This content worked because it felt authentic and didn't appear like a produced commercial. When an influencer talks about their personal experiences, it resonates more with audiences than a post from a brand or service provider. This relatability can demystify and encourage followers to act.
To overcome existing frictions, energy companies must reach customers where they already are and seamlessly insert education and brand stories. Smaller, regionalized influencers are the best-fit partners to do this. Their content serves as a word-of-mouth endorsement.
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