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Student-athlete Influencers Work Like Magic for Meta-shoppers

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Student-athlete Influencers Work Like Magic for Meta-shoppers

The past couple of years have accelerated some significant changes in the realm of commerce. First, because of COVID uncertainty, shoppers have gone phygital — mixing online and in-store shopping and expecting a seamless experience between the two. Second, in 2021, new NCAA rules finally emerged, giving student-athletes permission to monetize their name, image and likeness. So, just as more and more shoppers were spending at least part of their shopping time online, a sudden availability of fresh, high-impact influencer talent from student-athletes emerged. Like fresh lemonade squeezed from over a year of lemons, this new class of influencers dove into social commerce just as consumers started craving new ways of mid-pandemic shopping.

In surveys conducted by Inmar Intelligence, the growing importance of social commerce and phygital or cross-channel shopping became even more apparent. More specifically, shopping that lives alongside regular day-to-day social media experiences tops the charts for engagement and ROI.

  • 56% of shoppers spend over 7 hours per week on social media platforms, and 18% spend over 13 hours weekly.
  • 66% of all demographics have already begun purchasing through social media platforms. 
  • 46% of shoppers would perform at least half and up to 100% of their shopping online and/or through social platforms, technology permitting.

Influencers are — not surprisingly — dominating the omnichannel purchase funnel. After all, it’s an ecosystem that created the influencer role, and one that relies on their authority. 77% of Gen Z and Millennial shoppers admit being influenced by social media in their purchases. And, 70% of internet users in the United States already follow influencers on social media.

 

The introduction of student-athlete influencers initiated the second evolution of influencer marketing. Over 500,000 collegiate sports stars entered the influencer marketplace overnight, bringing with them large, loyal, pre-built audiences. These audiences are more localized, and surround personalities from all sports and events — some of the highest potential earners don’t even come from the most-watched sports, schools, conferences, or divisions.

And follower count on social media is one thing — the real measure of an influencers’ capability as a driving force behind purchase decisions is engagement. While the traditional influencer typically achieves between two and three percent engagement, the average student-athlete hits over 10% — some reaching 34% and beyond. When you consider the fact that almost 80% of young-to-mid-aged shoppers are buying based on influencer recommendations, the implications of the new athlete-influencer role are profound.

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Marketers recognize the enormous potential of student-athlete influencers. Of 300 industry professionals surveyed:

  • 61% believe that student-athletes will be more effective at driving awareness than traditional influencers
  • 87% feel that student-athletes are capable of producing effective content as influencers
  • And 74% have activated, or are currently activating, student-athletes as influencers

Because such a massive opportunity can’t come without a small catch, activation of student-athletes does take a touch more effort than activation of traditional influencers. A complex system of rules and regulations at the state, school, and organizational level governs student-athlete implementation and is challenging to navigate without guidance. Engaging with a prepared partner solves this problem. Inmar Intelligence, for example, employs proactive, AI-enabled multi-layer compliance monitoring to make the complicated pre-activation steps a non-issue.

The stars of college sports are ready to get to work. Hundreds of thousands of loyal fan bases are ready to make purchases. All you have to do is prepare the playing field. Are you game?

When you’re ready to give student-athlete influencers their shot at driving prime-time revenue, get in touch with Inmar!


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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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