Jenny Tsai, CEO of WeArisma, emphasizes the shift in consumer behavior from traditional search engines to social media for discovering brands and products. With 48% of Gen Z finding new products through influencers, Tsai highlights the importance of ranking on social feeds. As influencer content grows, businesses must adapt their strategies to enhance visibility on platforms like YouTube and TikTok, paralleling Google’s search ranking strategies. Earned influence analytics provide valuable insights into a brand’s prominence on social media, guiding brands to optimize their performance.
Published On: May 11, 2023
Jenny Tsai: “The nature of how consumers search for things has changed. Google used to be the first port of call, today billions of consumers start their purchasing journey much earlier on.
They discover brands and products on their personalised social feeds recommended by influential third-party sources, such as the press, influencers and celebrities.”
“48% of Gen Z say they discover new products through influencers and this number will only continue to grow. Much of this content is now in the form of review and how-to tutorials in videos, whether on YouTube or TikTok”
“With the growing prominence of influencers’, where products rank amongst social feeds is vital. Businesses must build a strategy to improve their performance in a similar way to Google’s ranking.”
And while it is easy for a brand to identify whether they’re on the first or fifth page of a Google search, earned influence analytics offer similar insights into the prominence of the brand and its product on social feeds, so they can build a strategy to improve their performance going forward.
Read the full article here
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
In beauty, things move fast. But strategy? That’s what sets the leaders apart.
Our 2025 Beauty State of Influence Report is packed with insights, but knowing how to turn those into action is where the real value lies. Whether you’re optimising influencer partnerships, reallocating budgets, or jumping on the right trends, here’s how to make the most of your data.
WeArisma’s Personal Care 2025 State of Influence Interactive Report – The Definitive Guide to Winning in Bath and Body, Hair Care, Skincare, and Wellness Through Influencer Strategy
The personal care market is booming – but only the most emotionally resonant brands are cutting through the noise. Authenticity, expert credibility, and self-care storytelling are driving the next wave of influence.
Our Personal Care 2025 State of Influence Report reveals how Dove, Nivea, Aquaphor, and Bevel are shaping the future of the category – and how your brand can do the same.
Stay up to date with the latest industry trends and topics
Discover how WeArisma can help you harness the power in influence, grow your brand’s presence, and achieve measurable success.
WeArisma combines the power of AI, influencer marketing and social listening to deliver smarter, scalable strategies with real impact.
