The consumer as a new influencer?

What if the consumer had real power to influence your target?
Jul 2020


The image of the influencer is no longer just that of a personality with thousands of subscribers. Brands are now increasingly interested in the influence generated by consumers.

We are all potentially content creators by regularly commenting on Instagram posts, posting a review, or sharing a photo of our latest purchase. These same contents can have a direct impact on the purchasing process of our loved ones.

From consumer to influencer, the line is blurred. The role of the consumer sometimes even goes far beyond this: the consumer can be integrated into the creation of products. Our experts investigated.

Consumer-generated content influences the act of purchasing 

Reactions, comments, likes, posts… The consumer is active on social media and until now was not always considered as a fully-fledged influencer. Anonymously or not, more and more of us are expressing ourselves on a brand or a product.

The algorithms of social platforms such as Instagram are also designed to encourage us to get more involved.

By posting a photo, a video, a comment,… Consumers directly influence the purchasing process. They gain the trust of their communities, made up primarily of relatives, but not only.

This same content is sometimes taken up by brands on their social media. It is now not uncommon to see customer reviews relayed in the form of Instagram posts.

The rise of nano-influencers

This typology of consumers active on social media was finally qualified as influencers because of their strong prescriptive power.

Nano-influencers are the “Mr. Everyman” of Influencer Marketing and are increasingly considered by brands. Indeed, Internet users trust a consumer opinion more than a post sponsored by a famous influencer.

Because they speak directly to their loved ones, the nano-influencer does so with sincerity and authenticity.

Some brands have made these nano-influencers their ambassadors. They are more accessible and it is, therefore, easier to maintain a lasting relationship with them.

It can then be interesting to make them discover your new products throughout the year to integrate them fully into your communication strategy. They will talk about you spontaneously once they have integrated your product into their daily routine. This is generally done over time.

Co-creation: when the consumer enters the design process

Initially focused on product placement, brands have gradually become interested in other more differentiating Influence devices that are perfectly integrated into a long-lasting relationship with the influencer-collaborator.

Co-creation is more and more activated by brands and agencies. This type of partnership with high added value has several advantages:

Take advantage of the influencer’s audience and capture a new, smaller but engaged target,

Capitalize on the skills of the influencer-consumer. He often has expertise in a particular “niche” area,

Boost sales: thanks to co-creation, the influencer strengthens his prescribing power since he has contributed to the development of the product and is therefore 100% convinced of it.

This device can be deployed with all types of influencers. Of course, a macro-influencer will primarily provide visibility, where a micro-influencer or nano-influencer will engage its community more.

Showing the behind-the-scenes of the product’s creation allows you to show transparency and authenticity to your target audience. Don’t forget that this type of content is becoming more and more popular and will allow you to stand out thanks to quality storytelling!

Would you like to use an Influencer Marketing technology solution to identify the most relevant influencer profiles for your brand? Request a personalized demonstration of the Kolsquare platform now.