CONSUMER INFLUENCERS ARE IN LOVE WITH BRAND EXPERIENCES … AND THEY ARE TELLING THEIR FRIENDS.
Mar 23, 2023
On a range of important dimensions, consumers are far more excited by brand experiences than traditional advertising. They consider brand experiences to be more likeable, unique and exciting. This is not a niche audience we are talking about: 80% of Americans have engaged (18%) or are interested in engaging (62%) with brand experiences, and this interest is high across all age cohorts.
These are just some of the key findings from recent research by Reach3 Insights and The Keller Advisory Group. The conclusion for marketers is clear and compelling: if brand experiences are not part of your marketing mix, they should be!
But wait ... there's more!
I have now dug deeper into the data and discovered that the group that is the most engaged with brand experiences is the segment that many marketers most covet -– consumer influentials (or what Reach3 and I have dubbed InfluenXials). These are not the paid influencers with huge followings on YouTube or Instagram, but everyday influencers -- the ones who organically share recommendations with friends and family. They do so sometimes online and other times offline, but either way their recommendations are highly valued.
Keep reading for more!