It is clear, that when it comes to connecting meaningfully with audiences on social media, there is still a lot to learn. At Ipsos we’ve been exploring how brands can maximise their impact in this space. Our starting point was in depth examination of the people who are getting it right in order to identify what we can learn from them.
Harnessing the Contagious Creativity of Influencers
We held in depth interviews with eight social media experts and influencers. Indeed, many of our interviewees were both – having built their own reputation as influencers they were well placed to advise others in the art of social. We explored with them what it takes to truly engage your audience.
Social media is now almost as ubiquitous as the TV set in the corner of the living room. 70% of UK internet users have a social media profile, and four fifths of these people visit it at least once a day. 16-24s are spending 6-7 hours a day online and 1.5 hours of that time is spent on social media. According to Ipsos' Tech Tracker Q2 2016 it is the second most popular activity, after email, on smartphones in Great Britain.
In some ways it’s surprising that social media ad spend isn’t higher, although it has risen exponentially – up 45% year on year to be worth £1.25 billion. But knowing how to ‘get it right’ continues to be the big question for marketers.
The realisation that the online metrics of ‘likes’ and clicks don’t equal success for brands has led to a shift towards branded content and influencer marketing, both of which help to address concerns around ad blocking.
Social and influencer led marketing is complex and measuring success even more challenging. Despite this the influencer market is booming. But how can you make it work for your brand? We’ve identified some very clear recommendations for building brand engagement in these spaces.
The report is now available for download.