In 2020, brands more than ever are understanding the near-absolute need to design captivating content narratives, encouraging consumers to engage with and share their products on social.

If content is King, then distribution is Queen. Influencers combine this royal family of content production and their distribution channels to create social value. Without certainty of its etymology, this phenomenon of user generated content shared by influencers has been coined “Confluence Marketing”.

Instagram, Youtube and most recently Tik-Tok are providing platforms for creators to use their reputation to drive purchasing decisions. The catalyst to a brand’s success, whether personal or eventually commercial, is the value of the quality content they produce. We live in a visual society in which decisions are often driven by a myriad of split second impulses. Edeleman, the world’s largest PR firm, shared in their 2019 Brand Trust Report, that consumers believe relatability was twice as important than popularity when it comes to product endorsements. The same way screenwriters often find true stories to be more compelling than fiction screenplays, consumers are more likely to be influenced by relatable user generated content than celebrity endorsed advertising.

While generational wealth unfortunately isn’t going anywhere anytime soon, our society has been blessed with a new type of social mobility. Social media following has evidently transformed into a modern social currency. In simpler terms, the measurable impact of word of mouth. The value of your words is only increased as more people share your message. While reputation was once thought to be a static characteristic, the advent of modern technology has allowed each individual to create and shape their own personal brand. The vast array of social channels we have are providing everyone and even their mothers an opportunity at the spotlight, a chance to become an influencer….

From iconic global corporations like Coca Cola to modern bourbon companies like Rabbit Hole and humble neighborhood cafes like The Hive Santa Monica, brands of all sizes are using influencers to share their product with their organic audiences.

Social superstars are filling the role that television networks used to. As consumers view more content, they develop a relationship with brands. This relationship is the enzyme that stimulates their trust, allowing them to spend their hard earned cash on your brand.

Maybe the most critically acclaimed digital marketing thought leader of this past decade, Gary Vaynerchuk, gave his take on this phenomena in his podcast by expressing “Everything’s success is based on people’s ability to consume it”. Gary believes in this so much so that he encourages every brand to create a hundred pieces of content a day. In this day and age, the more content one produces stronger their bonds are within the digital world.

Content marketing and influencer marketing have been around for years, however they are both constantly evolving. Confluence marketing combines the network effect social media influencers are known for capitalizing on, along with their content creation to share product narratives with massive audience.

As the new decade is upon us, research by the Digital Marketing Institute states 49% of consumers have their purchasing decisions swayed by influencers. It’s no wonder why more brands than ever before are using influencers to create content. Nearly 67% of marketers surveyed expressed a plan to increase their influencer marketing spends. Businesses are understanding how influencers are often the most cost effective way of connecting brands with their target markets.

No longer are celebrity endorsements the preferred marketing avenue for most brands. Instead by creating unique user generated content, brands are able to win the hearts and souls of the modern consumer with this modern take on product integration.

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At Sphere, we use our proprietary algorithm to discover influencers by their geographic location and their interests. We connect brands with influencers who create content acting as social proof to drive sales to retail touch points.

“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis