Energy Companies Urged to Leverage Micro-Influencers for Engaging Next-Generation Customers on Social Media Platforms.

The number one untapped tool for utilities to engage next-generation energy customers, according to author Nicole C. C.E. lists social media influencers as the primary method of engaging customers, with 84% of C-level and VP-level buyers using social media for B2B purchase decisions. Despite this, few energy companies are using influencer marketing as a powerful tool for engaging customers. The author suggests that smaller, regionalized influencers are the best-fit partners to partner with. Micro-influencers (10-50K followers) are more engaging and engaging than traditional mailers or email campaigns. They use personal storytelling to make their messages relatable and have a strong pulse on what catches attention. The article also highlights the need for energy companies to engage customers through channels and personalities they know and trust.