Influencer marketing is one of the most used and
profitable digital marketing techniques. With the rise of some social networks
like TikTok and Instagram, being an influencer has become an obsession for many
youngsters. Especially because in this trend they see an opportunity to gain
fame, income, and everything that affects such assignments.
Thus, in this article, we will learn more about
influencers, who are they? Are there any types of influencers? What tactics do
they usually adopt? How would that be? How to catalog them? Among other ideas.
So we start with the basics.
What is an
It is a fictional person, brand, or topic that
has gained a great presence and credibility on social networks through the
content of interest. Hence, it has a large number of followers from various
categories. This reputation and communication of the influencer allow him to
influence his followers and users of the social networks in which he is
It has been able to stand out on dominant digital
channels, particularly Facebook, Instagram, and TikTok, as well as video
platforms like YouTube. Similarly, according to each social network, the
influencer is known as a Facebooker, Instagrammer, TikToker, and Youtuber. In
all cases, not the official designation or assignment of the same platform, it
is the popular way they are known.
Influencer or Influence Marketing?
Influencer marketing is a type of strategy that
some brands use extensively to connect with specific audiences. Thus they seek
to transmit a brand's identity, values , and communication objectives through
an influencer. This marketing strategy is not entirely new, as it has always
been used by traditional marketing, but under the brand image modality. In it,
a brand hires an opinion leader, athlete, actor, and television presenter among
others. These characters become the face of the brand through an exclusive or
Likewise, this type of digital influencer
marketing is highly efficient as it allows you to build credibility in a
specific way. This is achieved by leveraging the influencer's credibility and
everything he represents to associate him with the brand. This is why brands
are looking for new influencers who enjoy credibility or are experts in a
particular topic. This way, your reputation quickly becomes associated with
your brand, allowing you to create quality content and amplify your message to
reach an audience of influencers. This saves time and advertising processes
that are often very expensive for brands.
Influencers Needed in Influencer Marketing
To determine the type of influencer we had to
consider the most important aspects of influencer value analysis.
Mega-influencers are usually stars or influencers
who have a background in career, time, fame, and number of followers. They
usually exceed a million followers on the network, which ensures a great reach,
but this will only be achieved if they enjoy high interaction.
Becoming a mega-influencer is every influencer's
goal, as brands cataloging this way consider it a good option to position
themselves. This way they will be able to receive content that influences
followers to take into account the brand promoted by the influencer.
A macro-influencer has more than 100,000 and less
than 1,000,000 followers on their social networks. It is usually in the growth
phase, so its engagement is usually higher and in many cases double that of
mega influencers. Additionally, the return on investment for the brand is very
profitable compared to what was invested. This is because their rates are
generally lower than those of mega-influencers.
Micro-influencers are influencers with more than
10,000 and less than 100,000 followers. Similarly, its reach and engagement are
usually higher because it is in a growth phase. Determining the value of a
micro-influencer will depend on the profile of their followers, the category of
their publications, and the level of interaction. His engagement rate is again
higher than mega influencers but his reach is less. Thus, they are particularly
suitable for brands with low marketing impact.
They are not always recognized by big brands
because they usually have less than 10,000 followers. Although they have very
high engagement and conversion rates, the difficulty for brands is still within
their reach, as visibility requires gathering multiple nano-influencers. Only
in this way can you guarantee real visibility at the local, regional, or
national levels. What might not work in the endeavors and goals you want to
of influence marketing or influencers
Influencer marketing has become a legitimate
strategy with effective results. It often allows new brands to gain legitimacy
with specific target audiences to whom the influencer is directed quickly. With
results that are reflected in sales that provide an immediate return on investment.
The importance of influencer marketing is the
correlation that exists today, with new consumer buying habits. Considering the
trend of ecommerce affects the digital budget of many companies. So, influencer
marketing will help us to improve visibility, and credibility and get a
significant increase in sales of services and products. And that's how you
reach a goal that's committed to the influencer.
Influencer campaigns can increase conversions and
help drive quality traffic to our website. In other words, potential customers
visit a website or digital platform with the goal of purchasing a product.
Unless the influencer has the credibility needed to influence a purchase
decision or create enough incentive to motivate their followers to buy the
product or service.
It is important to be aware that the importance
of influencer marketing is not always in the number of followers it has. In
reality, it prioritizes the influencer's ability to create an experiential
connection with their followers or fans.
influencer marketing works
Influencer marketing works by building
relationships between brands, influencers, and their followers. Its objective
is to expand brand reach and influence the consumption habits of influential
audiences. Therefore, it is important to have a projection of the influencer's
reach with the content. This way you can estimate the influence of the brand on
the influencer's followers.
The process of operation is very simple, the
influencer uses the product or service, mentions it, or interacts with it
publicly. Then your followers, fans, and users see it, verify it and it creates
instant interest. This can be reflected in comments on your posts, stories,
videos, or live connections. Instead, interest will generate inquiries, messages,
forms, sales, and conversions in e-commerce. Then, based on quantity, quality,
and conversions, your efficiency will be measured.
How to do
influencer marketing or influence?
To begin an influencer marketing plan, one must
identify the people who are considered to be influential in the subject in
which the brand is classified. In this way, it will be possible to filter and
view according to cost, which influencer or influencer is most suitable for the
brand. It targets the type of audience and what the brand is willing to spend.
It is important to consider that the brand is not
addressing the general public, but rather a specific public, which is a heavy
user of social networks. It's also important to understand that no matter how
much the brand uses that audience, it's not the brand's, it's the influencers.
But once this user decides to follow the brand, he becomes a true follower.
be carried out by the influencer
Once influencers are identified, whose followers
are very similar to the brand's target audience, the influencer is asked to
perform certain tasks such as:
the brand or product
Influencers mention brands in their publications
to generate recall and interest.
Interaction with the brand or product
Influencers use something related to a product or
brand to generate interest among their followers.
Experience with the brand or product
The influencer shares his experience with the
brand or service, aiming to validate it and give it credibility. So, its
followers, fans, or users depend on the brand support influencers give it.
or product recommendation
The influencer recommends the product or service
directly to the public, attaching all his credibility as a brand influencer.
This implies a greater responsibility of the influencer towards the brand.
Once an agreement is reached with the influencer,
a publishing schedule with detailed actions should be created. Which must be
confirmed via email as a contract, or a commitment for the provision of
services. Thus, a formal commitment is created between both parties, the brand,
and the influencer.