End to end data-based Influencer Marketing solutions to help top leading brands worldwide succeed in the new advocacy era.
We are the agency specialized in influencer marketing
We were born with the mission of being a business partner for our clients, combining data, strategy, creativity, implementation and measurement.
We leverage data from the Samy Intelligence suite, our proprietary technology offering that makes data-driven insight more accessible. More specifically, we use ShineBuzz, our Artificial Intelligence Technology to help analize and identify the right match among 42M KOL to carry out succcesful campaigns on social networks.
We are the agency specialized in influencer marketing
We were born with the mission of being a business partner for our clients, combining data, strategy, creativity, implementation and measurement.
We leverage data from the Samy Intelligence suite, our proprietary technology offering that makes data-driven insight more accessible. More specifically, we use ShineBuzz, our Artificial Intelligence Technology to help analize and identify the right match among 42M KOL to carry out succcesful campaigns on social networks.
WHAT WE DO
- Audience Identification
- Discovery & Recruitment
- Brand Affinity analysis
- Performance Prediction
- Strategy and Creative Concept
- Brand assets: influencer guidelines
- Negotiation, activation and PayRoll
- Measurement & Reporting
We have worked for more than 300 brands across 50 markets, with the ability to reach local, glocal and global talents, and we have historically delivered more than 2.000 successful campaigns around the world.
HOW WE DO IT
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As we all know to this point, TikTok has settled as a cultural phenomenon and a powerhouse in the world of social media. The platform’s influence on Gen-Z’s behaviour is remarkable, and has affected the way entertainment is perceived. Even for something as big as the music industry it has become increasingly evident, with many artists and content creators adapting themselves to cater to the tastes of “TikTok Generation”. As indicated for both artist and listeners, TikTok is now the preferred for discovering everything, even music and this is making content creators reshape themselves and, at the same time, the industry, to the algorithm. The music is “built” differently, now the chorus is adapted to the “trend-setting” filter and the marketing strategy involves influencers who play it on loops and memes, and that has priority over PR or interviews.
TikTok: A Music Discovery Hub
According to TikTok’s studies, 80% of those surveyed have identified TikTok as their preferred platform for discovering new music. This statistic places TikTok ahead of other digital platforms, streaming services, and even recommendations from friends. The most remarkable aspect of this trend is that over half (56%) of these musical discoveries happen organically through the “For You” feed, a testament to the platform’s ability to connect users with new, fresh, exciting music effortlessly.
- The Power of Influencers and Celebrities
One of the key drivers behind TikTok’s success in transforming the music industry lies in the support it has received from celebrities and influencers. Figures like María Pombo have thrown their weight behind songs and artists, propelling them to stardom and even securing spots on popular Spotify playlists – a practice known as “playlisting.” This phenomenon highlights the symbiotic relationship between TikTok and the broader music ecosystem, where artists, influencers, and the platform itself collaborate to create chart-topping hits.
- The Role of SEO and SEM
TikTok’s impact on the music industry is not limited to its own platform. SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies on other platforms, like Spotify, have proven to be essential for positioning songs. These strategies also involve partnerships with influencers and content creators who play a pivotal role in boosting the visibility of music content and therefore impulsing people to look for terms related to the song or the artist. Many times, the tunes are viral because of a remix or a trend, even before the whole song is out. However, content creators are finding alternative ways to stimulate platform algorithms.
- Enter Playlisting
Iñigo Quintero, an Spanish artist in the music industry, has found his own unique approach to success, maybe by accident. His song “Si no estás”, launched in 2022, was featured on playlists created by small users and started to escalate the “trend” ladder, such as “Novedades Viernes” or “Éxitos España.” This allowed Quintero to reach broader audiences and gain recognition through TikTok’s impact on music consumption and discovery.
Soon, Iñigo became the #1 in the Global Top by Spotify, topping artists like Miley Cyrus. All he needed to do was hit the spot on TikTok, and the users did the rest. They connected to the lyrics, created a trend and the rest is story.
“Generation TikTok” and the Future of Music
TikTok has undoubtedly ushered in a paradigm shift in the way we consume and discover music. Unlike platforms like Instagram, where the creator’s identity is paramount, TikTok places more emphasis on the content itself. As Fabiola Guerrero Ros, Head of Brand & Campaign Strategy Europe, aptly puts it, “TikTok is pure entertainment.” It’s not about who you are; it’s about the content you create. This shift in focus has allowed for a more democratic and inclusive approach to music discovery, where talent can shine regardless of the creator’s background or fame.
This study released by TikTok identifies the three main factors driving the music experience on the platform: discovering, being discovered and rediscovering. People using TikTok possess a highly exploratory “discovery mindset” that drives their behaviour, but it also shows how TikTok is inspiring people to break out of their existing music bubbles. After hearing new music, nearly half of people on TikTok add the song to their favourites (47%), view the artist’s profile (46%), and even follow the artist on TikTok (43%), and this in turn has triggered a massive wave of discovery of new artists.
Artists targeting young audiences are compelled to incorporate this app as part of their song release strategy. Hootsuite’s July 2022 Digital Report reveals that TikTok also captures that more than a third of its advertising audience is between 18 and 24 years old.
TikTok’s type of hits: the old and the news
For example, we have seen many old tunes came back to life by creators; from Luis Miguel to Elvis and everything in between; actually, after TikTok creator Nathan Apodaca posted a viral video of Fleetwood Mac’s song “Dreams,” the piece, which was released more than 43 years ago, shot to No. 2 on Rolling Stone’s Top 100 songs list. This is a clear sign that one of the keys to success is that nostalgia is one of the main drivers of trends on TikTok.
The influencer Addison Rae is another example of how TikTok can relaunch your career or even open you up to new professions. The American went from being an influencer more than recognised by everyone to being a singer, and even Lady Gaga herself has given her songs that she has never published, such as Nothing On (But The Radio). Her most famous track, Obsessed, has 27 million plays on YouTube and almost 53 million on Spotify.
Also, the three-time Grammy Award-winning rapper Doja Cat debuted in 2016 with a mixtape, but it wasn’t until 2020 that she achieved worldwide fame for her virality on TikTok, but was not globally recognised until 2020, when her track Say So went hugely viral, earning her the number 1 spot on the Billboard Hot 100 chart for her remix with Nicki Minaj.
Although it was worked to launch many careers in the concept of niche users, not all of artists are thrilled; US singer Halsey complained via her own TikTok account that her label, Astralwerks-Capitol, would not let her release a single if it failed to go viral on the platform: “I’ve been in this industry for eight years and I’ve sold over 165 million records, and my label says I can’t release a new song if they can’t force some viral video on TikTok. It’s all marketing and they’re doing the same thing with all the artists today”.
British singer-songwriter Lewis Capaldi, known for his humour, has also embraced TikTok. He often uses humour to engage with his audience and promote his music on the platform, making memes of how hard it is to have “good numbers” despite having such amazing talent. His playful and light-hearted approach demonstrates how artists can utilise TikTok not only for their music but also to connect with fans on a more personal level, making people empathise with him, and even being more understanding when the artist announced a break due to health reasons.
If there is something we all, even celebrities, are learning from the hit content of TikTok is that the profound impact on the music industry is evident, and the users are craving that human touch. If we all think about it, the trends are trends because they set a common place for many people, most of the time unknown among each other, and give them the sense of belonging to this “small but welcoming group” all through humour and memes, making it easier and less of a advertising space, and more like a place to connect with the artist behind the songs.
Anywhere anyone looks, there is a “healthy” or “eco” option. In any grocery store, pharmacy, brand’s social media, or product tags, there is specific information dedicated to how “well” something is. The surge of health-centered products becomes undeniable. At first glance, one might assume these products cater primarily to older generations, as age often accompanies an increased focus on health. Yet, a closer look reveals a striking trend: a growing health-conscious movement among the younger generation, who are now reshaping every industry they consume, including beverages and alcoholic drinks.
The numbers speak volumes about this newfound emphasis on wellness, and it’s a path that started before them. A 2018 study from the International Food Information Council shows that among millennials, 80% prioritize health and wellness when making dietary decisions, a considerable difference from the 64% of baby boomers. This focus encompasses not only physical health but also extends to emotional and social well-being, all areas that Gen-Z now consider in every action they do.
A report by the American Psychiatric Association underscores Generation Z’s proclivity for seeking therapeutic interventions: 37% of Gen Z individuals have engaged in treatment or therapy, surpassing figures for Millennials (35%), Gen X (26%), Baby Boomers (22%), and the Silent Generation (15%).
This shift finds its roots in the core of the Generation Z – a deep commitment to holistic well-being. Every action they take, every purchase they make, it’s oriented towards making their life a better one. When it comes to alcohol, they are now “sober curious”, but what does this mean, for them and for the alcoholic industry, and what role plays the influencers and content creators?
What it is to be sober curious
Within this evolving context, the drinking habits have changed, mirroring Gen Z’s health-oriented mindset. An expanding category of non-alcoholic beverages reflects heightened demand and innovative offerings, with projections indicating a 25% growth between 2022 and 2026, rooted in moderation rather than outright abstention.
Solène Marchand, head of marketing for Pernod Ricard’s non-alcoholic products, notes that “71% of consumers of these novel non-alcoholic spirits also consume alcoholic spirits.” Here is where the term “sober curious” is born.
86% of Gen Z consumers accord equal importance to mental health and physical health in their considerations surrounding alcohol consumption.
For Gen Z, being “sober curious” encapsulates a heightened awareness of the impact of alcohol on well-being, both physically and mentally. This generation places a premium on holistic health, valuing mental clarity, emotional equilibrium, and physical vitality. The term “sober curious” doesn’t necessarily imply complete abstinence from alcohol, but reflects a conscious decision to question and moderate drinking habits.
This shift in behavior reverberates across industries, prompting businesses to take note and adapt: from alcohol-free spirits to zero-proof cocktails, the market is responding to this emerging trend by offering products that cater to the “sober curious” demographic; this impacts from new businesses to communication strategies, as highlighted in Samy Alliance’s study about Ready To Drinks beverages forecast in 7 leader markets.
The role of influencers in the “sober curious” era
Influencers are key in this matter, since they act as relatable role models, sharing their personal journeys of navigating social scenarios while prioritizing well-being. By openly discussing their “sober curious” choices, influencers demystify the concept, creating a safe space for young adults to explore their own preferences without societal pressures. Also, there has been a huge rise of “wellness” influencers that speak on why a certain lifestyle is the one to follow, and the audiences react to that.
The presence of influencers normalizes opting for non-alcoholic alternatives, validating Gen Z’s decision to choose moderation or abstention. Whether they’re reviewing alcohol-free spirits, sharing zero-proof cocktail recipes, or recounting their experiences at alcohol-free events, influencers offer tangible examples of how to infuse the “sober curious” mindset into daily life.
Influencers amplify the conversation surrounding responsible drinking and mental health, especially in an era where they are all trying to have more emotional responsibility with the content they consume and the products they purchase . They engage in candid dialogues about the holistic benefits of embracing a mindful approach, aligning with Gen Z’s emphasis on mental clarity and emotional well-being. This not only resonates with their audience but also prompts industry stakeholders to reevaluate their offerings.
Peering into the future, projections spotlight Generation Z’s impending ascendancy. By 2030, they are poised to constitute a substantial 30% of the workforce, wielding a cumulative income estimated at $2 trillion. This imminent prominence positions them as a force of unparalleled influence, set to reshape all industries’ landscapes to harmonize with their preferences and needs; even if the low-alcohol beverages face challenges related to prizes, Gen-Z’s purchase power is increasing and they are willing to pay more for products that match better their lifestyle.
As the alcoholic industry has been put in danger because of the so feared phrase “Gen-Z don’t drink”, the truth is that they actually do, but just do it differently. That’s why adapting to them and their sober curious lifestyle is the best way to be in their life as a good, healthy and empathic option. To do this, brands must understand that all the content they’re adoring from influencers and content creators is orientated to well-being, personal growth and comfort.
These influencers dedicate themselves and their platforms to promote healthy lifestyle and personal care, so creating new products cannot focus only on saying that the drink is appealing, but to give proper options that match all the Z needs: low-alcohol, low or sugar free, apt for celiacs, eco-friendly, natural flavours… the list is long, but so are the relationships that can be built if things are made right for them.
In addition to reviewing the brand’s Key Performance Indicators (KPIs) after the end of a campaign, it is recommended to analyse whether the marketing actions have had an impact on the conversation about brand perception (SOV and sentiment) on digital platforms or whether it has gone unnoticed.
How do you know if marketing actions are having an impact on brand perception?
More and more brands want to measure the results of their campaigns and know if they have had a real impact on the audience or if the action has gone unnoticed as a result. Previously, brands used to measure the impact of campaigns thanks to word of mouth, and many now digitised even measure the impact based on the results collected by their social networks, but how do they ensure that marketing actions have had a real impact on the audience, how can they measure if the audience is talking about the campaign, how do they find out if the sentiment generated has been positive or negative, how do they identify if the opinions can be positive or negative, and how do they identify if the opinions can have a positive or negative impact on the campaign?
It is at this point that Social Intelligence becomes important to justify why we should measure the impact of campaigns beyond the results that are stipulated in internal KPIs.
The aim of this article is to explain why it is important to measure the impact of campaigns beyond the internal review of KPIs, i.e. to find out if the campaign has had an impact on user perception using two measurement metrics: conversation volume (SOV) and generated sentiment (positive, neutral or negative).
What is brand perception and why measure it?
A user’s impression, opinion or registration of a brand, product or organisation is defined as brand perception. A consumer’s perception can be influenced by previous experiences (beliefs, habits, word of mouth, or tastes) which can sometimes help to favour or disfavour brands, and it is for this very reason that it is recommended to measure the impact that a campaign may have had once the action has ended in order to then measure whether or not the consumer’s perception has changed.
How can we measure brand perception?
When measuring consumer perception we are going to take into account two metrics, firstly, the volume of conversation (SOV) because we want to know if users are talking about the brand and to what extent and, secondly, the sentiment of the conversation because we want to know the organic opinion of the consumer (positive, neutral or negative). This data will help us to know the perception that users have of the brand by comparing these results in two different time periods: pre- and post-campaign. In this way, knowing the situation of the brand before and after the action, it is possible to corroborate whether the marketing actions have had any impact or repercussion on the conversation.
What does the Social Listening process consist of and how can it help to understand brand perception?
The Social Listening approach begins with the configuration of the tool, this is known as the set-up, which consists of writing a query composed of all the essential keywords for our brand or topic to investigate, as a good data result will depend exclusively on how well the search is written. After writing the query and downloading the data, the review and cleaning process begins, sometimes chaotic, to ensure that the results match the parameters that have been set for the search. This step sometimes requires several revisions to ensure a good degree of quality in the data sample. The last step in the listening process is to analyse the data in order to extract insights and learnings that help us understand the user’s current perception of a brand or topic, and what are the key learnings to improve and modify their communication.
What are the findings useful for?
The insights and learnings extracted from the different digital conversations are intended to provide answers to business questions and to support decision-making (strategy, business, communication, etc.). Moreover, they can be an additional and complementary source of data to traditional research. Therefore, the information gathered through analysis allows brands to know and understand where their brand reputation stands according to consumer perception and what other elements found can serve as a guide in future marketing campaigns.
Do you measure brand perception? Start now
Monica del Dedo – Senior Research & Insights Analyst
Are streaming platforms using influencer’s content to leverage their presence in media?
That’s the question that popped out in our heads when we started seeing different streaming platforms releasing docuseries and special programs about influencers’ lives, such as Georgina by Netflix, The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video, or even hosting different kinds of events with world-recognised streamers, like Ibai Llanos and Twitch. What would they do for this course of action? What would they expect from these collaborations?
To understand this match and how it could be made in heaven, we need to establish some ground:
- The number of subscriptions to online video streaming services worldwide reached 1.1 billion in 2020
- The most popular type of digital subscriptions are streaming services, which 90% of consumers subscribe to, according to a survey ran by Forbes.
- Consumer interest in video game streaming is growing rapidly among users and is a $9.3 billion per year industry.
- Americans spend an average of 13 hours and 11 minutes a day using digital media.
- Total video streaming time by users increased by 18% from 2021 to 2022
Now, if we cross the evident data that we have about the interest of current generations on streaming platforms with their love and admiration for influencers, we have a great opportunity for the streaming brand that is beyond any direct marketing they could do.
How to attract customers? They have billboards, marketing campaigns, social media presence… How else can they stand out among each other? The answer is, of course, with influencers. And not in a traditional way.
By partnering with influencers, brands can access their established communities and leverage their authentic influence and fanbase to indirectly promote the streaming brand. As in today, brands need to start leveraging all connection points they have, and reaching media outlets and social media is kind of hard if you’re not the center of attention… But you can be.
That’s what they have learned so far. They don’t need to make it about themselves, but to give users a reason to talk about them without them even focusing on the brand, but their original and proprietary content, and this means: creating content around influencers
Authenticity and genuine connections are key elements of influencers; they make audiences need to see themselves as close to them, so streaming platforms are an ideal place to offer users meeting points, building trust and increasing engagement by transferring influencer sentiment to the brand.
THE CASES: NETFLIX AND AMAZON PRIME
To prove our theory, we ran a social listening exercise to understand the impact some docuseries have had on their production brand. In this specific case we are talking about Georgina by Netflix, and The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video.
Georgina by NETFLIX The Ferragnez by Amazon Prime Video. Dulceida Al Desnudo by Amazon Prime Video. General NewsShare of voice 53% General NewsShare of voice 60 % General NewsShare of voice 40% TwitterShare of voice 22% TwitterShare of voice 25% TwitterShare of voice 39% Youtube Share of voice 13% Blogs Share of voice 7% Youtube Share of voice 10%
We looked for the share of comments or mentions that the platforms had in relation to the influencers name and content, and as we can see, most of the share belongs to media outlets. Without needing to launch a campaign, both Netflix and Prime achieved to dominate the media space by leveraging the relevance that influencers have for audiences.
THE CASE 2: LIVE STREAMING, TWITCH AND IBAI’S KINGDOM
Aside from the benefits of creating proprietary content around influencers to attract attention not only by the fans but also by media channels, platforms such as Twitch also offer advertisers unique opportunities to create immersive experiences that go beyond traditional advertising formats. Features such as live chats and exclusive promotions allow brands to foster direct interactions with viewers, leading to increased engagement and a sense of community around the brand.
- By 2022, Twitch had 140 million unique monthly visitors, with 107,800 live Twitch broadcasts going on at any given time.
- According to our surveys, 6% of Gen-Z are already discovering new products or services on Twitch
We need to remember that younger generations are looking for places to connect and feel free of sharing their interests and needs, and that’s why these spaces are so sacred and relevant for them. This is the reason why the recent law regarding the content restriction imposed by the European Camera could represent a huge pain for brands, streamers and audiences; if they feel they’re being controlled, this could affect the whole dynamic established, and most likely would imply that they’ll go find that connection elsewhere.
But, as long as the platform is still a safe-place for the niche communities, it can become a paradise for users (and, therefore, for brands). Such was the case of “La Velada del Año 3”, an event hosted by the Spanish streamer Ibai Llanos, where he showed a live boxing event that already gathered over 65 thousand people in the stadium Cívitas Metropolitano in Madrid, Spain, with guests such as Quevedo, Feid, Ozuna, Duki, Nicki Nicole.
- 3.4 millions of users connected for +8 hours on a livestream.
- Viewers’ peak: 3.449.999M
- Average number of live users: 2,893,443M
- Unique viewers: 15,197,859M
- Broadcasting time: 8h and 13m
- Live views: 100,435,114M
This has become, officially, the stream with the most views in history.
But why is this happening? Because of the power of influencing. Public figures like Ibai Llanos represent the new idols, people that are already an expert on some matter and that leverage platforms to connect to the audiences in a different and constant way. We all daydream about meeting our idols, but the streamers connect with their communities on a daily basis, making them engage more with the content and feeling like they are, basically, the closest people to them; promoting support, empathy and affection.
In fact, NOBOX’s strategy for Emperador® Xtra Power® as a sponsor got millions of people to see the iconic characters, “THE EMPERADOR® GUARDIANS”, accompany Rivers in her epic entrance to the ring, being one of the most mentioned of the event. This simple but powerful action allowed them to be on everyone’s lips, including those of other brands, media and influencers, without them even realising it, positioning the brand as the ideal ally of the biggest streaming representative in Latin America.
So, instead of spending all the budget on billboards or campaigns to tell the communities that a brand care about them and their interest, some of them are already getting involved with their passions, such was the case of ElPozo King Upp, Mahou, Grefusa, Alsa, iGraal, Spotify, PlayStation, Coca-Cola and Revolut, sponsors of La Velada del Año, knowing that being connected to streamers and Twitch means being connected to the Gen-Z and Alpha.
Representation matters, and queer influencers are key to achieve this.
That’s the starting point to write this piece. But, do we actually understand why? Well, because before 1994 when Ikea launched the first ad with two same-sex couple, queer people have never seen themselves represented in any kind of advertising; it’s not only about selling products or services, but feeling a connection with the content you consume, and therefore being able to imagine yourself in that context. When you don’t have representation, there is a lack of connection.
As society progresses towards inclusivity, the presence of LGBTQ+ influencers plays a vital role in fostering empathy and understanding on this matter; audiences crave the opportunity to see, connect, and interact with these influencers, because they see themselves projected on them. Through authentic stories and relatable experiences, LGBTQ+ influencers have the power to bridge gaps and inspire genuine connections, giving to the communities what they need so much: a place to belong.
Queer influencers and their audiences
Niche communities are rising since the past years, and these small groups share a strong point of similarities that make them feel like family, but the numbers of them are not small: about 7.1% of American adults identify as lesbian, gay, bisexual or transgender, according to a Gallup poll conducted in 2022, up from 5.6% in 2021. The proportion jumps to 21% for adult members of Generation Z, and many younger consumers say they want to see inclusive ads, but not only during Pride Month.
Actually, Harris Insights & Analytics, stated that 67% of consumers think Pride Month has become too commercialised, and consumers are quick to call brands out when their messaging doesn’t measure up. We need to remember that these consumers won’t hesitate to stop their relation with brands if they don’t align to their words and values in all sense, including the actions they do in terms of representation.
For the past 10 years, the rise of the influencers has been the lead when choosing to connect to audiences, and LGBTQ+ influencers offer audiences authentic narratives and stories that resonate deeply. By sharing their personal content, struggles, and triumphs, they provide a sense of relatability and understanding that becomes a bridge between them, helping individuals feel seen, understood, and accepted; with this, the brand that talks thought the influencer finds an opportunity to connect with an effective audience.
According to a study conducted by Out Now, 62% of LGBTQ+ individuals feel that social media influencers are essential in helping them explore and express their identity.
Seeing LGBTQ+ influencers in influencer marketing campaigns sends a powerful message of inclusivity and acceptance; it’s not only about the struggle anymore, but about being able to have a good, recognised life that inspires others. It allows individuals from the LGBTQ+ community to see themselves reflected positively in mainstream media, validating their identities and experiences. For those outside the community, it fosters empathy, breaking down barriers and stereotypes of the “being different”, and promoting a more diverse and inclusive society.
- According to The New ConZumer Journey, 58% of Gen-Z shoppers have purchased a fashion item outside of their gender identity, compared to 40% of Millennials or 22% of Gen Xers – showing a deep sense and need for inclusivity and gender fluidity
- In another finding of Nielsen states that 76% of respondents said they think brands can influence the evolution of LGBT rights. 64% of consumers worldwide will buy or boycott a brand based on its stance on social issues.
For and by queer community: representation and safe spaces
Influencer marketing provides a unique opportunity to create safe spaces for LGBTQ+ individuals and their allies. Queer influencers often cultivate supportive communities, where individuals can engage in discussions, ask questions, and seek advice. These spaces foster a sense of belonging and understanding, empowering individuals to embrace their true selves. Audiences value these safe spaces, appreciating the chance to connect with like-minded individuals and form meaningful connections within a supportive community.
- 71% of consumers surveyed by Forbes stated that they expect brands to promote diversity and inclusion in their online advertising, but more than half (54%) don’t feel fully represented in online ads
- The study also found that 59% of consumers are more loyal to brands that commit to inclusion in their online advertising and 59% of that group prefer to buy from such brands.
Influencer marketing featuring LGBTQ+ influencers challenges stereotypes and preconceived notions about gender, sexuality, and identity. By sharing their diverse experiences, LGBTQ+ influencers break down societal barriers, encouraging individuals to question and redefine their understanding of gender norms and sexual orientation, opening their minds to welcome all kinds of personal preferences.
Queer influencers possess the power to inspire social change and advocate for LGBTQ+ rights and inclusivity. Through their platforms, they raise awareness about important issues, share educational resources, and encourage activism. Audiences are drawn to these influencers’ passion and dedication, often feeling inspired to join the movement for equality and social progress. Their representation in influencer marketing amplifies the voice of marginalised communities, promoting empathy, ally-ship, and positive change, all characteristics of a more empathetic generation.
According to our studies 70% of younger consumers are more trusting of brands that represent genuine diversity in advertisements, and 49% of them have stopped purchasing from a brand that did not represent their values.
The empathetic power and the impact of LGBTQ+ representation in influencer marketing extends far beyond commerce—it touches hearts, changes minds, and contributes to a more inclusive and compassionate society, and we, as marketers, have the responsibility to keep opening spaces and platforms for them to grow and reach broader audiences; there is a lot of work left to do, but we have walked a long path since 1994, and we are just aiming for a more equal and healthy future.
- According to The New ConZumer Journey, 58% of Gen-Z shoppers have purchased a fashion item outside of their gender identity, compared to 40% of Millennials or 22% of Gen Xers – showing a deep sense and need for inclusivity and gender fluidity
In the ever-evolving landscape of influencer marketing, two factors play a pivotal role in achieving success: selecting the right influencer and crafting compelling content. At SamyRoad, drawing from over 10 years of experience, we understand the importance of staying abreast of content trends to ensure our campaigns remain relevant.
Actually, a Hubspot’s industry study revealed that 71% of marketers witnessed higher quality customers and traffic from influencer marketing channels compared to other sources. This highlights the immense potential of influencer marketing when executed effectively, but, how to assure we are doing it right? When there are so many factors to have in mind?
Users and why they crave educational content
The first step is to know who are we trying to reach and meet and, as in today, we can all agree that the landscape is focused on Zillennials (the cluster between Millennials and Gen-Z), Gen-Z and Alpha users; all of these are strongly different among each other, although they have something very particular in common: they categorically reject straight advertising.
The most notable characteristic that these generations show is the need for inclusion, authenticity and transparency; they need a place to belong, with authentic and caring content that resonates with them and is honest with them, otherwise users will reject the content if they sense it’s too one-sided. They know what information they can access and are smart enough to find out and express disappointment if they feel the brand or influencer has lied to them or withheld information.
If we judge based on the most liked and shared content on social media, and the most prominent social media and social platforms as in today, such as Reddit, Discord and TikTok, we can find out a truth: they are information-hungry users – and not only that, they are also fast-paced – which gives us the best combination possibly in terms of content creation: educational content, and matching that with influencers is a success path.
- TikTok had a total of 78.7 million users in the United States. Around 37.3 million of these users belong to Generation Z.
- Twitch attracted a staggering 1.35 trillion minutes of worldwide watch time each year on 2022
- In 2022, Reddit had over 1 billion global user visits, with 69% of users expressing respect for brands present on the platform, and 61% indicating a higher likelihood of trusting brands that actively engage on Reddit.
How to leverage the educational content and new formats?
It has become evident that educational content creators hold a unique position in imparting knowledge, data, resources, expertise, and insights across a myriad of industries. These creators possessed a profound understanding of their subjects, having studied, taught, and immersed themselves in their respective fields.
In today’s digital age, consumers have developed an innate habit of seeking essential information about products and companies before making even the simplest of purchases. According to Forbes, over 82% of shoppers rely on their devices to look up items while standing in a physical store, placing their trust in digital information rather than solely relying on their senses, and it has been so for the past years. Brands that recognize this shift in consumer behavior have better opportunities to improve their visibility and reputation journey.
The solution lies in forging education-based partnerships with influential figures across social media platforms. Unlike traditional campaigns that place products front and center, educational influencer campaigns focus on creating “Aha!” moments. Instead of aggressively pushing for immediate sales, they seek to empower users with valuable insights they wouldn’t have realized otherwise, and that’s all the motivation they will need to go from the meeting to the purchase point, but they need to go by themselves.
And here is where the new formats get in handy, because there are places that are not as saturated as other platforms yet, and brands can find niche communities to connect with.
NEW PLATFORMS: TWITCH CASE
Twitch, for example, has an user base of over 8.042MM AU and a significant portion of beauty enthusiasts also being video game enthusiasts (39% playing video games and 22% enjoying esports), offering a unique and less saturated environment for beauty brands to connect with their target audience.
Twitch has caught the attention of beauty brands, including MAC, who have already ventured into this space. This shift in focus from cosmetics companies towards Twitch is a noteworthy development, considering that just over a year ago, a Twitch user named yayayayoung claimed that “The beauty space is pretty much non-existent on Twitch.”
By embracing Twitch and adopting an educational content approach, beauty brands have the opportunity to captivate Twitch’s audience by delivering valuable insights, tutorials, and discussions related to beauty products and techniques through streamers, gamers and other influencers that align with the platform and brand at the same time. This strategic move not only enhances brand visibility but also builds trust among consumers.
The combination of Twitch’s growing popularity and the educational content approach empowers beauty brands to stand out, connect with their audience, and establish themselves as pioneers in this space.
The success of educational content
Has we have seen, one of the industries that has been able to produce and leverage educational content as an incentive for users to not only follow them on social media but to actually appreciate and take advantage of their content (which, in terms of KPIs, is determined by using metrics such as saves, shares, views, etc.), is the cosmetics industry.
Brands such as Miravia, whose app has an integrated segment of tips for different types of users, and then leads to products that could match the need or tip they are giving, Eucerin, which has a section of research and explanations on its website, or Skin Generics, which echoes the benefits of its products through influencers who teach how to create a good routine for each person, are an example of how brands don’t need to say, but show that they care about their communities.
Educational content takes on various forms, catering to different levels of complexity and engagement. It could be as simple as a series of quick how-to guides or a short and snappy TikTok tutorial, or as “complicated” as an elaborated new format or feature in the app. Regardless of the format, the primary goal is to provide value to website visitors and potential customers, fostering a positive brand image.
The power of educational content extends beyond acquiring new leads or driving traffic to your website. It serves as a support system, enhancing the user experience and enabling customers to extract maximum value from your products or services. Moreover, it presents an opportunity to build an online community around your brand, fostering meaningful interactions and discussions, and living by the state of “show, don’t tell” as the strategy that is actually making a difference among younger generations.
As of today, educational content has been established as a driving force behind successful campaigns; prioritizing the needs and desires of consumers, rather than solely focusing on product advertising, delivering valuable information, brands establish trust and authenticity among their community and therefore can create a lasting impact and pave the way for organic sales growth.
In today’s digital age, the rise of social media has given birth to multiple types of influencers; from social causes to educational and even animals, influencers are the voice and sometimes even the face of brands nowadays; they dedicate themselves professionally to create digital content to promote products and services through trust and their relation with their community; while some use the terms “influencer” and “content creator” interchangeably, there are actually distinct differences between the two.
According to Forbes, content creators are “individuals who produce original content across various digital platforms with the goal of creating an engaged following.” They specialise in creating content that speaks to a specific niche audience, whether it be beauty, fitness, food, or another area of interest. They typically have smaller, more dedicated followings that appreciate their expertise and authenticity.
On the other hand, influencers are those individuals who have amassed a large following on social media and have built a level of trust with their audience. They use their platforms to promote brands and products to their mass audiences, often relying on their personality and lifestyle to connect with followers.
The main difference between creators and influencers is their focus on audience engagement versus reach, since creators typically focus more on engagement, building a tight-knit community of followers who engage with and appreciate their content. Meanwhile, influencers focus more on reach, using their large audiences to promote brands and products to a wider demographic.
What does this mean for brands looking to partner with content creators or influencers?
The answer lies in understanding the specific goals of your brand. If you’re looking to reach a large audience and build brand awareness, partnering with an influencer may be the way to go. However, if you’re looking to target a specific niche audience and build brand loyalty, partnering with a content creator may be more effective. Actually, as we indicate in our study about Decentralised Communities, niches are perfect for building authentic peer to peer relationships with people based on shared interests, a strong sense of belonging and a true spirit of co-creation.
Even then, while there are differences between influencers and content creators, the two categories are not mutually exclusive. Many influencers are also content creators, and vice versa. The key is to understand your goals and find the right person to partner with, because as we contrasted in another study about consumer’s behaviour, the decentralised platforms are getting more attention each day; only last year both Discord and Reddit received +55K mentions in English and Spanish social media markets, but the leadership is still on Twitch, which received over 600K mentions. This means that even influencers and brands are considering and starting to be present in these platforms with different strategies, so it’s not a creatorspace only anymore.
We need to emphasise that both content creators and influencers play a valuable role in a brand’s social media strategy, and brands should take the time to research and find creators and influencers who align with their values and target audience, because they will transfer their image and feeling of trust to the communities and, therefore, become a bridge between the brand’s goals and the user’s needs, so the profiles need to be precisely tailored to not be seen as a cold strategy.
To choose the right influencer and/or content creator
From our ten years of expertise we have realised the relevance of having the proper tools and services to support brands in optimising their digital marketing strategies, that’s why we have acquired and developed AI-based tools to help us identify those content creators or influencers that could make the difference in a brand’s strategy. Our process begins with a thorough digital strategy audit, which assesses brand reputation and compares it with competitors, offering valuable insights into a brand’s current position and potential opportunities.
To stay ahead of the curve, we analyse the latest consumer trends and social media content, utilising social listening techniques to identify the topics that resonate most with audiences. Our advanced ShineBuzz AI technology enables us to identify the most suitable Key Opinion Leaders (KOL) from a pool of over 120 million; then we have Deepfy, a platform that identifies superfans, super content and a reliable performance benchmark with direct competitors. When combining all these tools, we can ensure successful social media campaigns
This technique employs sophisticated analytics to identify niche influencers as well as non-influential individuals who are driving conversations on social media within specific territories and, by examining the affinity between influencers and brand profiles, we create awareness among target audiences.
With this approach, we aim to empower brands to predict, plan, and report on their influencer marketing campaigns by providing valuable insights into market benchmarks and performance metrics, enabling brands to make informed decisions and achieve optimal results.
Then we can come to terms with the “influencer” and “content creator” concepts; because even if they are often used interchangeably, there are distinct differences between the two and brands should understand their goals and target audience to determine whether partnering with a content creator or influencer is the right move. Both creators and influencers can play a valuable role in a brand’s social media strategy, and finding the right person to partner with is key.
Exploring Generational Differences in Online Engagement
Social media has become an integral part of our daily lives, shaping the way we communicate, share information, and connect with others. From the baby boomers to Gen Z, each generation has embraced social media in unique ways, influencing trends and online behaviours and understanding the space each generation finds themselves in, in terms of social media, is crucial to shape strategies personalised enough to catch their attention.
- Facebook users in the USA aged 50-64 accounted for 29% of the platform’s user base.
- Instagram predominantly attracts users in the 18 to 29-year age group, representing approximately one-third of all users.
- Twitch has gained popularity among younger users in the U.S., with 80% of its user base falling between the ages of 18 and 39.
- Despite being associated with Gen-Z, TikTok’s user base is nearly evenly divided. Approximately 39% of users are aged 18-29, while 30% fall within the 30-39 age group. This indicates a significant presence of Millennials and Gen-X users, highlighting the platform’s broader appeal beyond Gen-Z.
The thing is that advertising has evolved around Gen-X and Millennials, therefore, brands are already used to shaping their strategies dedicated to them, but how to hyper-personalise strategies for the rest of them? Let’s get into this:
Gen Z: Shaping the Future of Social Media
Gen Z, also known as the iGeneration, has grown up in a world dominated by social media. Platforms like Instagram, TikTok, and Snapchat have become integral parts of their social interactions, self-expression, and personal branding. Gen Z values authenticity, inclusivity, and meaningful connections. For businesses, engaging with Gen Z requires an understanding of their preferences, values, and the ability to create authentic, relatable content. Influencer marketing, user-generated content, and interactive experiences are key strategies for capturing the attention and loyalty of Gen Z. It’s important to separate this strategy from Millennials, since the latest will value more practical content, and the first preferes honest, humoristic and sarcastic one.
Zillennials: The lost child of Gen Z and Millennials
Zillennials, often referred to as the cusp generation, sit at the intersection of Gen Z and millennials. They exhibit characteristics and behaviours of both generations, making them a unique group to target on social media. Zillennials grew up with social media, but also experienced life before its ubiquity. They are digital natives who embrace technology but also value real-life experiences. Zillennials prefer platforms like Instagram, YouTube, and Twitter, and are drawn to content that is visually appealing, informative, and entertaining. Businesses can engage with Zillennials by creating content that bridges the gap between Gen Z and millennial preferences.
They represent the generation comprising about 20.35% of the US population, and are worthy of a niche marketing approach. With 54% of them being fully employed, they find themselves in the sweet spot of purchasing power. Moreover, in the next 10 years, Zillennials will constitute the majority of the racially diverse population, further emphasising the need to cater to their unique preferences and engage them effectively. This demographic represents a valuable market segment that brands should prioritise in their marketing strategies to tap into their potential and maximise business opportunities.
Gen Alpha: The Digital Natives
Gen Alpha represents the youngest generation, born from 2010 onwards, who have grown up surrounded by technology and social media. While they may not have their own social media accounts yet, Gen Alpha is highly influenced by the digital presence of their parents and siblings. They engage with social media through family-shared content and kid-friendly platforms like YouTube Kids. As this generation grows older, they will become an important demographic for businesses to consider, requiring age-appropriate and family-oriented content strategies.
Understanding the generational differences in social media usage is key for businesses and brands to effectively engage with their target audiences. From the untapped potential among boomers to the tech-savvy Gen Z, the unique characteristics and preferences of each generation present opportunities for connection, engagement, and brand growth. By tailoring strategies and content to meet the specific needs and preferences of each generation, businesses can leverage the power of social media to build strong relationships and drive success in the digital age.
Boomers: Embracing the Digital World
When it comes to social media, baby boomers were the latecomers. And maybe it might appear like it’s not worth preparing social strategies for them, but it could not be more wrong. Initially hesitant to adopt new digital platforms, boomers have gradually embraced social media as a means to connect with family, friends, and even rediscover lost connections. Facebook has emerged as a popular choice among boomers, providing a space for sharing memories, photos, and engaging in conversations. However, there is still an untapped opportunity for businesses and brands to target this generation with tailored content and relevant campaigns. Boomers are active consumers and represent a demographic with significant purchasing power, making them an attractive market segment.
Also, we cannot ignore the increasing representation of grandfluencers on TikTok, but that will be a matter for another discussion.
We all already understand why brands need to unlock new avenues to connect with their target audience and foster brand awareness; the market is overloaded and we need to find a way to stand out, that’s why we will delve into a crucial aspect of this dynamic landscape—the difference between the real audience and the effective audience. This demarcation carries immense significance for brands and their influencer marketing strategies, empowering them to make savvy decisions and achieve exceptional outcomes.
Real Audience: Size Isn’t Everything, But It’s a Start
The real audience—the coveted number of followers, subscribers, or viewers that an influencer commands across various social media platforms. It’s a quantitative metric that exemplifies an influencer’s reach. Many brands find themselves drawn to influencers with a vast real audience, assuming that a wider reach inherently leads to magnified results. But let us not be misled by sheer numbers alone.
Effective Audience: Where Engagement and Relevance Reign Supreme
In the realm of the effective audience, we shift our focus from the numbers to the subset of an influencer’s real audience that exudes genuine engagement, responsiveness, and the propensity to act upon the influencer’s content and recommendations. This concept directs our attention to the quality and relevance of an influencer’s followers rather than the sheer quantity. It’s there where the true magic happens.
Real Audience and Effective Audience.
Why does this matter?
- Targeted Reach: by embracing the effective audience, brands embark on a journey of reaching the right people—the individuals most likely to harbour a genuine interest in their products or services. A smaller but highly engaged and targeted audience possesses the power to deliver exceptional outcomes in terms of brand awareness, engagement, and conversions.
- Authenticity and Trust: the very essence of influencer marketing rests upon authenticity and trust. An influencer with an engaged and effective audience often enjoys a profound connection with their followers. When the influencer wholeheartedly supports and endorses a brand, their followers bestow trust and act upon their recommendations, fostering stronger brand-consumer relationships.
- Meaningful Engagement: Brands yearn for more than just passive glances. They crave meaningful interactions and conversations. By prioritising engagement metrics like likes, comments, shares, and click-through rates, brands gain insight into the level of audience interaction and interest. An engaged effective audience signifies that the influencer’s content resonates with their followers, paving the way for captivating discussions and heightened engagement rates.
- Higher Conversion Rates: The true measure of influencer marketing success lies in its ability to drive conversions. An effective audience, brimming with individuals genuinely interested in the brand and its offerings, possesses a greater likelihood of conversion. A diligent focus on the effective audience amplifies the chances of achieving the desired return on investment (ROI) from influencer marketing campaigns.
In the world of influencer marketing, the real audience size merely scratches the surface. The effective audience, consisting of engaged and interested followers, holds the key to unlocking success. By acquainting themselves with the distinction between the real audience and effective audience, brands gain wisdom to make informed decisions when selecting influencers, devise targeted campaigns, and achieve remarkable outcomes in brand awareness, engagement, and conversions. Prioritising the effective audience enables brands to forge genuine relationships with their cherished consumers and maximise the impact of their influencer marketing strategies.
How to find the effective audience?
The identification of the target audience is of immense importance, and the real challenge is to accurately assess an influencer’s effectiveness. However, brands can find peace of mind in using data and technology as powerful tools. At SamyRoad, we believe strongly in leveraging data and technology to navigate the complexities of each campaign. In a world where accurate measurement is key, every detail matters, and data becomes a source of substantial power.
A deep understanding of the latest consumer trends and social media content is essential, and that’s why we advocate the use of social listening to identify the topics that generate meaningful engagement among audiences. Our ShineBuzz AI technology is a reliable solution that allows us to identify the ideal match from over 120 million Key Opinion Leaders (KOLs) for successful social media campaigns.
To further enhance our approach, we added Deepfy to our toolkit. This powerful platform allows us to identify niche influencers, non-influencers, high-performing content and valuable opportunities among competitors that are driving social media conversations within specific territories. In addition, we conduct analysis to determine the compatibility between influencer profiles and brands, which facilitates the creation of targeted awareness campaigns.
Through our comprehensive set of tools and services, we enable brands to predict, plan and evaluate their influencer marketing campaigns. Our insights provide valuable understanding of market benchmarks and performance metrics, enabling brands to make informed decisions and maximise the impact of their influencer collaborations.
In the data-driven landscape of influencer marketing, target audience identification serves as a compass that guides brands to success. By harnessing the power of data and technology, brands can unlock the true potential of influencer marketing, fostering meaningful connections and achieving remarkable results.
In this advertising world there is space for everyone, but activism and influencers are getting closer than ever
Social media allowed us, as a society, to do things that we have never done before. From connecting with people all over the world to having a space to express ourselves, concerns, likes and dislikes of everything around us and even, sometimes, changing the social landscape. And that might be where the activism and influencers came together.
Users have become more conscious and compromised with their values and beliefs with the passing of the years, especially Gen-Zers, who have a huge access to information and are very aware of their impact in terms of consumption; what may have stayed on the streets in 1950 as a fight for social causes, now have found a digital platform to maximise and enhance the message. Then, any person who has something to fight for, can do it online too. And fighting can have many meanings, since we do not need to go violent to make a change.
And that’s where activism and influencers came together. Many of the most influential people these days are people who defend a social cause and stand for it, and they have a large base of supporters because, thanks to social media, they can reach a vast number of people who have the same pain or worry, the same core values and love to be inspired to actually become part of the change they want to see in the world. Somehow, they see influencers as leaders, and are more than happy to be part of the community.
Activism and influencers… Are they real?
Absolutely yes. These are influencers who do not sell any product, do partnership for payment nor “sell themselves”. The reason for their success in social media is due to the way they communicate their social causes: they truly work for what they believe in, and use social media to expand their reach or even getting help to achieve some specific goal.
They don’t even wait for brands to reach out to them to help, they will go and find a way even by themselves; they just think what’s the activity they need to do to help their cause and go for it, and people follow and support them; of course, if a brand or any company support them in terms of logistics, reach, production or finance, it’s a perfect match. Partnering with these kinds of influencers can be a huge goal in terms of credibility and gaining trust, but it cannot be done only because of their reach or as a marketing strategy.
“People like to see brands commit to a cause (…) I’m not interested in promoting a product that I know is not going to be good. And besides, people notice.” – Connie Isla, argentinian influencer, to The Clarín. – “It’s quite a dangerous role (to be an influencer), because there are no rules on how to communicate. It is unfair to follow someone you like, but who constantly uploads content with subliminal messages because they are paid. You choose to follow the person, not the number of brands that finance your life. If you have followers, you have a responsibility.”
Most of the time, these are regular citizens who advocate for a specific issue they care about, but they can be professionals as well, celebrities or even content creators. The only requirement is that you actually care what you stand for and live by it.
In terms of specific areas, there are as many causes as human spectrums: LGBTQI+ rights, veganism or special diets, feminism, environmental crisis (ecoinfluencers or greenfluencers), social equal rights, racial inclusion, sexual and gender diversity, mental health, body positivity, illnesses and diseases, particular needs… These are only a small number of categories, if there is such a name.
It is a consequence of your “what for”. In other words, influencers become referents by the way they convey their cause. – Lino Hassan, social and environmental causes influencer.Lino Hassan, social and environmental causes influencer.
Brand’s role in activism and influencers campaigns
If a brand wants to get involved, they need to get involved for real. As explained by Isla, people will tell and reject if they sense the collaboration is not for the cause itself but to “wash” the brand’s image.
A key to make sure a brand is connecting the right way with the influencer and the cause works by two ways:
- The value and morals of the brands coincide with this influencer
- The brand takes the initiative and contact with the influencer to work together to have better results (that will impact directly in the effectiveness of the campaign for the cause)
Incorporating an influencer into an advertising campaign can enhance the brand’s credibility as the influencer is seen as an authority figure within their respective community. The public trusts that the influencer would only share products or services that align with their values, thereby improving the brand’s reputation. Also, the influencer’s endorsement can generate a positive impact on society and increase the brand’s reach through viral publications.
As we are constantly bombarded with countless messages and information, people will connect better through the content they actually feel related to, and activism and influencers are two powerful meeting points for them.
By collaborating with committed influencers who use their voice to support social causes and create impactful and persuasive speeches, they can differentiate themselves and communicate their message in a clear and effective manner, with the ultimate goal of being part of the solution for a society pain (or, at least, doing their share of help). With the support of committed influencers, brands can make a positive impact on society and enhance their reputation by aligning themselves with meaningful causes.
We must all do our part
Some of them aren’t dedicated entirely to their social cause, but include it as a part of their social media content, and since this is the honest and real part of them it’s perfectly fine, since the opinion, interest and passions are part of their life and not their job. Either way, we believe it would be better if we just show you some influencers who matches their activism with their social media work:
- Lino Hass – Greenfluencer – Instagram – TikTok
- Santi Maratea – Social causes – Instagram – TikTok
- Connie Isla – artist, veganism and greenfluencer – Instagram – Tiktok
- Carlota Bruna – ecoinfluencer – Instagram – TikTok
- Victoria Moradell – ecoinfluencer – Instagram – TikTok
- Teresa López – body positive – Instagram – TikTok
- Spencer Barboza – body positivity – Instagram – TikTok
- Grace Beverly – green and positivity influencer – Instagram – TikTok
- Zinnia Kumar – antiracism influencer – Instagram
Influencer marketing has become an increasingly popular tool for brands to connect with their target audience on social media. However, with so many brands jumping on the influencer bandwagon, it can be challenging to stand out and make an impact. To take your influencer marketing strategy to the next level, you need to incorporate paid media and data intelligence.
Thyga brings creativity, data and strategy together to create the most efficient paid media plan at a fraction of the cost. And, by being part of the Samy Alliance network of digital agencies, SamyRoad can integrate efforts with Thyga to boost the results of our campaigns.
We focus on four key pillars: finding the right person (overcoming targeting restrictions to ensure only the target audience is exposed to the campaign), partnering with innovative social platforms, utilising relevant influencers and ambassadors, and optimising the media spend to conversion rather than just engagement.
Thyga uses unique research, creative, and influencer capabilities to improve media performance. As a paid media agency obsessed with delivering the right message to the right person, the data-driven approach allows us to understand your audience better, deliver effective messaging, and reach them with higher cost efficiency.
Our data intelligence suite is used to identify the right influencers to work with. By analysing data on social media engagement, audience demographics, and interests, we can identify the social media authors who are most likely to resonate with your target audience. This ensures we find ultra relevant influencers that are more effective in driving engagement and conversions for your campaigns.
With this approach, Thyga can use paid media to amplify the reach of influencer content, ensuring that it reaches a wider audience that may not have seen the post organically. And, with that, we track the performance of your influencer campaigns by monitoring metrics, comparing them with our predictions and therefore gaining insights into what’s working and what’s not. This information can be used to optimise future influencer campaigns and improve ROI.
Our ultimate goal at Thyga is to increase the effectiveness and precision of your influencer marketing strategy. We do this by leveraging top-notch influencer content, tracking campaign performance in real-time, and having the guarantee of results. With over 10 years of experience creating innovative and disruptive experiences, our team of experts is committed to helping your brand reach its target audience on social media in the most effective way possible.
For more information on Thyga, visit our website or get in touch at email@example.com
SIZES, NICHES AND HOW TO CHOOSE THEM
It’s clear that influencer campaigns are a highly effective strategy, as evidenced by the fact that 8 out of 10 marketers plan to allocate 10-20% of their budget towards it in 2022-2023. Actually, the market size of influencer marketing is projected to reach $21.1 billion, according to Viralyft.
What all these numbers reveal? That brands and businesses recognise the value of influencer marketing, not just for increasing awareness, but also for driving sales. In fact, our study, State of the Influencer Marketing, shows that 36% of marketers consider driving sales to be the most important conversion metric for their IM strategy.
The rise of influencers has created a booming “creator economy,” revolutionising the way businesses and brands engage with consumersForbes, 2023
Truth be told, influencer marketing is a profitable business. Various media outlets and studies have highlighted the key elements of an effective marketing strategy, including setting clear goals, selecting the right influencer, considering their reach and expertise, ensuring brand values align, developing a content strategy, and measuring results. The question, now, is how to achieve these goals.
In the Influencer world, there is room for all sizes and territories
Regarding the “size” or “reach” of influencers, it is outdated to believe that the largest influencer is always the best choice just because of that. Several factors must be taken into consideration, including the niche we are trying to reach as a brand, whether it’s our established target audience or a new business opportunity.
Actually, selecting hyper-specialised influencers is becoming increasingly popular, with some brands finding their work to be more relevant and relatable to their fanbase, which provides a great opportunity for local and regional influencers as well.
However, the main question remains: how do we filter, select, and develop a strategy with the right influencer? Many CMOs and CEOs are concerned with this issue. Fortunately, through innovation in technology and solutions, we have discovered a way to achieve these goals.
The role of AI in Influencer Marketing Campaigns
In today’s influencer marketing industry, artificial intelligence (AI) is revolutionising the way brands identify and collaborate with influencers. By analysing key data such as engagement rates, audience demographics, and content quality, AI-powered systems can help brands efficiently and effectively select the right influencers for their campaigns, saving valuable time and resources.
We have taken our 10 years of experience in the field to develop our own AI tools that enable us to plan, strategize, create, execute, and evaluate influencer marketing campaigns with unparalleled precision and customization. Our AI-based approach ensures that each campaign is tailored to the unique needs of our clients, delivering optimal results every time.
Influencer campaigns tools: we take the high Road
We offer a range of tools and services to help brands optimise their digital marketing strategies. We start with our digital strategy audit, which measures brand reputation and compares it to competitors, giving us valuable insights into a brand’s current position and potential opportunities.
This way we can analyse the latest consumer trends and social media content, using social listening to identify the topics that generate the most traction among audiences. Our ShineBuzz AI technology helps us identify the best match among over 120 million Key Opinion Leaders (KOL) for successful social media campaigns.
In addition, we use advanced analytics tools to identify niche influencers and non-influential characters who are driving conversations on social media in specific territories. We also analyse the affinity between influencers and brand profiles to create awareness among target audiences.
Our technology provides optimal benchmark prices for each influencer, taking into account performance KPIs, demographics, platforms, and formats. We also monitor campaign success and analyse KPIs of each publication comparatively, to determine the effectiveness of each influencer and compare strategies with competitors.
With this suite of tools and services, we help brands predict, plan, and report on their influencer marketing campaigns, providing valuable insights into market benchmarks and performance metrics.
Influencer marketing is here to stay as a powerful tool for brands to reach potential customers throughout various stages of their decision-making process. With the help of AI technology, brands can now identify the right influencers to collaborate with more efficiently and, combining the human expertise, develop hyper-personalised campaigns that resonate with their target audience and achieve their business goals of digital strategy, unlocking the full potential of influencers.
Influencer marketing has become an essential tool for brands to connect with their target audience, and that’s already said and set, embraced by companies of all sizes. As the industry continues to grow and evolve, it is crucial for brands to keep up with the latest trends in influencer marketing to stay ahead of their competitors, and the way to go on this is by understanding the shape of influencer marketing strategy for these upcoming years
“Brands are increasingly recognising influencers as professional publishers with valuable audiences (…) Even behemoth social media companies recognise the pull influencers have in connecting people and keeping them engaged on their platforms—so much so that they’re actually designing some of their new features specifically to support creators’ business efforts ”Forbes, 2023
The need for authenticity: believe the expert
Authenticity has become a buzzword in the influencer marketing world. Both brands and consumers are becoming more aware of fake followers and fake stats on social media, and users resent that. They are not looking for perfect idols anymore, but authenticity and realness. Brands that collaborate with influencers need to ensure that the influencers they work with have an actual and genuine connection with their audience, and have a place among them as equals.
In 2023, we can expect to see brands focusing more on authenticity and collaborating with influencers and niche influencers who have an honest connection with their audience, based on interests and talents.
Consumers are more likely to trust an influencer who they perceive as an expert in their field, this means that brands need to work with influencers who have a solid understanding of the industry they are promoting, but also rely on their knowledge and expertise; no one understands the target as they do.
Partnering with influencers who have an intimate knowledge of their niche will enable brands to establish a deeper level of trust with their target audience, thus significantly improving their likelihood of success in influencer marketing campaigns. To achieve this, choosing the right influencer is key.
Exploring the Metaverse
The Metaverse needs no explanation at this point, and it has become an exciting platform for brands to connect with their target audience, offering new spaces, goods, and experiences worldwide – all from the comfort of each individual’s home.
One of the most interesting aspects of the Metaverse is the possibility of having virtual ambassadors, also known as digital influencers. These are characters developed by brands or individuals that can represent them in the virtual world and, getting ahead of the upcoming Fashion Week, beauty and fashion brands are the ones rocking these virtual ambassadors, showing how amazingly effective they can be in promoting products and the brand itself in the Metaverse.The use of virtual ambassadors is just one example of the many opportunities that the Metaverse offers to brands. As more and more people spend time in this virtual world, brands have the chance to engage with their target audience in new and innovative ways. By building a presence in the Metaverse, brands can create a unique experience for users and establish a strong connection with their audience that can translate into increased brand awareness and loyalty.
Live shopping is becoming increasingly popular in the influencer marketing world. It allows consumers to interact with influencers in real-time and purchase products directly from the live stream, a whole entertaining and unique experience.
The game changer here is to build confidence: people want to be sure about what they are buying, as well as excited to see their favourite influencer talk about it.
According to Statista, the primary benefits of livestream shopping globally are the ability to access exclusive discounts and use it as a source of inspiration and ideas. Additionally, 31% of respondents stated that this purchasing channel enabled them to shop smarter and make more informed buying decisions.
Therefore, we can assure that collaborating with influencers to host live shopping events will represent a great strategy in the upcoming years, and it will result in a highly engaging and interactive shopping experience that will significantly increase the possibilities of consumers making a purchase.
As stated in our report “The rise of niche communities”, with this action involved in a strategy brands will have direct access to the target audience, meaning they can talk and communicate with them directly. Not only will they increase loyalty towards the brand, but also will get first-hand insights, challenges, goals and feedback.
Either way, users are extremely jealous and protective with their close spaces, therefore the best way to access to them is through niche influencers; who’s that might not seem as shiny, but have the strongest bond in the community, and understanding why they are there is the base to give proper information that will result into buying decisions for them.
Why are communities looking for decentralised spaces?
Discover new things 77% Connect with people who have similar interests 66% Find funny/entertaining content 62% Keep up with the news/current events 60% Ask a question to people knowledgeable about a topic 60% To seek honest advice 55% Get a recommendation for a product/service to buy 54% To have a safe space to share ideas, thoughts, etc. 49% To have genuine conversations with other people 44% To share advice 38% As we can see, it’s not only about showing off a product in these spaces, it’s about offering a solution based on the interests of people who belong there. And that’s why we, as brands, need an insider.
Best Platforms to be IN
In today’s ever-changing digital landscape, influencer marketing has become a crucial tool for brands to connect with their target audience. As the popularity of social media continues to grow, so does the number of platforms available for influencer marketing. While Instagram, TikTok, and YouTube are currently the most popular platforms for influencer marketing, it is important to note that the best platform for your brand may differ based on your industry and target audience. For instance, a brand that caters to young people may find TikTok to be the best platform, while a brand targeting professionals may find LinkedIn to be more effective.
Looking ahead, we can expect to see more brands explore new and emerging platforms for influencer marketing. Clubhouse, the audio-based social media app, has already gained significant traction among certain audiences, and brands are starting to take notice. Similarly, Reddit, Twitch, and Discord are all platforms that have the potential to become popular for influencer marketing in the near future.
By staying informed on the latest trends and platforms, brands can stay ahead of the curve and effectively reach their target audience through influencer marketing.
Down to business: is it worth the Investment?
Influencer marketing has been proven to be a valuable tool for brands to reach their target audience and increase brand awareness. By connecting with their audience in a more authentic and personal way, brands can increase sales and revenue. As such, we can expect to see more brands investing in influencer marketing, since 8 out of 10 marketers intended to dedicate from 10% to 20% of the marketing budget to Influencer Marketing in 2022, given the potential for high returns on investment.
However, influencer marketing is an ever-evolving industry, and brands need to stay up-to-date with the latest trends to stay ahead of competitors. It’s, indeed, a huge effort and strategy that needs to guarantee that this ally will retrieve the investment in terms of growth and driving sales, and understanding the needs of brands and considering the over 90.000 content creators that signed up for TikTok only in 2022, we saw the need of developing specialised high-tech tools to assure effective influencer marketing campaigns.
Influencer Marketing Over the Decade: A Transformational Journey
Over the past ten years, influencer marketing has undergone a fascinating metamorphosis, evolving from an emerging phenomenon to an essential element in brand marketing strategies. Ultimately, we’ve come to understand that the best approach is to make every impact count, guiding the evolution of education on influencer marketing in parallel with platforms and audiences.
From Creators to Storytellers
In its early stages, influencers were primarily seen as creators of visually appealing content. However, the last decade has witnessed a profound transformation, with influencers becoming true storytellers. According to data from a GlobalWebIndex survey, 68% of consumers consider an influencer’s authenticity crucial when making purchasing decisions.
As influencer marketing matured, challenges emerged in measuring real impact. Beyond superficial metrics like “likes” and followers, brands found the need to assess genuine engagement and brand perception. A Nielsen report indicates that 84% of global marketing specialists consider ROI measurement one of the significant challenges in influencer marketing.
Due to these metrics, justifying the investment in influencers became a central theme. As brands sought to compare influencers with other strategies, it became evident that the emotional connection and personalization offered by influencers generated not only direct revenue but also loyalty. Data from a Linqia study reveal that 57% of marketers believe influencer marketing outperforms other forms of advertising in terms of generating loyal customers.
This is based on two key elements: authenticity and transparency. At SamyRoad, always striving for the best possible match between influencer briefs and client expectations, coherence between the two is critical in collaborations. Consumer trust, essential for long-term success, is built on the foundation of authenticity. With stricter regulations, such as those established by the Federal Trade Commission (FTC), brands have had to prioritize transparency in their collaborations.
In recent years, we’ve witnessed a significant evolution in regulations regarding influencer advertising. The FTC, for example, has intensified its efforts to ensure that collaborations are clearly labeled as advertising. This evolution has led to increased awareness of ethical practices in influencer marketing and strengthened the trust relationship between brands and consumers.
The Future of Influencer Marketing
Looking ahead, collaborations between brands and influencers are heading towards greater regulation and transparency. Additionally, the integration of new technologies like artificial intelligence promises even deeper personalization in identifying and collaborating with influencers. Brands that embrace these trends and adapt to emerging regulations will be better positioned to maximize the effectiveness of their influencer marketing strategies.
Every post, every collaboration, every shared story matters. They are bridges that build trust, create communities, and impact not only metrics but also hearts and minds. Ultimately, influencer marketing is not just about products or services; it’s about people, experiences, and the magic of connecting in a digital world.