Leveraging influencer marketing to reach the female consumer
Women control over $31.8 trillion in worldwide spending, making them a crucial customer demographic for brands to be connecting with. Consumer durables, health and beauty products, food, vehicles, and homes are all increasingly being purchased by women as decision-makers. With women driving 70-80% of all purchasing decisions, it’s critical for brands to know how to reach this demographic.
The exponentially growing influencer marketing industry provides the perfect channel for brands to connect with female consumers authentically. At WeAreTENZING we represent a range of purposeful influencers who have spent time growing and engaging audiences, and are viewed as experts in their specific niche. Find out why incorporating influencers in your marketing strategy is the key to helping your brand reach the crucial female consumer.
Ability to authentically connect with like-minded consumers
On social media, powerful storytellers connect with like-minded people. A strong narrative is key to connecting your brand to consumers. Social influencers help bridge the gap by creating authentic and relatable story-telling content in which your product or service is integrated into their everyday life.
By authentically partnering with influencers, brands can captivate the consumer’s attention and demonstrate how your product can enhance the quality of life by making things simpler, easier, and more enjoyable.
Our talent have built online communities across all categories and social media platforms. Larissa (@theleostyle) a motherhood and lifestyle influencer uses Instagram to connect with other parents and share her passions such as travel, beauty and fashion. Donielle Brooke, the founder of successful Kiwi rental business Designer Wardrobe, is passionate about fashion and beauty and uses her authentic approach to engage female consumers on Instagram. Aligning with female influencers that target your brand’s niche market can drive immense lifetime value from those consumers.
In July 2021, there were 2.34 Million Instagram users in New Zealand, with 59% of those being women. Instagram influencers can find your target audience, engage them and drive your core brand values.
Trusted advocates help communicate brand values
With consumers becoming increasingly concerned about brands’ social and environmental impacts, it is vital to showcase your brand values in a way that resonates on a personal level.
Influencers that showcase your brand’s values can improve the customer experience by building trust, improving brand image, creating relevant content, cultivating a devoted following, and providing a variety of unique interactions.
Influencers such as Ethically Kate act as a consumer guide for an ethical sustainability lifestyle. Kate has over 30,000 followers who care about making ethical choices and regularly come to her for advice
around what products and services to use. Given that 86% of women use social media for purchasing advice, female influencers that tell their stories play a pivotal role in buying decisions. Over 50% of women say that they have made purchases due to influencer posts.
Valuable in demonstrating products & services to consumers
Word-of-mouth and social sharing on the internet are huge benefits of utilising influencers. Live streaming, video content, and imagery with detailed reviews allow customers to get excited about experiencing your brand by presenting exactly how your product can be used in their everyday life.
Last year, WeAreTENZING partnered Karcher with long time product user Maria Foy to help showcase their latest product – the Karcher new WV 6. Having a good understanding of her audience, Maria decided to do a long-form conversational video to demonstrate the product’s many uses and benefits. This content authentically connected with her following resulting in 25 purchases using a unique discount code and generating over $5,400 in sales revenue.
Brands must recognise and utilise the benefits of influencers in providing an immersive buying experience in a relatable way. Although other mediums such as film and advertising attempt to do the same, 85% of women say those channels poorly depict real-world women without the authenticity of micro and macro-influencers.