Today’s consumers are looking for personalization and authenticity, which celebrity endorsements often lack. Shoppers are leaning away from celebrities and leaning towards non-celebrity influencers who are more representative of their own shopping habits. In fact, 70% of Millennials prefer non-celebrity endorsements over celebs, according to a Collective Bias infographic featured in Retail TouchPoints.
With nearly 60% of respondents reporting taking an online post into consideration while shopping in-store, the need for content is greater than ever. Using non-celebrity influencers provides brands with the opportunity to position products in creative ways with new usage occasions, recipes and tips for incorporating products into everyday life.
In order to make an impact among shoppers, brands must be online and stay online with engaging, organic content. Influencers bring new voices and ideas to product conversations that brands and retailers want to be having with consumers.
You can view the full Retail TouchPoints article here to learn more about consumer habits related to online content and influencers.