Axios Event: Consumers turn to social media and influencers for product recommendations

AUSTIN, Texas – Social media is redefining how consumers discover and trust products and companies, brand leaders said at a March 9 event at Axios House SXSW.

The big picture: Gone are the days of solely relying on search engines to build brand recognition and reputation. Consumers are increasingly turning to social media and influencers to determine what to trust.

Axios' Kerry Flynn, Eleanor Hawkins and Nicole Cobler moderated conversations with Bobbie chief brand officer Kim Chappell, Form co-founder Sami Bernstein Spalter, and Tecovas VP of brand marketing Samantha Fodrowski at the event, which was sponsored by Suntory Global Spirits.

What they're saying: Brands that aren't utilizing social media are "missing the boat," Chappell said.

• "Moms, especially the younger moms that we're seeing come up, are not going to Google in the way that they used to," she said. "They're actually turning to TikTok, and they're saying, 'what is the best baby formula' or 'this brand versus this brand.'"

Bobbie embraces influencer marketing but only partners with people who genuinely use the products.

• Chappell stressed the importance of sticking to the company's mission and values. When it comes to social activism, she said their customer base responds strongly to supporting causes that align with their mission.
• "People want to know that their dollar is going to something more than just a transaction," she said.

Zoom in: For influencers and brands, staying true to their identity is critical.

• "I love that quote, 'no one is you, and that is your power,'" said Spalter. "No matter how crowded a space is or no matter how saturated it can be, no one's ever going to do it the way that we do it because they're not us."
• "You can sometimes feel like looking around is going to give you inspiration to help you figure out what's next. My best philosophy is actually staying really heads down and being able to know yourself so well and check in with yourself to help decide what feels authentic to you before just doing what worked for someone else," Spalter added.
• Fodrowski said Tecovas aims to offer an authentic approach to Western fashion. "What's so nice about us being so young is we're able to be the most welcoming brand in Western, and that's what we really try to lean into," she said.

• "When we have different celebrities and musicians [who] want to wear our boots and are big fans, we love it," Fodrowski added.

Content from sponsored segment:

In a View From the Top conversation, Eric Schuetzler, Suntory Global Spirits' head of global research and development, said consumers look for authenticity and transparency about a product, such as for their ready-to-drink (RTD) bottled cocktails.

• "If you get a ready-to-drink cocktail, you don't necessarily know everything that goes into it," said Schuetzler. "The more that we're able to demonstrate and show people and tell people, this is how this cocktail is made, and it's much more convenient, and you can take it anywhere you want, and you can have the mixologist taste without the mixologist there – that's what we're trying to bring to light."