From TV to TikTok: how influencer marketing is transforming brands

Let's be real — traditional ads aren't cutting it anymore. With viewers skipping commercials, blocking pop-ups, and turning to ad-free streaming, the effectiveness of traditional advertising has plummeted. Only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions. In the UK, Christmas TV advertising spend decreased while online advertising soared. Even where connected TV ad spend is growing, it's driven by digital formats, not conventional TV.

The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise and connect authentically, leveraging trusted voices to create impactful connections that traditional advertising can no longer achieve.

Why is influencer marketing so popular?

• People trust recommendations: influencers create friend-level trust at scale, translating into authentic connections.
• Reaching the right audience: niche creators help brands connect directly with their target market.
• Better connections with followers: influencer content sparks conversations that make consumers feel seen and heard.
• Content that gets noticed: creators craft eye-catching visuals and engaging stories that keep your brand relevant.
• The power of micro-influencers: 1,000–100,000 highly engaged followers deliver strong engagement at a cost-effective price.

The power of real stories

What sets influencer marketing apart is its ability to tell real, relatable stories. People connect with experiences, not slogans. Instead of an ad saying 'Buy our running shoes,' an influencer might share how those shoes helped them crush their first marathon. That storytelling brings your brand to life — it's not just marketing, it's building genuine connections through shared experiences.

Choosing the right influencer

• Know your goals: brand awareness, follower growth, or direct sales — define objectives first.
• Find the right fit: partner with influencers whose values and audience align with your mission.
• Check engagement rates: a smaller, highly engaged audience often beats a larger, less interactive one.
• Focus on authenticity: work with creators who genuinely believe in your product.

How Ganax simplifies it

Ganax offers data-driven insights to discover aligned influencers, seamless campaign management from outreach to reporting, and comprehensive support at every stage. In the ever-evolving digital landscape, influencers are the storytellers of our time — and for modern brands, harnessing that power isn't just an option, it's a necessity.