UK consumers are increasingly embracing Snapchat and Instagram.
35% of Brits polled by Kantar TMS are on Snapchat, up from 18% in 2014, and 44% are on Instagram, up from 23% in 2014.
However, despite the increasing popularity of these two social channels, 40% of Brits say they actively ignore content and ads from brands, compared to the global average of 26%.
A third of British internet users (32%) say they feel ‘constantly followed’ by online advertising and 46% object to the idea of their online behaviour being tracked by brands.
Although there is a high level of scepticism, Kantar TNS believes there is a real opportunity for brands to tap into people’s desire for instant, entertaining content from friends, peers and influencers.
Brands need to focus the right content to the right people, on the right platforms and at the right moments:
· Brands should get better at creating content which can be used across multiple channels, not just on Facebook.
· Brands need to work hand-in-hand with influencers as trusted sources of information and advice. Influencer partnerships are a great way to create that raw, authentic content that people want.
· Brands have the opportunity to get under the skin of what motivates and excites each of their customers. The reality is that it’s not just teenagers using these channels anymore.
Kantar TNS’s ‘Connected life’ study found that influencers and celebrities hold the key to swaying people’s views of brands.
A third (34%) of British 16–24 year olds polled say they trust what people say online about brands more than ‘official’ sources, such as newspapers, brands’ own websites or TV adverts.
‘Connected life’ is a global study of the digital attitudes and behaviours of 70,000 internet users across 57 countries, exploring how technology is affecting consumers’ lives.