With inflation and rising daily prices, influencers and content creators are adapting. According to a study by We Are Social and Statista in the US and UK, 45% of social media users are looking for money-saving content.
Tips, good plans, do it yourself… A new trend seems to be taking hold among influencers and many are those who specialize in dealing with the loss of purchasing power of their audience. As the cost of living continues to rise, the general public is looking for solutions to reduce their purchases. As such, it is estimated that 59% of Internet users have found help from content creators.
A real added value
By taking an interest in the concerns of their subscribers on the networks, influencers are responding to a direct need. Economic difficulties affect most Internet users and, by favoring practicality from a strictly marketing point of view, content is more authentic but also more useful.
Nearly one in two people say they actively look for money-saving tips on social media. And more than a quarter of respondents (26%) say they are more likely to click or buy products presented as good deals.
We see here all the effectiveness of influencers. Trust, authenticity and recommendations are already a very powerful tool. So, by adding the practical aspect, success can only be there! On the ground, the platforms where Internet users have recently made the most savings are Facebook (43%), Instagram (31%) and TikTok (28%).
Creators meanwhile adapt their discourse in the content they publish. 43% of respondents say they have noticed a change in tone, focusing more on the importance of purchasing power. Unsurprisingly, we also find this evolution in the instructions that brands provide to influencers during a collaboration.
Whether it’s the authors or their sponsors, all marketing professionals take advantage of the opportunity to respond to a global problem, where traditional advertising sometimes loses effectiveness.
However, nothing is certain! Influence is maintained and evolves by following societal trends. Moreover, 61% of respondents say they do not feel connected to influencers. The right message, at the right time and to the right audience, is always the best way to reach the right audience.