Big things are happening for women right now, and it’s time to talk about it. The industry of influencer marketing is causing a major shift in the presence and power that women have in the advertising industry.
Not only are women using their voices to push products, goods, and brands they support through social media, they are also using them to address important social issues, like the gender gap, as demonstrated by the US women’s soccer team, and of course the full #MeToo movement. Women are dominating influencer marketing stems from both the agency and brand sides, meaning not only are female influencers raking in cash from sponsored brand content, but more and more women are also calling the shots in positions of power in marketing and advertising roles.
At XOMAD, women are killing it. 75% of our managers are females, and 66% of our top management is female. And for the industry as a whole, over 36% of Chief Marketing Officers are women according to an analysis of the nation’s 1,000 largest corporations. While this percentage is still in the minority, it’s growing year by year.
So, other than women being natural girl bosses, how are they dominating the influencer marketing scene?
Ability to maintain authenticity through honest storytelling
It is no secret that women tend to be more honest and open through sharing with others (sorry guys, but it’s just the truth). It’s also no secret that social media audiences love personal stories, so unsurprisingly, women are more likely and willing to connect with other like-minded individuals through their social platforms.
Women are far more active and engaged on social media platforms than men are, meaning their social media reach is greater. To put some numbers behind that, 75% of women use Facebook in comparison to the 63% of men who use Facebook. Moreover, 43% of women use Instagram while 31% of men use Instagram.
While visually pleasing photos and videos are certainly a driving factor in an influencer’s success, consumers crave authenticity. Creating a personal connection with an audience through honest sharing and storytelling builds trust, which makes women inherently successful at influencer marketing.
Social proof drives influencer marketing
The proof is in the pudding? Try again. The proof is in the influencer! Consumers, especially women, are now turning to their favorite influencers before making purchasing decisions. Studies show that 86% of women are more likely to buy a brand they’ve never purchased after interacting with that brand on social media. Women are looking to social media to answer their questions, read reviews, and get honest feedback from other like-minded women.
And the numbers are there to back that up. In 2017, influencers that used RewardStyle affiliate links contributed to 80 percent of mobile visits at Nordstrom, 34 percent of mobile visits to Revolve, and 22 percent to Sephora just to name a few examples.
The time is now for women to crush it
Yes, gender disparities are still very real. Men are still being paid more than women and in a traditional business world, it is still dominated by males. However, fear not! The world of influencer marketing is hitting back hard with predominantly female influence in an industry that is absolutely soaring with success. Influencer marketing continues to become more and more of a much needed asset for every brand seeking increased sales, awareness, and profitability.
Now more than ever, women’s brands have influence to start important conversations and address current issues. As demonstrated by Megan Rapinoe’s new ad with Nike and her call to end gender disparities by demanding equal pay for the US women’s soccer team, it’s clear that women’s voices are making large waves with rippling effects. Women are using their personal brands, savvy business skills, personal connections, and guiding conversations to create serious impact. Women are dominating not only the influencer marketing world, but taking their influence to dominate the conversation.