Month: June 2022

Social media platforms have experienced impressive user and engagement growth the past few years, and many brands are spending big on social, turning to influencers to make more personal (and profitable) connections with consumers. In fact, global marketers say they plan to increase their spend on social media by 53% in the next year, more than any other channel.

While social media influencers are engaging audiences across all platforms, their presence has gained traction relatively quickly on relative newcomer TikTok. According to Nielsen InfluenceScope, which measures social media influencers, the video-sharing platform has overtaken social media veteran Instagram in popularity for Micro (10K-50K followers), Mid (50K-100K), Macro (100K-1M) and Mega (>1M) influencer representation. 

And, given the shift toward shorter videos and vertical formats, TikTok influencers have an enviable engagement rate: 10.25% of the platform’s creators have an engagement rate of more than 20%, compared with 6.15% for Instagram and 3% for YouTube.

All of this engagement can mean big opportunities for brands that choose the right influencer. According to the Q1 2022 norms data from Nielsen’s Brand Impact research, influencer ads in the U.S. drove a nine-point increase in both brand affinity and purchase intent relative to consumers who did not see the influencer ads. And to find the perfect audience for their influencer ads, marketers are tracking hashtags.

The hashtag #BookTok, for instance, is one of the more popular hashtags on TikTok, garnering 59 billion views. BookTok features a variety of content for readers and writers, but its most popular—and influential—videos are book reviews. Popular BookTok reviewer @thecalvinbooks, for example, has over 500,000 followers and an engagement rate of 10%—three times higher than the average influencers with a similar follower base on TikTok. 

Readers are flocking to BookTok to get recommendations from their favorite influencers, and these influencers can have a big impact on book sales for brands who tap into their highly-engaged—and younger—followers. BookTok audiences are overwhelmingly Gen Z, with nearly two-thirds (65%) of the audience aged 18-24 years old. 

And when it comes to maximizing the impact of influencers, age isn’t just a number for these young readers. Finding an influencer that appeals to Gen Z audiences is key for brands wanting meaningful interactions.

In April, Disney partnered with TikTok creators to promote “Bravely,” a written sequel to its hit movie Brave. To engage with its target audience of Gen Z readers, Disney collaborated with influencers who appeal to younger readers. Melissa Becraft, for example, has a follower count over 1.1 million, making her one of the most influential creators in the campaign. Her video promoting the novel garnered approximately 18K views and more than 1.5K interactions, with 55% of views reaching the target Gen Z audience. 

With the abundance of influencers crowding the social media landscape, it can be difficult for marketers to connect their brand with a personality that resonates with their specific audience. But, by combining platform data, influencer insights and audience behavior, marketers can take a data-driven approach to their influencer marketing strategies that drives engagement—and ROI. 

For additional insights, download Building better connections: Using influencers to grow your brand

Global attitudes about the LGBTQ+ community have evolved dramatically over the past decade or so, and with more choices for content than ever before, LGBTQ+ audiences are flocking to content providers—and advertisers—offering authenticity and inclusion.

Consumers surveyed for our international LGBTQ+ inclusive media perceptions study find the most advertising inclusion on emerging media channels. Social media and influencers lead the way when it comes to perceptions of inclusivity, while LGBTQ+ people view newspapers and radio as least inclusive.

Social media and influencers are especially popular with LGBTQ+ audiences because they offer connections with real members of the community, and authenticity is paramount for meaningful inclusion. According to our survey respondents, avoidance of stereotyping is the No. 1 way to improve inclusion in content, followed closely by the need for more authenticity and realism. 

The authentic connections influencers make with their audiences can have a big impact on consumer behavior—influencer ads drove a 9-point increase in both brand affinity and purchase intent relative to consumers who did not see the influencer ads¹. 

And this consumer influence is showing up in a surprising place: bookstores. The #BookTok community, for example, has become exponentially significant for authors and publishers. According to LGBTQ+ BookTokker Kevin Norman, “BookTok can reach a wider audience than any other social media platform, and it’s amazing at separating us into niches.” Garnering over 59 billion views on TikTok, BookTok features a variety of content for readers and writers, but its most popular and influential videos are book reviews. And all of these views are turning into big sales for booksellers.

In addition to NPD Bookscan reporting a 740% increase in sales of the LGBTQ+ genre over the last five years, Nielsen Scarborough data highlights that LGBTQ+ adults aren’t just more likely to have shopped in a bookstore; they’re 43% more likely to have made a recent purchase in the past three months.

And books aren’t the only traditional media channel seeing an inclusion lift from social media influencers. While 58% of our survey respondents viewed magazines as less inclusive, influencers are making inroads with major publications, and turning their social celebrity into capital for brands who want to show authentic representation.

Model, vlogger, makeup artist, writer and actress Victoria Volkova is Mexico’s top LGBTQ+ influencer, according to Nielsen InfluenceScope. She identifies as a transgender woman and made the list of Forbes Most Powerful Women in 2018 for her activism for LGBTQ+ rights. Volkova made global headlines in 2020 when she became the first transwoman on the cover of Playboy Mexico. She shared the cover on her Instagram, with a post about how it was a milestone on her personal journey to self-acceptance. Several global brands like Motorola, Levi’s, Avon and Elle have embraced her influence to market their brands in Mexico.

In Brazil, top LGBTQ+ influencer Linn da Quebrada was featured in Vogue Brazil’s first LGBTQ cover feature in June 2021. A transgender rapper, she uses her groundbreaking music (a mix of funk carioca and hip hop) to amplify her activism for the queer and transgender community in Brazil. Most recently, da Quebrada partnered with Absolut Vodka in an outdoor marketing campaign. 

This increase in interest for LGBTQ+ content speaks to a larger desire by all audiences to see content that celebrates diversity. In fact, last year’s Nielsen identity and representation study found that 87% of respondents are interested in content featuring people from outside their own identity group. And brands that work to better understand the nuances within the LGBTQ+ experience and partner with LGBTQ+ influencers to create authentic engagements with consumers can increase inclusivity—and ROI. 

For additional insights, download Seeking authenticity: A view of international LGBTQ+ media perceptions

Note:

1. Nielsen Brand Impact study, Q1 2022