Still, I am very curious about what the future of social influence marketing will bring. To what extent can social networks still bind us when the credibility of users is put to the test? What happens to the reliability of review sites, such as Zoover ? The consumer is looking for transparency and authenticity. When we start buying recommendations, the added value is hard to find.
Research by Reevoo makes the importance and downside painfully clear. On the one hand, the research shows list to data that 4 out of 5 holidaymakers use reviews when selecting a holiday. On the other hand, the study shows that no less than 27% are afraid that reviewers are paid to write a good review.
Different way of betting
So it is time to use social influence marketing in a different way. Yes, we (like to) be influenced by the opinions of others. Yes, we should also use that principle in online marketing. And no, we cannot avoid it. But it can be done in a different way. The use of social influence only has an effect when the message is honest and sincere. It is not without reason that social influence works best in personal circles. A celebrity certainly provides attention, but will never be decisive.
The question is whether money is the best means to use it. Various studies in the field of motivation show that money is often not the best reward. A loyal consumer does not want money, but appreciation, satisfaction and involvement. The current strategies in social influence marketing do not attract loyal consumers and therefore the credibility is by definition questionable.
Social influence is not about reach, it's about credibility and relevance
What we also seem to forget is that online cannot exist without offline. Especially when we look at the purchasing process, also called the customer journey, we see that all channels must be represented.