It amazes me how the buying process of consumers have evolved SO MUCH through the years. Years ago, this is how traditional advertising looked like:
Product Launch– Advertisements on TV, Radio, Print–
Product Activation/Retail Display– Customer Purchase
I still remember a few successful TV ads back then– Surf’s Lumen, McDonald’s’ “Karen po”, Coke’s “Sana” with Nikki Gil (this launched Nikki Gil’s career, wow!) and many more.
Before, when ads say the product is good, customers will believe it. But now, we’ve entered an era where we don’t watch ads anymore! Our attention span has been greatly decreased. According to a study in Wikipedia, the average attention span of a human being is only 8 seconds. A TV ad is 30 seconds! So if you don’t get their attention within the first 8 seconds, they will switch the channel immediately.
Ads now have an almost unlimited number of channels to be exposed in– social media, You Tube, Emails, Websites, SMS, and a lot more. Unfortunately, the 8-second rule still applies. And more unfortunately, (haha!) viewers now have the option to press Skip. Viewers now do not want to be disturbed while they’re watching a You Tube video, browsing their Facebook News Feed, or checking their emails. They can always click the X button, and bye-bye exposure for the brands.
So how have the brands adapted to this trend? Influencers. Product Reviews. Search Engine Optimization (SEO). These are pretty fascinating strategies (at least for me. haha), but I’m going to focus on influencers and product reviews. (I’m currently studying SEO further so I can write about it soon.)
To make this article easier to read and understand, here are 3 reasons why the product reviewers and influencers are better than you, when it comes to promoting your brand:
They are raw, honest, sincere. People no longer easily believe what they see on TV, hear on radio, or even some news they see online. Consumers want the truth. So where do they go? Yes, they might skip your ads. But they will be more than willing to listen to real people who have already used your product. They will listen to that person’s experience, feel that person’s feelings, and yes, if your product is deemed good, they will buy it. Not because of your ad, but because of someone who actually used it, and recommended it.
Many might now know that I’m very much into make-up, especially lipsticks. Yes, I follow make-up brands on Facebook and look at their ads. But before I buy anything, I always always always (100x) check if Anne Clutz already gave a review about it. If she likes it, I’ll buy it. If not, no matter how glamorous the Facebook ads are, I won’t buy it.
They interact with your market. Sincerely. Let’s face it. No matter how good we are in responding to our followers online, people know that it’s still our job to talk positively about our brand. (haha!) Have you ever seen a brand Facebook page say that “we’re sorry you didn’t like the product. We think it’s overpriced too, you can try our competitor’s product.”? Never!
But, influencers who do product reviews say it with no holds barred. That’s why they’re more credible because they don’t represent any brands. They try lots of products and tell you which ones work and which ones do not. So when you comment on a You Tube vlogger, “Can you recommend this Brand A when it comes to skin whitening?” The vlogger can easily say, “Yes! It worked on me.”, or “No, you better try Brand B because it works better.”
Their followers are profiled and targeted. Why put an ad somewhere where you don’t know who is seeing your ad? Make-up bloggers/ vloggers are automatically followed by make-up enthusiasts. Car bloggers are automatically followed by car enthusiasts. Calligraphy, fashion, gadgets, the list goes on.
When you know the profile of your brand’s target market, then talk to the influencer who talks to the same profile. Make them talk about your product. Ask them for a review. Make sure your product delivers. And watch your sales increase!
Extra tip: Sometimes, the top influencers may be hard to reach already due to the demands from various brands. Don’t worry! If you’re a start-up business that still has to build a name, make your individual customers your influencers. If you have happy customers, ask them for reviews on your Facebook page or website. They will be more than happy to say nice things about you. This will also build credibility you need for first time buyers.
Hey, I’m not saying to stop doing your own ads. You still need those. But in today’s consumer controlled era, your ads can only do so much (oftentimes up to the awareness and interest stage only). Getting your target market to take action and open that wallet is something that influencers can help you with.