Influencers are one of the most relevant digital
trends in the world of marketing and social networks. Because content creators
have gained unique value and relevance due to their versatility and persuasive
abilities. They entertain their audience through posts, pictures, videos,
reels, or stories. They create educational or entertaining materials that
respond to the interests of their audience every day.
It is rumoured that the end of the dominant empire
is not far away. The truth is that influencer marketing is still one of the
most effective strategies for companies. It seems, then, that influencer
marketing still has a lot to offer. And it, like matter, is neither created nor
destroyed, but destined to change.
If you've started researching influencer marketing
before, you may find conflicting information, including recommendations that
using social influencers is absolutely essential or that there's no need to
But then what benefits can you expect from
influencer marketing? What place should the relationship with these
professionals occupy in marketing strategies?
As a brand, navigating the many influencer
marketing strategies today is harder than ever, but here's a guide to making
sense of it all.
Read our tips to determine how to set up an
effective marketing strategy for you.
At a basic level, influencer marketing is a type
of social media marketing that uses endorsements and product mentions from
influencers or individuals who have a specific social audience and are viewed
as experts in their niche. Influencer marketing works because social
influencers have built a high level of trust among their audience, and
recommendations from them serve as social proof for potential customers of your
create an influencer marketing strategy?
Now that you know what influencer marketing is,
it's time to create your own influencer marketing strategy.
Here are the steps you need to follow:
The first step is to set your goals. What do you
want to achieve with influencer marketing? Will it increase your brand
awareness? Increase traffic to your website? Increased sales?
It is important to be clear about your goals from
the beginning. This will help you choose the right influencers and measure the
results of your campaign
your target market
The second step is to identify your target
market. Who are your potential customers? What are their interests? Where are
they hanging out online?
This information will help you find the right
influencers for your campaign.
Now that you know who your target market is, it's
time to find the right influencers. There are several ways to do this:
Use influencer marketing platforms:
These platforms allow you to search for influencers by category, location, etc.
Use Social Media: You can use
social media to find influencers in your industry. Just search for relevant
hashtags on Twitter, Instagram, etc.
Connect with influencers: Once
you've found the right influencers, it's time to reach out to them. Send them
an email or post on social media and tell them what you're looking for
the terms of the collaboration
Once you've found an influencer who wants to work
with you, it's time to negotiate the terms of the collaboration. These include
The type of content that will be
Content format (e.g. blog post,
social media post, video)
Measure the results
Once the campaign is over, it's time to measure
results. Includes things like this
The number of views/impressions
The number of clicks
The number of sales
efficiency of Influence Marketing: How do you measure it?
To do 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:
the minimum attainable and
the maximum possible attainable.
Consider the minimum the brand should achieve
based on the estimated average reach per influencer's publication.
to be considered for Influence Marketing.
It indicates how many people or users we can
influence, and who will receive the influencer's message that will create the
stimulus needed to achieve sales and conversions. The opportunity needs to be
estimated to justify the advertising investment in the influencer.
This factor is often overlooked by brands, but it
is important that brands have a cost-per-thousand reference. Thus, it measures
the influencer's efficiency relative to their normal cost. This cost can be
deducted from your regular investment in the platform you want to influence.
It is important for the brand to be clear about
what percentage of engagement the influencer has. Similarly, alike is not the
same as a comment or a share, knowing how your followers react to your publications
will help brands understand the quality of content published by influencers and
its relevance to other influencers. This way you will be able to determine the
average index and influencer value of your community.
So, it is not enough to communicate the
publication, but what kind of interaction is achieved? Well, if the interaction
is about a product or service, it's more valuable than the influencer's status.
Budget to hire an influencers
Before starting with this point, it is important
to know our budget because most influencers ask for financial remuneration.
Although there are others who do it because of brand affinity or reciprocity,
which would be an exchange mechanism. This is why we must be clear that the
investment is determined by the number of followers, reach, and engagement that
the influencer achieves through their publications.
A contract with an influencer under exclusivity
can be as expensive as a marketing campaign. So a reference cost cannot be
given, 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
determined brand influencer.
the Results of the Influencer Marketing Campaign
As the last step in completing a good influence
strategy, the influencer needs to measure or ask for all indicators of all
their actions. For this, the influencer must act responsibly and provide
transparent data. This way, the brand will be clear on things and will be able
to see a return on its investment. While it is clear that this performance
factor should be considered over a period of time, ideally it should be within
30 days of every month. It can be up to 30 days after taking the first step.
By measuring results, you can see if your
influencer marketing campaign was successful and make adjustments for future