Global News and Digital Insights
for the Consumer Goods Industry

An insight on how creators influence consumers’ shopping behaviours

ConsumerGeniuses

ConsumerGeniuses

Brands can indirectly showcase their products to audiences via YouTube creators and influencers. Ipsos, a market research firm, claims that half of the US consumers feel confident when buying from a brand promoted through creators’ stories or product reviews. Brands including Ritz, Madewell, and Schick have engaged with audiences in three ways through creators that are as follows. 1, Find a creator with personal connection; creators build trust by sharing authentic and vulnerable stories. 2, Connect with diverse creators; brands can reach global and diverse audiences if they partner with global YouTube creators. 3, Increase in search rate; YouTube creators influence online and offline consumer shopping behaviour and help them discover brands through interactive videos or stories. Schick, an American razor brand, saw a 45% increase in purchase intent and a 3,540% lift in the branded keyword search on Google and YouTube.

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