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Trust me; I’m in advertising: Using Friendlies to Make Content that Matters

Discover the power of the “Friendly” as today’s most authentic influencer and how their opinions can reshape brand marketing and advertising strategies.

Revolution Digital  |  March 12, 2021
Trust me; I’m in advertising: Using Friendlies to Make Content that Matters

It may seem like five minutes ago that the world of influencers was born, but today’s super savvy audiences have already started seeing influencers with huge followings in the same light as celebrity endorsements and other manipulative content. They know a paid opinion when they see one, and their trust goes out the window. When a Kardashian posts about a product, everyone knows they’re doing it for a huge sum of money. That content is viewed as no different than a highly polished commercial. It may be shiny and fun to watch, but it lacks the power to motivate an audience. It lacks personal connection.

Enter the Friendly – not so much influencers, but regular people who have influence. They generally have under 1,000 followers and are passionate and have perceived expertise in a given area. Influencers are paid to talk about products. Friendlies talk about products they genuinely love. So, their opinions are trusted by their friends because their conversations and content are authentic and real.

This authenticity leads to insights that brands would never gain from an influencer. We’ve seen Friendlies talk about products in ways we had never imagined they would. Motivations are discussed. The circumstances triggering the need for the product are revealed. And all of this information can be put to use when briefing the creative team.

By studying Friendlies, strategists can avoid overly broad take-aways like “product X allows me to be my best self,” or “product Y makes my life easier.” Instead, they can construct a brief that speaks directly to a real need in real people. This allows the creative to engage the right audience with a message that is relevant, establishing a rapport between audience and brand that can grow into something meaningful. Imagine taking the kind of real-life information a Friendly uncovers and then applying the muscle of media and production dollars? Now you’ve got yourself a piece of content that isn’t just shiny; it’s functional and powerful.

Want to learn more about using Friendlies to create strategic briefs and content that actually sell your products? Our strategy and creative departments have been working together for years to help companies do just that. Whether you’re interested in a strategic consult, creative production, or a marketing plan, Revolution Digital is ready to dive in and exceed your goals. It all starts with understanding your audience. You’ll be surprised by what we uncover.

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