How social media partnerships aid businesses
how social media partnerships aid businesses
Emily Steele
04/03/2024
The journey from “I’ve been meaning to try that!” to booking an appointment or making a purchase is changing.
In today’s social economy, connected customers are influenced—and influencing each other—across the social media platforms they use every day. Millennials and Gen Z are a tech-savvy, open-minded bunch. What they see while streaming and scrolling plays a big role in what they buy!
Unfortunately, much of the digital advertising designed to target this valuable audience ends up disrupting their online experience. Instead, businesses can partner with these same consumers to deliver creator-led content that increases discoverability and builds credibility.
Who are connected consumers?
Connected consumers are social media users that are constantly connected via their smartphone, smartwatch, laptop, and earbuds. They drive social commerce through organic recommendations to their personal, online networks based on their own experiences.
You can find connected consumers sharing these experiences on Instagram and Facebook, making fun videos on TikTik, discussing local topics on Reddit and even uploading their experiences on YouTube.
Not all connected consumers are creators, though; some prefer to consume information. One group they pay attention to most is local and nano influencers who are active on at least one of the major social media platforms.
Use local influencers to tap into trusted voices
Word of mouth has always been a powerful promotional tool. After all, 92% of people trust friends and family over all other forms of advertising. Social media gives those recommendations and referrals a bigger megaphone. Getting the right social media users talking about your business online can have a huge impact on sales.
A “get ready with me” Reel can turn one woman’s beauty routine into a shopping list of skincare and makeup products. Her single post can reach an engaged audience that spans sorority sisters in her inner circle to tens of thousands of followers across multiple states. With the right kind of content, creators can drive traffic to your website at the tap of a finger.
This opens up incredible potential for brands that understand e-commerce, but don’t have the advertising budget to make traditional media spends. Forrester expects US digital-influenced retail sales to grow from $2.7 trillion in 2022 to $3.8 trillion in 2027. And they’re not just talking about Amazon. This figure includes consumers who research products online but then buy them physically, at the store.
Social posts Provide Social Proof
Connected consumers are oriented toward new-to-them experiences. But it’s human nature to look for cues that help them decide what to try and what to avoid. In the pre-digital days, a long line was an obvious indicator that whatever the business was selling was worth waiting for. These days, clusters of social media posts showcase the trending hotspots - and then you can see how long the line is without going outside.
For local businesses, or businesses that are trying to drive local behavior in specific geos, earning loyalty is much more valuable than going viral on social media.
Nielsen’s Global Survey of New Product Purchase Sentiment indicated the advice of family and friends is the most persuasive source for people seeking information about new products. Partnering with content creators who have personal relationships with their followers can spur social conversations and build the kind of buzz that leads to lasting brand affinity. (Not to mention the great referrals they drive!)
How hummingbirds uses local influencers to champion brands
At Hummingbirds, our local influencers opt-in to experience news brands via partnerships. That means they’re genuinely excited for the opportunity! These local influencers receive free products, early access to events, and other desirable perks instead of direct payment from brands.
We require some consistent post elements, like business handles and hashtags, and let them get creative with the rest. We’ve found that the more guidance we give them about the post, the less authentic it feels. In this day and age, authenticity and the freedom to let personalities shine through their content is so important! It results in authentic campaigns that support the digital experience — and convert social media shares into real sales for local businesses.
