Saturday 17 August 2019

Out of fashion: Influencer appeal fades

Entertainment: Paddy Power promotes brand by poking fun at Tiger Woods
Entertainment: Paddy Power promotes brand by poking fun at Tiger Woods
Ellie Donnelly

Ellie Donnelly

Fewer than one in five Irish people would be likely to engage with a brand's content if it included influencers or celebrities, according to a survey from social media marketing and analytics group Sprout Social.

The research was carried out prior to Instagram's announcement this week that it is to hide the number of 'likes' visible for individual posts on the social media platform in Ireland. Meanwhile, brands that entertain their followers on social media are most likely to engage Irish consumers, according to the survey of just over 500 people.

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Among the more recent examples of such entertainment is gambling giant Paddy Power's humorous look at golfer Tiger Woods' 'driving skills'.

Ahead of the British Open currently taking place in Portrush, Co Antrim, the company placed billboards outside the golf course referencing the time he crashed into a fire hydrant. In addition, customers are being offered the chance to win a replica car by trying to predict how many birdies he will make at the event.

Around 58pc of consumers said they were most likely to engage with posts they found entertaining, with 51pc saying they were likely to engage with posts that offered discounts.

Gerard Murnaghan, manager and VP of Sprout Social EMEA, said: "Marketers need to go beyond simply publishing; they must invest in building deep connections with their consumers to realise the biggest payoffs."

While around two thirds of people want to connect with brands on a social media channel, it can be a difficult landscape for businesses.

Nearly two thirds of respondents would 'unfollow' a brand on social media because of poor customer service, and 51pc would do the same if they felt they were being ignored.

Irish Independent

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