A recent study reveals that brands are outshining influencers in the finance, apparel, and skincare industries on social media. Explore insights into digital marketing trends and brand engagement strategies.
Social media users in countries like the US, UK, Australia, France, and Saudi Arabia prefer trusting brands over influencers when it comes to finance, apparel, and skin care, reveals a recent study conducted by Snap Inc. and IPG Magna in October. The trend is particularly noticeable in the finance sector.
Despite the popularity of TikTok as a platform for financial advice among Gen Z, they are cautious about selecting financial products and services. Influencers aiming to attract this demographic must establish credibility to gain their trust.
One promising approach to gaining consumer trust lies in brand-led creator communities. These communities feature select creators endorsed by brands, offering a middle ground that appeals to both those inclined to trust brands more and those who favor influencers.
In conclusion, social media users are showing a preference for brands over influencers, especially in sectors like finance, apparel, and skincare. This indicates the importance of credibility and trustworthiness in influencer marketing, with brand-led creator communities emerging as a potential solution.
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