Influencer marketing is a new marketing strategy that consists of achieving a series of collaborative links between brands and companies and those people with great visibility and prominence on the internet, who are known as ‘influencers’.
Influencer marketing is a growing methodology. As we mentioned in to the new digital marketing, there is “an effort to be in all those spaces that potential customers inhabit, to be able to speak to them in their own language, through the format and channel with which they most identify”. Appealing to your references is just another step in that regard. The Internet, and especially social networks, have generated the appearance of a series of people, who in traditional media would be more or less the equivalent of famous people or celebrities, who have become references for a large number of users. These influencers are characterized by having a lot of hook and charisma in the virtual world. Some of them, like YouTubers, have channels with thousands (and, in some cases, even millions) of subscribers and followers.
Obviously, these kings of social networks are real rough diamonds for brands, since a criticism of a certain product or simply its appearance wearing a clothing brand or another item can raise the popular acceptance of a certain item by many integers. brand and therefore make sales go sky high.
How Influencers Marketing can helps to my brand?
Influencers are not new as we think. On the contrary, they have existed since the mass media began to become really massive, first with the written press, and then with radio and television.
Influencers are opinion leaders. Before they were famous people, athletes or personalities from politics and culture, who when talking about a brand or a product in the media had an impact on the purchase decision of their followers.
But with the advent of the internet and the explosion of 2.0 networks, this potential to influence consumers was extended to a new sector of the population: that of social influencers, or people who have managed to build their own audience through networks. social networks such as Instagram, Twitter, Linkedin or YouTube, to name the most chosen.
The advantages of influencer marketing
The main benefits of using influencer marketing techniques in our campaigns are as follows:
- The positive messages of your brand or company are amplified.
- There is a lot of conversation on the line about your products or services.
- Traffic to your website or the landing page of our campaign increases.
- Influencers are very followed by a target audience with great purchasing power and very consumerists: the millennial generation.
- If designed well, an influencer campaign does not have to be very expensive, and a satisfactory and profitable return on investment (ROI) can be achieved.
- The brand gains reputation and prestige.
- There are more interaction with your brand.
How influencer marketing works?
Influencer marketing works by establishing relationships between brands and influencers who share a common audience. Its objective is to amplify the reach of a brand and influence the consumption habits of its audience.
But how are those relationships established?
In influencer marketing, the marketing actions of a company are directed directly at the people who are identified as influencers. It is not aimed at a general audience, because the effect on the public is considered to be derivative. The campaigns are implemented mostly through social networks, the medium in which influencers build their popularity.
Steps to implement an influencer marketing campaign
Well designed, an influencer marketing campaign can generate a healthy return on investment. Below we list the cardinal points for your planning.
1. Define an objective of an influencer marketing campaign
As in any marketing campaign, being clear about what we hope to achieve is essential to be able to assess the results.
Influencer marketing can be used to make branding, generate traffic to a website, or increase the sales of a certain product. Setting the objective specifically will allow you to better focus your campaign actions.
2. Identify potentially valuable influencer social media accounts
The second step is to identify influential social media accounts that have an audience in common with your brand.
In other words, it is not only important to search for people with a broad base of followers; It is also necessary to analyze the characteristics of the audience that these people are targeting, and to verify to what extent they are close to the company’s target audience.
Sharing the public improves campaign results.
3. Implement marketing actions to influencers for your campagnie
The third point has to do with carrying out different marketing actions directed especially towards the identified accounts. Some typical strategies are:
- Promote interaction on social media, commenting and / or sharing publications, or making mentions. The particularities of each social media enable different approaches in this regard.
- Send to the influencers personalized content via email.
- Invite influencers to relevant company events of your brand.
- Offer product samples or service demos.
- Have a great relation with your influencers.
These actions serve to increase brand recognition in the influencer community, and ultimately, similar to loyalty strategies, help the person to become an ambassador for the brand or company.
4. Evaluate a compensation model for your influencers
Influencer marketing sometimes includes a service fee, especially if an agreement is reached with the person for posting to their branded content account. In some countries, this may lead to a legal obligation to make public the business relationship between both parties.
There are different compensation models for influencers:
- Cost per engagement, in which influencers are compensated according to the number of interactions they generate with their content about your brand or company.
- Cost per click, in which influencers are paid according to the number of clicks they generate to a landing page or social media profile of your brand.
- Cost per post, in which a fixed sum is paid for each piece of content generated about your brand or company.
- Exchange model, in which products or services are offered in exchange for content.
- Cost per acquisition, in which influencers are compensated for the conversions they generate. These include filling out a form, subscribing to a newsletter, or making a purchase.
Reaching an agreement for the publication of branded content is not mandatory, but some companies consider it a necessary step to consolidate marketing actions around the influencer’s audience.
In the use of influencer marketing, sometimes there is a conflict of an ethical nature and professional honesty. The point is that, many times, influencers are dedicated to using or talking about a certain brand or its products in public, receiving some type of remuneration or consideration in return.
The problem is that many times there is not enough transparency. That is, it seems that the influencer is making criticism of a product because it is his true opinion, ignoring that he is actually doing it in exchange for something. In these cases, there can be talk of lack of honesty and a certain level of deceit to their followers, who do not have to know that behind the opinion of their leader the commercial interests of brands and companies are hidden.