Brands must ensure influencer marketing content represents diversity in society

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2022, 4:05 PM GMT+0

Brands must respond to consumer viewpoints on diversity and tackle misinformation while leveraging influencer marketing.

Influencer marketing has grown from a niche activity to becoming an effective marketing channel. Marketers are already spending around $9.7 billion annually to reach consumers via influencers. As for consumers, influencer marketing is only second only to personal recommendations from people they trust when making a purchase decision.

As the channel has grown, brands must pay more attention to ensure their influencer marketing content adequately represents diversity in society. Given that only 28% of consumers in the UK and the US feel that a brand’s influencer marketing content is diverse enough, ensuring diversity is crucial for brands looking to build a meaningful connection with their prospects.

Nearly three-quarters of marketers in the US and UK believe creators and share responsibility for stopping the spread of misinformation rather than social platforms. So, brands should focus more on curbing the spread of misinformation while co-creating content with influencers.

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