Reach, frequency and influence: understanding the third pillar of brand growth

"There's plenty of evidence to suggest we are. For one thing, historically hard-to-reach youth audiences are not watching linear TV and opting for ad-free streaming services. 'Youth media unicorns' like Buzzfeed and Vice are collapsing, showing the challenges of winning these audiences' attention with traditional models of media consumption. For another, 38% of Gen Z say they spend more than 4 hours per day on social media; 60% say they're using TikTok to consume video content at least once a week (just behind Netflix at 69%). Almost the only time they are exposed to digital advertising is when scrolling through platforms like TikTok, Instagram or Snapchat."

"Luke Barnes of agency Influencer argues that alongside reach and frequency, the social world has built a third coefficient of brand growth: influence. According to this year's Influencer Marketing Benchmark Report, almost 1% of us consider ourselves to be creators. And one much-cited study forecasted that $32bn of global ad spend will be funneled into influencer marketing in 2023. Clearly, the days of influencer marketing being seen as an executional tactic for brand PR campaigns are far behind us."

Influence is emerging as a third coefficient of brand growth alongside reach and frequency. Almost 1% of people identify as creators, and forecasts expect $32bn of global ad spend to go to influencer marketing in 2023. Youth audiences increasingly avoid linear TV and ad-funded digital publishers, making them harder to reach with traditional media. 38% of Gen Z spend over four hours daily on social media; 60% use TikTok weekly for video, with most digital ad exposure occurring while scrolling platforms like TikTok, Instagram, or Snapchat. Rising AI-generated content threatens perceived authenticity, making creator-driven marketing a way to sustain authentic engagement with Gen Z.

Read at The Drum