Poultry marketers looking to extend their reach may want to consider partnering with an influencer.
“The great thing about an influencer is that they’ve already set their brand persona. They’ve set what they want to talk about and they have a trusted audience,” Danette Amstein, co-founder and managing principal, Midan Marketing, explained.
“That alone should make them of interest to a brand because it helps the brand reach a particular audience on a particular platform and in a particular way that often sidesteps the length of time it would take a brand on its own to build the same thing.”
The value of influencers
Influencers play an increasingly vital role in the products that consumers buy. The global influencer market is currently valued at $16.4 billion, up from $1.7 billion in 2016, Statista data estimates.
In fact, 86% of consumers look to social media influencers for advice and recommendations on purchasing decisions, reports “The Power of Influencer Marketing in 2022” by Relevance.
This is particularly true among Generation Z, born after 1997. This demographic is beginning to enter the workforce and figure out adulthood, so they see the appeal of one click shopping lists -- where consumers can watch food being prepared, view a recipe and then add ingredients to their cart automatically.
“Those are the folks that are just learning how to cook. Those are the folks that are just now starting to use their disposable income on food. I can’t think of a better time to capture their attention and their loyalty,” Amstein added.
In addition, more than half of all meat consumers search for meat and poultry ideas on user generated content on YouTube, second only to Google and other search engines, according to the 2022 Power of Meat report. For many consumers, user generated content is viewed as more authentic than content created by brands.
Although most people associate influencers with social media, that’s not necessarily true, Amstein cautioned.
“It’s much broader than that. You can have an influencer that has a newsletter. You can have an influencer that’s on LinkedIn. You can have an influencer with a podcast,” she said.
For tips on building a successful partnership with an influencer, read part two of this series!
