IGC Benchmark Report
Which Yogurt Brand Has the Highest Influencer SOV?
Which Yogurt Brand Has the Highest Influencer SOV?Consumer trust continues to evolve in the Digital Age. Relying on ads alone has become sooo yesterday as today’s consumers increasingly trust influencers to inform their purchase decisions. Given this significant shift in trust, investing in an Influencer Marketing & Relations strategy proves to be critical to brands looking to advance. In 2017, 94% of those who used influencer marketing believe the tactic to be effective. 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.
In our latest IGC benchmark report, we look at share of influencer voice in an uber-competitive category making life a little sweeter for all: Yogurt. We analyzed which brands had the greatest influencer SOV in the last year and what you can learn from IGC category leaders. Since 2011, annual growth for the yogurt industry increased 9.5%, contributing to an $11.8 billion industry, with annual growth projected at 3%.