How real consumers have become social media influencers for food businesses

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A recent study shows 58 percent of consumers are impressed by brands providing a necessary service, and 55 percent say they value brands that have made changes to help consumers.
  • Amrinder Singh Director, Bonn Group of Industries
Social media

Ms Lovelina Joshi, a 38-year-old housewife, never knew her posts on social media like Twitter and Instagram are widely discussed and followed by others until and unless she gushed about a newly-launched herbs and seeds bread, which promises to boost immunity during the unparalleled times of coronavirus pandemic. The moment she posted a picture showcasing how her otherwise fussy eater kids are relishing the bread on the photo-sharing website, she got thousands of comments asking more about the bread on her feed. Not only her account was flooded with comments but also her following increased twice the follower she had within a day…

Also Read: 6 Tips to Create a Killer Social Media Strategy for Your Restaurant

This incident shows how consumers these days are looking for recommendations on social media before purchasing any product. And, unlike the previous times, they don’t look for any suggestions from a celebrity but the ones who are common like you and I. It is seen that real customer endorsement does more to build trust than any amount of content the brand post on their own. Consumers actually appreciate brands that focus more on their utmost needs during this difficult time. A recent study shows 58 percent of consumers are impressed by brands providing a necessary service, and 55 percent say they value brands that have made changes to help consumers.

Everything is purely organic in their page

Gone are the days when paid partnership was the thing. Since social media has evolved and so did its users, people have no fascination over the endorsed pages and campaigns. The likes and comments in the pages of real users are purely organic. They just post about the service they get and how the brand is following all the sanitization steps or how the delivery guy wore masks and uses sanitizer.  Content posted by someone, who has used the service and felt safe influenced decisions of other customers more than anything else. The regular campaigns with actors, celebrities or paid influencers are likely to be ineffective at this time. The best way to build trust under such circumstances is by having customers review your services. It makes the brand more believable and helps overcome the confidence deficit consumers have at this time due to the prevailing fear mindset.

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Real consumers have more targeted audience 

More than 50 percent friends and followers of real consumers have more or less the same thought process like him/her. So, when the real consumer posts something then automatically it gets the liking of the similar mindset people, who might buy your product next when they are in need of it. That’s how a company will have a better mileage and success with several real consumers that suit their brand. When you have millions of followers with variety of interests, it might be tricky to create content that appeals to everyone. Real consumers create content on the topics that they’re passionate about. Whether it’s food, fitness or photography, they post something about it until and unless they haven’t felt strongly for it as they are not the regular ones to post on social media. Moreover they are credible users. Remember, how we used to think when a celebrity used to endorse a product, which clearly indicates that they are not the real users. Real consumers treat their followers like their friends, which means they’re honest and engage with them as equals.

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