This originally was published on Social Media Explorer on June 4, 2019.
Online efforts seem to operate regardless of geographic location, but audiences still prize ‘local’ expertise. Here’s how influencers help bridge the gap.
Today, the broader world is always within reach.
However, many organizations are discovering that no matter how connected the world may be, real influence starts locally.
At Mitchell, we recently published an extensive report that maps out consumers’ evolving notion of local. We found that 74 percent of millennials and members of Generation Z believe a company’s location on the map is no longer the best marker of what community it belongs to.
Accusations of “fake news” fly fast and easy these days. Not surprisingly, consumer distrust has grown, especially when it comes to information found online. But while it might initially seem counterintuitive, the cynicism is increasing the power of influencer marketing — at least, a specific branch of influencer marketing.
It’s all too easy to fall into the trap of cracking jokes at the expense of Millennials and Generation Zers.
They're obsessed with their smartphones!
They change jobs every five minutes!
They're putting entire industries out of business!
These are just a few of the preconceived notions that seem to dog young consumers today. But by subscribing to stereotypes like these, brands discount an incredibly important segment of our population. Across the globe, there are 1.8 billion Millennials and more than 2 billion members of Generation Z. Combined, they make up a potential $165 billion marketplace.