Influencers open the door to your next generation of customers

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Even if influencer marketing has become synonymous with industries like fashion, lifestyle products, and food and beverage, its potential extends way beyond that. More than half of marketers say that influencer marketing has a high impact on both their brand’s awareness and customer loyalty, according to a Q3 2023 Sprout Pulse Survey.

For traditional industries—financial services, healthcare, brunei b2b leads insurance to name a few—this should be a wake-up call. Brands in these sectors have been slower to embrace influencer marketing for many reasons: industry regulations, assumptions about their target audience, a preference to retain full creative control over campaigns.

But as younger generations’ content consumption and buying preferences converge on social, these are the exact brands that stand to benefit from influencer marketing most. Now is not the time for legacy industries to fall back on traditional marketing tactics if they expect to grow.

Influencer marketing has the power to reroute the customer journey in some of the most traditional spaces. Why stagnate when you can innovate?

Throughout my time working in influencer marketing, getting incumbent brands to understand the power of influencers has always been a tougher sell. But the “sell” is far from surprising: all businesses need to meet consumers where they are, and increasingly, that’s on social.

To opt out of working with influencers—who have built captive audiences on social—is a total miss.

Marketers identified that the most valuable opportunity with influencer marketing is expanding their reach to new audiences, according to our Q3 2023 Pulse Survey. Given how product discovery habits are shifting, there is an urgent need to get in front of untapped audiences. Consider how 77% of Millennials and 73% of Gen Z car buyers would prefer to handle more of their next purchase from home. Or how 66% of Gen Z has used YouTube, and 44% has used TikTok, to find banking information.