If you thought influencer marketing made a splash in 2017, just wait until 2018. 70% of consumers reported distrust in advertising along with an additional 42% reporting a distrust in brands, viewing the brands as ‘remote, unreachable, abstract, and self-serving.’ Seemingly, marketers’ need for more trusted, authentic, and personalized content is growing – and fast.
As a solution to the ever-increasing need for content, many brands have incorporated an Influencer Marketing & Relations strategy as an always-on solution. In fact, 63% of marketers increased their budgets for influencer marketing in 2017. As a result, share of influencer voice has emerged as a critical indicator of market share and competitive advantage, prompting a departure from digital advertising as we once knew it.
This trend continues to dominate the non-dairy industry, where increased transparency around ingredients and nutritional benefits, quality of taste, and product versatility have helped contribute to a multibillion dollar industry. In 2016, the Global Dairy Alternatives Market accounted for $8.51 billion and is expected to reach $19.45 billion by 2013. In this report and infographic below, we analyzed the volume of content and engagement with influencer-generated content (IGC) across leading Dairy Alternative brands.
Here’s an insider look at some of the most noteworthy trends and influencer marketing stats we learned from the brands leading share of influencer voice in the non-dairy category:
- Almond Breeze, the IGC category leader in volume, owns 58% of share of voice in the non-dairy industry.
- IGC category leaders earned 2.3x more engagement per post when compared to the category average.
- IGC from category leaders incorporate a multiple media channels to ensure maximum reach to the target audience.
- Copy from IGC category leaders dispelled common non-dairy myths and misconceptions through copy containing influencers’ personal narratives, utilizing relatable stories to appeal to a mass consumer base.
- IGC from Almond Breeze (category leader in IGC volume) includes the influencer as a focal point in the image, pairing in-moment activation and product use with a happy and healthy lifestyle.
- IGC from So Delicious (category leader in IGC engagements) copy does not include the influencer in the image and instead combines product images with creative tips and recipes, illustrating the product’s many uses.
Together, with the added understanding that influencer-generated content earns 7x more engagements than brand-generated content, marketers should consider highlighting product attributes and benefits that are of increasing value to consumers.
Want to learn more key insights? Download the report below to learn which non-dairy brands had the greatest influencer SOV in the last year, as well as examples and best practices from non-dairy brand category leaders.
To download the non-dairy influencer-generated content share of voice report, please complete the following form.