4 New Kinds Of Influencers That Brands Should Know

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Some new types of influencers are catching young consumers' attention, meaning they're sure to attract ad dollars from companies that wants to reach the coveted demo. Here are four kinds to keep an eye on...

Influencers are having a very real impact on purchases and purchase intent. According to our recent survey on the topic, 43% of 13-36-year-olds say that if their favorite online celebrity were to recommend a product, they would be more likely to buy it. And even more importantly, 42% have already purchased something that an online celebrity (blogger, vlogger, YouTuber, Instagrammer, etc.) has spoken about or recommended.

According to Lyst, what influencers wear has a direct effect on fashion brands' web traffic. When Selena Gomez wore a red Vetements tracksuit, searches for the luxury streetwear brand spiked 410%. Meanwhile, one Off White look from Rihanna prompted searches for the brand to rise 370% with the specific blouse she wore garnering over 3,000 views within two days. The trend continues across the industry, showing how important the Influencer Effect is for fashion brands. The impact, and tough competition, has encouraged even bigger traditional brands to jump on the trend. Under mounting pressure from Amazon, Walmart is leveraging the Influencer Effect to win over young consumers. Digiday reports that since June, Walmart has had 30 influencer partnerships with brands like Mondelez and Bigelow, creating product pages featuring online creators like Nicole Weisman and Atsuna Matsui. Walmart is also working to bring embedded buy buttons to influencer’s blogs, and so far, 15 blogs (including The Craft Patch and The Color Palette) have integrated the feature into their posts.

Now that the big brands are on board, what’s next? Well, for one thing, platforms and agencies that…

 
 

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The Newsfeed

Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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