Influencer marketing is one of the most used and
profitable digital marketing strategies. With the rise of some social networks
like TikTok and Instagram, being influential has become an obsession for many
young people. Especially because in this trend they have seen the opportunity
to achieve fame, income, and everything that affects such assignments.
So, in this article, we will learn more about
influential people, who are they? What kind of influencers are there? What
strategies do they usually adopt? How? How about their catalog? Among other
concepts. So we start with the basics.
What is an
A fictional person, brand, or topic has gained a
great presence and credibility on social networks through the content of
interest. So, it has a lot of followers from different sections. This
reputation and communication with influential people allow him to influence his
followers and users of social networks where he is present.
These influential digital channels have become
unique, especially on video platforms such as Facebook, Instagram, and TikTok,
as well as YouTube. Similarly, according to each social network, the influencer
is known as a Facebooker, Instagrammer, TikToker, and Youtuber. In all cases,
it is not the official position or assignment of the same platform, it is the
popular way they are known.
Influencer or Influence Marketing?
Influential marketing or influence is a type of
strategy that some brands use extensively to connect with specific audiences.
Thus, they want to convey the identity, value, and communication purpose of a
brand through an influencer. This marketing strategy is not entirely new, as it
has always been used by traditional marketing, but under the brand image
approach. In it, a brand has hired an opinion leader, athlete, actor, and
television presenter. These characters become the face of the brand through an
exclusive or agreed contract.
Similarly, marketing such digital influencers is
highly efficient because it allows credibility to be built in a precise way.
This is achieved by using the credibility of the influencer and everything he
presents to connect him with the brand. This is why brands are looking for new
influencers who enjoy credibility or specialize in a particular subject. In
this way, your reputation quickly connects with your brand, allowing you to
create quality content and expand your message to reach an influential
audience. This saves time and advertising processes that are often too
expensive for the brand.
Influencers required in influencer marketing
To determine the type of influencers, we had to
consider the most important aspects of the influencer quality analysis.
Mega-influencers are usually stars or influencers
whose background is a career, time, fame, and number of followers. They
typically exceed one million followers on networks, which ensures a great
reach, but this will only be achieved if they enjoy high interaction.
Being a mega-influencer is the goal of every
influencer because brands cataloged in this way consider it a good option for
their position. In this way, they will be able to adapt content that influences
the followers to consider 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 busyness is usually higher and in many cases, it is twice as much
as the mega influencer. Also, the return on investment for the brand is very
profitable in relation to what was invested. This is because their rates are
usually 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 the growth stage. Determining the value of a
micro-influencer will depend on the profile of their followers, the categories,
and the interactions that their publications have achieved. Its engagement rate
is again higher than that of mega influencers but its reach is less. Thus, they
are particularly suitable for low-budget brands due to the impact of marketing.
They are not always recognized by the big brands
since they usually have less than 10,000 followers. Although they have very
high participation and conversion rates, the disadvantages of brands are within
their reach, as they need to collect many nano-influencers for visibility. Only
in this way can you guarantee real visibility at the local, regional or
national level. The key is to work hard and achieve the goals you set out to
of influence marketing or influencers
Influencer marketing has become a legitimate
strategy with efficient results. This is because it often allows new brands to
gain legitimacy to a specific target audience to whom the influencer is
directed, quickly and with results that are reflected in sales that give an
immediate return on investment.
The importance of effective marketing lies in the
relationships that exist today, with the buying habits of new consumers.
Considering the trend of ecommerce affects the digital budget of many companies.
Thus, effective marketing will help us improve visibility, and credibility, and
significantly increase sales of services and products. And in this way, you can
reach a goal that is committed to the influencer.
Influencer campaigns can increase conversions and
help drive quality traffic to our website. In other words, potential customers
who go to the website or digital platform with the goal of buying the product.
Unless the influencer has the necessary credibility to influence the purchase
decision or create enough motivation to motivate their followers to buy the
product or service.
It is important to be aware that the importance
of effective marketing is not always in the number of followers. In practice,
it prioritizes influencers to create an experience connection with their
followers or admirers.
influencer marketing work?
Influential marketing works by establishing
relationships between brands, influencers, and their followers. Its purpose is
to expand the reach of the brand and influence the consumption habits of the
influential audience. Thus, it is important to make a projection of the effect
that the influencer may have on the content. This way you can estimate the
influence of the brand on the followers of the influencer.
The operation process is very simple, using
influential products or services, referring to them, or communicating with them
publicly. Then your followers, fans, and users see it, verify it and it
generates instant interest. This is reflected in the comments of your posts,
stories, videos, or live links. Instead, interest will create searches,
messages, forms, sales, and conversions in e-commerce. Then, based on quantity,
quality, and conversion, your skills will be measured.
How to do
influencer marketing or influence?
To start an impact marketing plan, it is
important to identify the people who are considered influential in what the
brand has categorized. Thus, it will be possible to filter and view by cost,
the most suitable for any influencer or influencer brand. This has been noticed
in terms of the type of audience and the brand 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 is also important to understand that no matter how
much the brand is used by the public, it is not the brand, it is the
influencer. But once this user decides to follow the brand, he will become a
The use of
technology will determine the success of a campaign with influencers
However, what is clear is that only influential
or well-known sub-topics such as travel, fitness world, fashion, beauty,
fitness, lifestyle, music, or - festivals are also considered when thinking
about influential people - tick talk publications or years. The most
influential. These sections are no longer enough, now the use of technology is
Does that mean effective marketing isn't working
or we're not going to see branding-centric campaigns? Not at all, we’re just
going to see the horizons that we’ve expanded today thanks to the technology of
the companies that allow us to further measure this kind of publicity.
Technology will be the basis of this change.
Those who have the most precise technology, the best metrics, and the most
qualified data will succeed in effective campaigns.
The creative/strategic part and technology will
make the difference between a successful campaign and the controversy caused by
the Ibiza Awards. It is conceivable that there will be more hybrid campaigns
every day and this is a process that will take about two years.
And what’s more, we’ll see that this evolution towards
hybrid campaigns will not only lead to a performance model but will also be
hybrid in terms of merging two channels at the same time as an effective
marketing and programmatic advertising in the same campaign.
Follow marketing and learn about the most current
and outstanding things in the industry.