Hypeauditor, a tool specialized in mapping and analyzing influencers, recently released research that puts its finger on the wound of engagement on social media: inequality between influencers and brands. The research, which analyzed 3,095,993 influencers and 1,160,112 brand accounts in Brazil, revealed a gulf between influencers with a average engagement of 1.4% versus brands, with average engagement of 0.39%.
But why this stark difference? The answer is simpler than it seems and more obvious, people connect with people, not brands. Social networks were born for human interaction. We go into them to see real people sharing their lives, not to be bombarded with ads.
Although many brands are already on the right path, humanizing content and seeking relevance for their communities, there is still a long way to go. Truly influential brands are rare birds. Hypeauditor research points to a promising way to increase brand engagement: content made by people.
Authentic and soulful content, starring real people, generates more engagement than cold and impersonal posts. But for this to work, brands need to go a step beyond “content first” and embrace “human first”.
This means having the maturity to take responsibility for delegating content creation to real people. And also have a partner agency is essentialthat thinks beyond “content first” and adopts the logic of “human first”, with methodologies that connect people and brands in an authentic way.
By investing in human and engaging content, brands can finally unlock the magic formula for success on social media: winning the attention and hearts of their audience.
The research also reveals that micro influencers (up to 10 thousand followers) have the highest engagement rates (2.02%). It’s worth investing in this strategy!
Camila Pessanha – Journalist and Institutional Public Relations Manager at Imagem Corporativa
* This text does not necessarily reflect the opinion of the vehicle
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