New Influencer-Marketing Trend – Peer-to-Peer

So called The Millennials and their Z-Generations believe in ordinary people more than their sales people

17, 2019

4 min read

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Times have changed, the reality show can turn the average person into one of the most famous in one night, and social media has completely seized phones. Against this background, it is little wonder why the number of influenza has increased so significantly. After the sisters in Kardashian, life-style antiperspirants, resellers and orator-motivators appeared on the scene. People are already accustomed to the fact that ordinary people, even strangers to the public, offer them a completely new product (and they even buy it).

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Not long afterwards, everyone in the public will become known to the public today, who are massively gathering followers. As soon as the influencers got their name, they started managing up to $ 1 million with each Instagram post. As such prices are unavailable to most companies, micro-influencers have been pushed forward. They have fewer followers and therefore receive less royalties, so they were fully available experts in the specific niche companies needed.

But the "Millennials" and their forebears believe in the Z generation more than the average person in sales. Unlike previous generations, brands are less trusted. It is not the opinions of privileged people that concern them, but those whose lives resemble theirs. This has opened the door to a new marketing trend – P2P (peer-to-peer).

Is authenticity more valuable than a brand?

P2P (peer-to-peer) involves attracting a user on the recommendation of another user. Someone with P2P information is an acquaintance and has been used in university cities for a long time, though social media has even made P2P a business game.

The Secret to P2P Success: People believe in themselves. Nielsen's 2015 Global Trust for Advertising shows that friends and family are the most trusted source of recommendations. Eighty-three percent of respondents fully or partially trust their peers' opinions. This agrees with data from another Nielsen study, which found that 92% more trusted "peers" than any other group with whom they interact.

P2P helps businesses because they don't look like sales tactics: people who wouldn't pay for shilling if they didn't see the merits of the product, wouldn't recommend it to others. More and more people no longer favor companies that are too persistent or self-focused. P2P, however, allows for an impartial understanding that is impossible to buy in principle.

P2P brings benefits to the user as well. They can go the way of a completely unknown field without paying anything and even better opportunities. P2P gives people power – the power that was promised by platforms such as Yelp. However, they can vote for those who only want recommendations from each other.

Investing money in P2P

Surkus is one of the companies investing in P2P. The Content Discovery Platform is already on the international stage, connecting with clients, brands and organizations trying to expand capabilities, wanting more, more relationships. Members will have more access to the events and services they want. The platform has done a great job of identifying the frequency of users accessing the platform, accessing social networks and analyzing feedback data after the event, and with the help of all this has identified what is important for the ideal client-company client.

Surkus believes that people are extremely valuable to brands because they have completely specific, real personalities. They are trusted by friends and family, so companies should take this into account, increase their status, and make them informal influencers. Fully accessible tools for this are free and expanded access or exclusive digital offers. This will enable them to recognize ambassadors with a "toll" orientation. Surkus has worked with many P2P influencers. They helped demonstrate how their interests and hobbies intersect with the platform.

Flixxo is a video platform, and it is seeking out Surkus's P2P capabilities. It's a decentralized platform, with the goal of no longer being an intermediary, so businesses can pay consumers directly to watch video. The opt-in advertising system implies that companies are trying to invest money in an ideal customer and no longer use the spray-and-pray method of the past.

Sweet is another blockchain-based platform, the "first loyalty-focused platform", and it also targets P2P space. Sweet brands allow users to reward tokens in exchange for endorsing, sharing, posting or even viewing their information. Fans can also exchange their rewards for their own tastes. Including everything from meeting celebrities and ending with music videos.

Tom Mason, the founder and CEO of this platform, explains that fans have been doing thousands of dollars worth of brand-free work for three years now, and that is a way to encourage human loyalty. They too will be convinced that they will receive compensation in return for the recommendation. "Volunteer enthusiasm is much more valuable than funded," he says. "It's well known to us."

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Although famous influencers still offer a lot of business, but they may lose their status, they are no longer the main outsiders that advertise products. Leaders need to recognize that consumers are more interested in what people like them say and therefore invest in lesser-known people so that they leave their mark.

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