In addition, consumers have evolved in the way they search for information. Formerly, they searched for a brand, then visited the brand site and looked at the product descriptions to make a purchase decision. Today, consumers use search engines in a more advanced manner: they search for “Product Name reviews,” and instead of trusting the brand, they scan the results for third-party reviews to guide their purchase decisions. - Benjamin Siegel, MarketingLand
- Most brands are just not creators; they are brand builders, and thus, their marketing is full of less-relatable copy than an influencer would create for them.
- Growing mistrust that consumers have in brand messages.
- The decrease in organic reach across social media platforms. True influencers can still reach consumers organically, with content their followers want and believe; brands can’t.