There’s no stopping the progression of consumer of trust in today’s digital world. Although, one thing is for certain – influencer-generated content is consistently out-performing brand-generated content. This pivotal shift in the behaviors of today’s consumers are causing brands to take action. Many brands have incorporated an Influencer Marketing & Relations strategy as an always-on solution, resulting in share of influencer voice emerging as a key indicator of market share and competitive advantage.
This trend continues to make a splash in the beverage industry (no pun intended), where increased transparency around nutrition, variety, and availability have helped contribute to a multi-billion dollar industry. In our latest series of benchmark reports, we analyzed share of influencer-generated content (IGC) in one of the hottest beverage categories: Ready-to-Drink (RTD) Teas.
Here’s an insider look at some of the most noteworthy trends we learned from the brands leading the influencer-generated content share of voice:
- IGC category leaders earned 4.6x more engagement per post when compared to the category average.
- The majority of IGC category leaders curated content involving green tea, suggesting the importance of brand alignment with ‘superfoods.’
- IGC category leaders rarely focused on a single flavor of tea, instead IGC copy depicted a wide variety of tea flavors, alluding to the fact that consumers want options.
- IGC copy from category leaders was paired with creative tips and recipes, illustrating popularity of product versatility.
Want to learn more key insights? Download the report below to learn which brands had the greatest influencers SOV in the last year, as well as examples and insights from IGC category leaders.