If a brand can convince and transform the average ‘everyday’ consumers to be their brand ambassadors, it will create authentic, engaging conversations about the brand, further creating a scaled impact for longer term success. I want to investigate the role of social and digital media in maximising the success of brands’ marketing campaigns, and how this will change in the increasingly digital marketing sphere.‘
Everyday Brand Ambassadors – Nano Influence
You may have noticed the recent trend for companies of all sizes to shift away from ‘social celebrity-based’ marketing, towards micro creator or ‘everyday’ brand ambassadors of what we now call nano influence. Celebrity endorsement is valuable in terms of generating interest in a product and boosting recognition. However, as far as long-term customers are concerned, they’d much rather gain the opinions of trusted users of that product, for example through YouTube reviews, or through recommendations via social media pages. Modern-day shoppers are placing their trust more and more in these smaller voices, ‘real’ users, or brand ambassadors, by seeking out insights from keen advocates of the brand. We are now able to seek out the opinions of our friends and families and are exposed to their experiences through scrolling our social pages.