31 Jan Influencers Marketing is on the rise.
In fact, if last year marked a clear turning point in the evolution of Influencers Marketing; And after the first experiences with opinion leaders, we can affirm that as of this year we have witnessed the maturity of a new discipline that is captivating the brands in their eagerness to increase their notoriety and to promote their capacity of influence in the consumer.
Think for a moment about a process of buying a product or service and analyze what we usually do. We shuffled several options until we finally got two. But, what do we base our final decision to lean on one or the other?
The answer is not simple since there are intrinsic and extrinsic motivations to the product or service itself. Sometimes, we can make the purchase decision based on the price or the experience it provides. However, we must not forget this fact: 78% of users rely on opinions of others regardless of whether they have a real basis or not. That is, our choices are conditioned daily by opinions.
If 10 years ago the opinions that affected us were those of our closest circle, nowadays they have a diverse origin: social contacts, strangers on the Internet, bloggers, youtubers, tweeters, instagramers …
In view of this complex panorama, there are important challenges that will undoubtedly mark the evolution of Influencers Marketing in the coming years.
One of them has to do with how to detect influencers more closely related to the brand and, at the same time, more suitable for campaign objectives.
It is evident that not all audiences have the same capacity to become someone “capable of generating opinions, tendencies, currents, influences on others”. (Juan Merodio, expert in Digital Marketing, Social Networks and Digital Transformation, dixit).
So far the accent has been placed on those with greater power of prescription and that in most cases are identified with celebrities and has been interpreted that the volume of followers is a clear indicator of the digital influence. However, if we let ourselves be impressed by the magnitude of certain figures without stopping to analyze the quality of those fans, it is possible that the digital influence that they truly exert is not what was initially expected of them. Did you know that 60% of brands invest in influencers marketing?
On the other hand, there is a need to integrate Influencers Marketing into the content strategy of the brand, as well as to be aware that these are long-term processes, based on transparency that, in order to be successful, require Bet decisively by a collaborative approach that provides clear benefits for both the brand and the influencer.
We close a 2016 where interesting new developments have come to stay and will undoubtedly change the focus of current strategies influencer engagement. There are some …
- Professionalization of influencers
We must not lose sight of another group of users with the ability to dynamise and brand content because of their proximity, expertise and / or interest in a particular theme. They do not have legions of followers, but the ones they have are of quality. Some people already talk about a microinfluencers boom.
- Strategic dimension of actions with influencers
So far, recourse has been made to prescribers to support specific marketing actions through planned campaigns in the short term. Little by little these types of actions are beginning to be integrated into the strategic plans of the brands. We’re talking about going beyond the photo of a product to move towards a storytelling strategy that perfectly matches the brand’s values and the influencer’s profile.
- Cooperation between brand and influencer
- Experience tells us that, insofar as the narrative style that identifies them is preserved, it gives them authenticity and connects with their audience, the better results will be harvested.
- Brands have learned that much of the success of influencer actions is to give them greater creative freedom and independence to create content and share experiences, not limiting them to the role of mere distributors in social channels.
- The war for the direct
The irruption with great force of the applications for the retransmissions in streaming constitutes an opportunity that does not have to be wasted to develop actions of Marketing of Influencers.
- Towards the niche audiences
If Instagram is the channel that sweeps through the so-called millennials, we must not lose sight of the role that Snapchat plays for generation Z. This complicity relationship, which is being set, points to ways, so we must seriously consider betting on productions of ephemeral content.
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