Are ‘super leaders’ the new influencers brands need to be targeting?
First came influencers, which were followed by micro-influencers as the key to successfully marketing to millennials on social media. But according to the Tetra Pak Index 2017 brands should be targeting ‘super leaders’.
The world’s leading food processing and packaging solutions company is advising brands to ‘focus their engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world’.
So, who qualifies as a super leader?
Tetra Pak says that super leaders are a digital community of early adopters and brand amplifiers who have emerged as the most influential group when it comes to creating brand preference amongst consumers.
Only 7% of the online population qualify as super leaders, who are the most active people online. 57% of them write brand or product reviews each week, with 65% of them being likely to after a positive experience.
78% of super leaders expect a brand to actively reply to their reviews and ratings, with 79% saying that the interaction they have with brands online influences how they view its products or services.
From linear to complex networks
The rise of the super leader is indicative of the way that the customer journey has shifted from a fairly linear process to a complex network of different touch points. The active nature of super leaders approach to engaging with brands is an example of the way that consumers look for information and guidance at all stages of the buying process.
The average consumer now searches out information about a brand or product from four information sources before making a purchase. This means that brands are increasingly not in control of the information that consumers see about their products.
“Using new ways to reach the connected consumers is especially important when you think of Generation Z and others who are becoming an important consumer group,” Alexandre Carvalho, Director Marketing Services at Tetra Pak said.
“They have been brought up in a digital world, and expect brands to communicate in a similar way. The age of passive, one-way communication is over. Brands need to adjust their communications and use more channel-specific, smart, authentic and engaging content if they are to seize the opportunities in this new world.”