This is a week for friends and family as we approach the Thanksgiving holiday. Most of what’s being advertised, based on my narrow sample of one, are cars and drugs. Admittedly, my viewing tends towards news and live sports with a smattering of public TV shows and other entertainment. I scroll through the commercials in the latter category but I can still get a sense of what’s being marketed.
Why I raise this is that it seems to me to be a missed opportunity. As I initially stated, this is a week where friends and family gather, and when they’re not stuffing their faces or yelling at football, they talk. Among other things, I’m sure they talk about services they’ve used, places they’ve eaten, and prodcuts they’ve bought. It makes total sense that research shows that nearly three times as many people said content from friends and family influences their purchase decisions compared to content from celebrities. You can imagine how powerful it is when that “content” is delivered in person at Thanksgiving.
The research – The 2017 Consumer Content Report: Influence in the Digital Age, by Stakla – also found that
- On average, people are able to identify if an image was created by a professional or brand vs. generated by a consumer, 70% of the time.
- Consumers are three times more likely to say that content created by a consumer is authentic compared to content created by a brand
- On average, 60% of consumers say content from a friend or family member influences their purchases decisions, while just 23% of consumers say content from celebrities influenced their purchasing decisions
- People want to see content from people they know or that they can relate to.
I’m not suggesting that some brand co-opt Aunt Sally into being a hidden spokesperson nor that some product unleashes an army of Aunt Sallys into every table. I do think, however, that there is an opportunity around this time of year to focus your brand and your marketing so that you’re top of mind as the conversations are taking place. If sharing is caring, your customers need to care enough to do so and this is the best time of year for that to happen. What are you doing to help them with that?