In an ever-connected world, how is it that brands are more disconnected than ever with their audience? According to Forbes, “only 13% of consumers said that content from a brand is impactful and a mere 8% said influencer-created content would highly impact their purchasing decisions.” So, what’s going on that despite all these digital spaces to meet customers where they are at, brands still can’t connect with their audiences? Well, let’s start with the obvious. The pandemic changed everything. The way we work is no longer a 9-5 in an office and probably won't ever be again. According to HubSpot, “40% of remote workers miss spontaneous in-person connections with colleagues.” There are big internal disconnections in the workplace. Another reason for the disconnect is the gap to obtain high-quality data, which is needed to understand your audience for your marketing strategies. It seems that strategies that were once working aren’t anymore and this data is crucial to fixing that. Fortunately, there is a way to reconnect with your customers! Focusing on customer connections will improve your brands relationship with its customers, most of which, are suffering from digital fatigue. Found content campaigns can strengthen these connections with brands. What better way to reconnect than through shared emotions? And what better way to get their attention on social media than with a real person doing a natural human thing? Influencer marketing is trending to be one of the top marketing tools this year but we think that found content marketing is trend that will supersede this one for authenticity and connection purposes.
