Targeting Major Life Moments through Influencers
Consumers Change Their Spending Patterns During Key Moments in Their Lives
Graduating from high school. Getting your first job. Falling in love. Buying your first home. Having your first kid.
These are just a handful of major life moments that impact our lives — moments that come with incredible emotion, moments that we remember for the rest of our lives, moments that we will tell stories about for years to come.
Beyond the emotion and natural storytelling nature of the life moments, they are also key times where a consumer will be making significant changes to their purchasing behavior — thereby creating an immense opportunity for a brand to attract new customers or deepen relationships during this time. For example, getting engaged means saving up for a wedding and potentially a home, buying new products for the home, and major changes to core spending patterns for the two individuals getting engaged. Consumers will remember when brands show up during these key moments, especially if they are telling the right story to these consumers at the exact right time. It will drive return for the brand for many years to come.
Customers change their spending patterns three times in their life, 1) when they get their first job 2) when they get married 3) when they have their first kid. — Jackson Jeyanayagam, CEO of Boxed
We love working with brands to tap into key life moments at ACTIVATE, as influencers and content creators have the unique ability to lend their personal lens to these life moments and share them with their audience in a way that brand messaging may not be able to. We also find that the influencers’ audience have oftentimes ‘grown up’ with the influencer — often within a similar age range/life stage and following the influencer because there is relevancy from a personal lens.
Beyond just being able to identify influencers that are in these key life moments, we are able to field micro-surveys to these creators so they can share specific answers to a short-list of questions you may have — or they can just share in more detail why they are fit to work with your brand and what their story will be.
A typical “Discovery” program on the ACTIVATE platform allows the campaign manager to launch recruitment towards a filtered set of influencers on the platform, as well as any internal influencers the brand may have worked with before — and only influencers that are available and excited to partner on the collaboration will apply. No more outreach to influencers that are unresponsive, unavailable, or uninterested in the collaboration!
We typically see anywhere from 200–500 applicants per program, and it is the relevancy of the creator, her audience, price and her ‘content pitch’ that drives the selection process thereafter — the marketing campaign manager can deeply vet the influencers for their content quality and relevance, audience demographics, past engagement rates, estimated impressions, and more.
ACTIVATE is a fully end-to-end influencer marketing platform, covering influencer discovery, program workflow, measurement, and analytics. Our ACTIVATE Studio team also helps brands build out and execute their influencer strategy. Last year, the ACTIVATE platform enabled over 75,000 influencers to collaborate with brands.
Want to learn more about Activate? Just drop us a note at research@activate.social.
