Social media influencers represent a largely untapped resource for OEMs designing new construction products according to a recent article in Industrial Vehicle Technology International. An influencer with thousands of followers who have hands-on operating experience can link the OEM with the people who will actually use the equipment.
That link can provide virtually instant feedback on design alternatives before major investments are made. The article details how influencer feedback was used to optimise the design of new products including an electric mini digger, fuel cell powered wheeled excavator and 38 tonne crawler.
Among the influencers included in the article were Amy Underwood, known online as ‘Digger Girl’ and Will Godstone known as ‘goldenearthworks’ on Instagram. Underwood noted that a posted question can generate thousands of replies to be fed back to a design team within a single day.
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