Cast your mind a few years back. Marketers – with their broadcast mentality – would send a brand message, via a television advert, to viewers. Due to declining TV viewership, marketers (still with that broadcast mentality) simply use an influencer (read celebrity) to broadcast their message via social media platforms. Though this is effective in some cases, there is far more to influencer marketing than meets the eye. “Think of the meaning of the word influence,” says hyh’s Ryan McFadyen, speaking at the IMC Conference held recently in Midrand. “Influencing is about the ability to change one type of behaviour to another. Through research, we know that marketers love macro influencers – celebrities with thousands of followers on social media. Yet, ultimately, if you’re looking to change consumer behaviour, it’s more important to look at the power of influence more holistically.” McFadyen points out that in SA, just 10% of conversations about brands happen online. This means that 90% ...

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