Millennials are different then Gen Y…and this article shows how Millennials are now not as connected to A List endorsements as they once were.
As marketers we all learn early on that brand icons change over the life of a brand. Successful products transition, great ads change, endorsements have different effects, and the cycles continues to move…so it is imperative as marketers to stay connected with our audience and watch carefully for those changes taking place and react to adjust our brand story and messaging to reflect these ever changing transitions.
‘A’-lister endorsements get an ‘F’ among Millennials
Consumers are more likely to purchase a product in-store when endorsed by a non-celebrity blogger than an A-list celebrity, according to a new nation-wide survey of consumers by Collective Bias.
Shopper-focused influence marketing firm Collective Biassurveyed nearly 14,000 adults in the U.S. to find out how their online behavior influenced in-store purchase decisions. One of the highlights of their findings is that 30% of shoppers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity.
Furthermore, of that 30%, 70% of Millennials had the highest preference for peer endorsement.
In fact, just 3% of respondents said they would consider buying a product in-store if it was endorsed online by a celebrity.
Of course, some bloggers have themselves achieved celebrity status, albeit among their followers and not in a mainstream environment such as film or television – but instead by blogging or vlogging on specific topics such as beauty. According to a recent report by Fashionbi, some beauty bloggers have loyal fan bases that can be as high as 30 million and among the top bloggers earnings can range from $15,000 to $41,000 per month.
Indeed, Collective Bias’ survey revealed that nearly 60% of respondents have taken into consideration a blog post, or social media post, into consideration when shopping in-store with men 2X more influenced by blog reviews than women. On the flip side, television ads (7.4%) were the least influential form of communication when shopping for products in-store, as were print ads (4.7%) and digital ads (4.5%).
“With little data available on the current state of influencer marketing, the findings of this report strongly indicate that consumers are less engaged with advertisements and seemingly disingenuous celebrity endorsements,” said Bill Sussman, CEO of Collective Bias. “As ad blocking continues to grow, it only further threatens the effectiveness of traditional ad techniques to deliver ROI, meaning brand marketers will need to turn to more effective alternatives such as influencer content.”