The start of influencer marketing was in the
digital environment in 2010. The blog format has been growing since 2005, but
it hasn’t felt strong since about 5 years ago. Once influential profiles are
created in a digital environment, effective marketing with social networks
Under this foundation, the influential sectors
were introduced through blogs, and later through platforms like MySpace. In
general, with the first channels where content can be posted on the web and
users can respond in an easy way.
Today, from our perspective, the most powerful
social networks are Instagram and YouTube, because they are the most visited
and where you can find the most influential people for your brand.
What is an
A person who stands out in social networks in
which he has created a community, expresses his opinions or promotes products,
and exerts great influence among the people who know him.
influencer marketing used for?
Everything like for
Product or service launches.
Attract new customers.
Gain followers through social
Word of mouth is always one of the most effective
marketing methods. As this idea shifts to the digital age, impact marketing is
born. It is based on the same strategy where there are influential people who
have many followers who spend most of their time aware of their network or have
a community, thus helping to promote their brand and grow it.
of using influencer marketing
Gives more confidence. Consumers trust people
more than brands, in fact, it is said that 78% of Europeans trust
recommendations from people they know, and 60% trust people they know.
Recommendations from reviews posted by online influencers.
Influential people, as we mentioned earlier, have
a community where they have a wide influence. Because they are people who
attract a fairly large audience. Since they are accessible people with whom you
can communicate directly via message or comment, everything is simple and reliable.
There’s a bit of a mix of all sorts of
influencers, fashion, restaurants, beauty, sports, and sometimes everything. In
this way, they conduct a comprehensive investigation of the people who follow
them and thus create content based on the user’s preferences, in some cases
influencing the brand much more than purchasing.
start a marketing strategy with influencers?
The first thing is to start with the right plan
and organization, so we need to look for influential people who are most
relevant to our brand. We can do this search with hashtags or keywords.
Once we find influential people who want to be
part of our brand, we need to bring them in to promote and promote their
products or services.
Good results are also achieved by inviting
influential people to events, webinars, or exhibitions organized by us.
actions that should be carried out
Once influencers are identified, whose followers
are like the brand's target audience, the influencer is asked to do something,
1. Mention the brand or product
Influencers mention the brand in their
publications so that it creates recollection and interest.
2. Interaction with the brand or
Influential people use something related to a
product or brand to create interest in their followers.
3. Experience with the brand or
The influencer shares his experience with the
brand or service, with the aim of verifying it and giving it credibility. So,
its followers, fans, or users depending on the brand that influencers give it.
4. Brand or product
Influencers publicly recommend direct products or
services, attaching all of their credibility as brand influencers. This implies
a greater responsibility of the influencer towards the brand.
Once an agreement has been reached with the
influencer, a publication schedule with detailed steps should be created. Which
must be confirmed by email for a contract, or a commitment to the provision of
services. Thus, a formal commitment is made between both parties, brands, and
How do you
measure the productivity of Influence Marketing?
To have Influencer marketing, it is necessary to
determine what factors will be measured to determine the success or failure of
this strategy. We need to have a plan with measurable and achievable objectives
that will help us in two possible situations: least achievable and most
achievable. Considering the minimum that a brand should achieve based on the
estimated average reach per influential publication.
to be considered for Influence Marketing.
It indicates how many people or users we can
influence, and who will receive a message from the influencer that will create
the stimulus needed to achieve sales and conversions. Opportunities need to be
estimated to justify advertising investment among influential people.
This factor is not often overlooked by brands,
but it is important that brands have a reference to cost per thousand. Thus, it
measures the efficiency of the influencers compared to their normal cost. These
costs can be deducted from your regular investment in the platform you want to
It’s important to be clear about what percentage
of the brand is influential. Likewise, your followers do not like, comment, or
share how they respond to your posts. The brand needs to know about the quality
of the content published by the influencer and its relevance with other
influencers. This way you will be able to determine the average index and the
value of the influencer in your community.
Thus, it is not enough to communicate with the publication,
but what kind of interaction has been achieved. Well, if the interaction is
about a product or service, it is more valuable than the condition of the
Budget to hire an influencers
Before starting with this point, it is important
to know our budget because most influential people want financial rewards.
Although there are others who do it because of friendship or because of the
exchange with the brand, which would be an exchange method. This is why we must
be clear that the investment is determined by the number of followers, reach,
and engagement that influencers achieve through their publications.
A deal with an influencer under exclusivity can
be just as expensive as a marketing campaign. For this reason, a reference cost
cannot be paid, but the first contract can always be open or uncertain. Thus,
after measuring the results, you will get a clear idea about the value of the
influencer of the determined brand.
the Results of the Influencer Marketing Campaign
As a final step in completing a good impact
strategy, influencers need to be measured or asked for all indicators of the
steps they have taken. For this, the influencer must act responsibly and
provide transparent data. That way, the brand’s things will be clear and they
will be able to see their return on investment. Although it is clear that this
efficiency factor must be considered in time, ideally it should be within 30
days of each month. May be up to 30 days after the first step.
on Influencer Marketing
Campaigns with influencers can be a quick way to
introduce our brand to channels where we didn't have much presence. We must
remember that the most important thing in campaigning with influencers is to
create sales and conversions. Brands are out of the value that can be created
as a result of activity within an influential community.
Impact marketing is guerrilla marketing that
often does not have a stable index. Because it will depend on the judgment of
the influential selection and the treatment done with it. It makes no
difference to a successful social media strategy with a Facebook ad campaign or
community manager. The results are often situational at the moment the trend is