MONTRÉAL, April 16, 2020 /CNW Telbec/ - Today more than ever, social media influencers play an essential role in shaping the cultural conversation. Whether championing public service guidelines for ebbing the spread of COVID-19 or rallying support for local businesses, we need not look any further than personal experience to validate their influence. With the goal of harnessing their power to stimulate economic recovery, bicom has now updated its 2018 Canadian study on the nano-influencer phenomenon.
"With B Nation, bicom piloted a collective of more than 700 Canadian nano-influencers spanning a wide range of demographics. Collecting their data through our extensive survey process, we can map participants' personal profiles, including whether they have a cat, children, dry skin, a lactose allergy, etc. With this hyper-targeted information, we've created a community that communicates authentically and, most importantly, reaches the right audience," explains Vicky Boudreau, bicom CEO and Founding Partner.
As brands continue to creatively connect with consumers, bicom is conducting its first US nano-influencer campaign based on the principle that word of mouth from friends and family is the most powerful possible recommendation. Nano-influencers, with 1,000 followers or less, create more accessible content that connects on a personal level.
Nano-influencing by the numbers
bicom's new study reveals that nano-influencers remain the most effective conduit to compel purchase behaviour and their impact on Canadian buying intention only continues to grow.
Relevant excerpts from the bicom-commissioned study, "Analysis of Nano-Influencers' Impact on Purchase Intent" (Callosum, April 2020), include:
- 38% of respondents reported that they've been influenced to try a product or service after seeing a social media recommendation from a friend or family member;
- Across the surveyed industries – food and hospitality, travel, health, electronics, fashion and beauty – nano-influencers' recommendations carried the most credibility, followed by micro-influencers (between 1,000 and 5,000 followers), macro influencers (10,000 followers and more), and celebrities;
- Facebook remains the platform with the greatest potential impact for product promotion. Other social media platforms, such as Instagram and YouTube, have seen a significant increase in popularity and must be considered to reach a younger audience.
Influencers are also being more selective about advertising products or services on their social platforms; this calls for more engaging content strategies, including targeting brand-aligned ambassadors that prompt passive users into action.
An opportunity for economic stimulus
Brands are erring on the side of caution and questioning their influencer marketing practices, but this is an exceptional time to work with content creators. There are many creative angles to consider: ideas to get kids moving, recommendations for family-friendly recipes, tips to nurture mental health and beyond.
While practicing social distancing, consumers are captive at home and incredibly active on social networks. Seeking entertainment as a distraction, they're still interested in discovering new products and services. Content creators have even seen an uptick in engagement since the beginning of the COVID-19 crisis – which means brands can benefit from their visibility.
If you're interested in joining the B Nation nano-influencer community,
visit bicom.ca/b-nation/.
About bicom communications
Guided by an entrepreneurial spirit, bicom has served national clients from their Montréal and Toronto offices over the last decade. The team of results-driven professionals offer complete communication services including media relations, influencer marketing, event planning and production, content creation and social media management. bicom helps brands achieve business objectives by exploring uncharted paths and offering solutions to make it happen.
SOURCE Communications Bicom Inc
Justine Touaux, bicom, [email protected], 514-581-3580
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