Instagram: The Most Important Influencer Marketing Channel in America
The Importance of Influencer Marketing in the North American Market
More and more North American businesses are incorporating influencer marketing into their marketing strategies. According to a poll by Retail TouchPoints on the recommended marketing platform Extole, 31% of businesses collaborate with brand advocates, 30% work with micro influencers, and 28% hire celebrity influencers. Only 33% of businesses stated that they haven't adopted any form of influencer marketing.
The Importance of Influencer Marketing Across Different Industries
Debra Aho Williamson, Chief Analyst at eMarketer, points out that influencer marketing is crucial for all businesses in various industries, especially in retail, fashion, beauty, and entertainment. Many consumers, especially young people, will buy products recommended by influencers they follow. Businesses that partner with influencers can attract new customers and increase product exposure.
Choosing the Right Social Platform and Influencer
For retailers with a wide range of product categories, selecting the appropriate social platform and internet celebrities may be more complex. However, the preferred platform for most marketers is Instagram. According to Mediakix's data from January this year, 89% of American marketers consider Instagram the most important social media channel. Therefore, selecting the right internet celebrities for marketing on the appropriate social platform is crucial.
The influence of internet celebrity marketing on millennial consumers
Internet celebrity marketing is particularly prominent among millennial consumers, as this group is highly active on social media platforms. According to CivicScience's survey, nearly two-thirds of young American internet users have made product purchases based on internet celebrity recommendations, with half of the users being under the age of 25.
The potential of internet celebrity marketing
Although there is no universal approach to internet celebrity marketing, if marketers can carefully research and select the right internet celebrities and platforms, internet celebrity marketing can become a powerful marketing tool. By collaborating with internet celebrities, marketers can attract new customers and increase sales.