands, Gen Zs are the largest group of consumers globally. This means that Gen Zs represent and dictate how the majority of consumers like to shop. More often than not, Gen Zs will use either TikTok or Instagram to search for products. This shift in shopping behaviour results in Gen Zs taking a recommendation from one of their favourite creators who has, or is currently, using the product they are interested in, quite seriously. In fact, 93% of Gen Zs use social media to make their purchasing decisions and 48% of those impulsively buy products within the same week they see them on TikTok.
- Reusing Content for Credibility
Another way brands are using UGC creators and influencers is by leveraging their existing content for their marketing campaigns. Brands typically ask UGC creators and influencers to create content for them with the sole purpose of building content libraries. Brands can then leverage off of the trust and credibility that these creators have built with their followers, and use it to reach new audiences and increase their sales. This adds a layer of relatability to the brands product. If regular people – such as the average customer – are using a brand’s products, it portrays the product in a better light.
Brands have been quick to capitalise on this trend, turning to UGC creators and influencers as a way to reach new audiences and drive sales. Many have formed partnerships with these individuals, who now exclusively create for specific brands by creating content that promotes their products or services to their followers. This has been particularly effective for brands looking to target younger audiences, as many UGC creators and influencers have built followings among this demographic.
However, as this marketing space becomes more saturated, audiences are becoming more sceptical, questioning the authenticity of what is being promoted by their so called, “Internet Best Friends.”
Cue the micro-influencers.
Today, small to medium-sized brands are opting to work with slightly smaller influencers as they have a more personal and engaging audience than those with millions of followers. It is how brands stay relevant and continue to reach a more engaging and curious audience. Brands must therefore be selective in choosing the right influencers for their campaigns and ensure that there’s a natural fit between the influencer and the brand.
Overall, the rise of UGC creators and influencers on social media has had a significant impact on the way brands market their products and services. By leveraging the trust and credibility that these individuals who have built a sizable following, brands can reach new audiences and increase their sales. As social media continues to evolve, we can expect to see even more brands turning to UGC creators and influencers as a linchpin of their marketing strategy. But hey – we’re here for it. Give us some Keith Lee food reviews any day.
