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%.
Among the trends we learned from the brands leading influencer-generated content share of voice include:
- IGC category leaders earned 8.1x higher engagement per post when compared to the category average
- IGC from SOV leaders deliver on consumers’ core snacking needs: ingredient simplicity, nutritional benefits, and portability.
- IGC is paired with consumer recipes inspiring creativity, innovation, and personalization along the consumer journey.
- IGC category leaders position products in a simplistic way, with other ‘health foods’, communities, and trends.
Want to learn more key insights? Download the report below to learn which yogurt brands had the greatest influencer SOV in the last year, as well as examples and best practices from yogurt brand category leaders.
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