"At the centre of this shift are influencers: Content creators who build engaged followings by sharing opinions and expertise, often in partnership with brands. Those who amass millions of social media followers are redefining who holds authority in the industry, demystifying specialty coffee for a broad audience and breaking down technical terms and theories."
"Goldman Sachs predicts the global influencer marketing economy could nearly double to US$480 billion by 2027, according to its 2023 Creator Economy report. For many coffee brands, this means this channel has moved from optional to essential. While influencer marketing offers reach and relevance, specialty coffee must approach it with caution. The industry's values of transparency and quality can be diluted if messaging becomes overly transactional or trend-driven."
Up to 93% of marketers now use influencers, and approximately 92% of consumers, especially Gen Z, trust influencers more than traditional advertising. Social media platforms are the primary source for specialty coffee discovery, from café recommendations to brewing advice. Influencers with large followings are redefining industry authority by demystifying specialty coffee and simplifying technical terms. Goldman Sachs projects the creator economy could reach US$480 billion by 2027, making influencer channels essential for many coffee brands. Excessive reliance on transactional or trend-driven influencer messaging risks diluting transparency, quality, and core specialty coffee values, so cautious, authentic engagement is required.
Read at Perfect Daily Grind
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