Great numbers are still no guarantee that you have won the hearts of the audience
Writes: Viktorija Štukar
There’s a lot of discussion going on about what the audience wants on social media, what the new trends are, what’s the easiest way to the best results and so on and so on in a circle, all the time.
Have we forgotten in that vicious pocess why we travel at all?
Brands want to be seen, reach must be as high as possible, and everything else needs to follow that. Not enough organic reach? Never mind, we'll pay! A person who would ideally represent a brand doesn’t have much engagement? It doesn't matter so much, we will take the one that can guarantee bigger numbers, regardless of the fact that it may not be very popular among the audience.
The numbers will turn out great, but does that mean you’ve won the hearts of your desired audience?
Maybe not! DialogVoxPopuli, a small survey we conducted on our Instagram channel through the month of June, filled an average of about 100 users, and 58% said they no longer take the recommendations about products by their favourite influencers, and as many as 76% would avoid photos that represent only the products.
What is particularly interesting, and we persistently refuse to accept it, is that as many as 88% of respondents said that they are annoied by influencers trying to hide information that the content is sponsored, while 84% say they would consider buying the product if the post is highlighted as sponsored but well presented.
Once again, there is absolutely no need to force influencers to forcibly try to present some of the products as the best thing they have ever stumbled upon by chance and thus literally insult the intelligence of their followers.
Just as a TV commercial will never be accidentally mistaken for a sequel, so a sponsored post will not be able to act out as "spontaneous" one.
The audience needs to really be listend. And heard. If we want to get positive reactions from users who obviously already have less trust, we must adapt to them as much as possible and take into consideration all the factors they like or in this case do not like.
We appreciate the recommendations of acquaintances more
Our research has shown that the audience still appreciates the recommendations, wants to hear information about the product and try it out, with all its advantages and possible disadvantages. As many as 60% of respondents said they would be happy to watch a video with instructions for using a particular product.
A creative idea, an open customer relationship and a good product will surely show good results as well. We must not look at users as numbers, but as persons, because they are the reason we are successful at the end of the day - or we are not.
If you look at the end user as just another number in the report, he will become one.
Make an effort to share your story with him, give him some new experience and make him talk about you. Be a good enough topic for conversation and quality for a recommendation. This is what obviously "hits" the most. Influencers are a tool with which you will present your story to the audience, and it is up to them to pass that story on, because as many as 92% of respondents appreciate the recommendations of their acquaintances more than any other.