• With a meteoric rise to the top of the most downloaded iOS apps, Clubhouse is currently positioned as one of the social livestreaming platforms with the most potential.

    Launched in April 2020, the platform currently has more than 10 million active users per week and expects to reach even more people in 2021 with its arrival on Android in mid-2021.

    What’s so special about Clubhouse?

    Clubhouse is all about the sound. The platform is born from the podcast concept and adds a twist: live and interactive experience. In addition, the invitation-only access and the fact that it is, for the moment, an iPhone-only product, creates a sense of exclusivity.

    The magic of livestreaming, already discussed in our article about Twitch, is based on several key points. On the one hand, we have the dreaded FOMO, fear of missing out, people want to be part of something that is happening at that moment and will only happen at that moment. On the other hand, we have the possibility of active participation by the audience, who can easily become part of the group of speakers.

    The potential of the livestreaming platform

    The platform is still growing and adding more features in a continuous improvement of the platform, focusing on helping creators, improving technicalities and listening to user requests.

    Clubhouse offers a new way for brands to socialise with audiences. There are several ways to do this, here are some of them:

    • Sponsoring a room: Invite people to talk about a specific topic with public sponsorship of your brand.
    • Round tables: create a space for discussion of a specific topic moderated by the brand.
    • Active participation in different rooms: the brand can be a participant in the rooms created by users.

    Dare to be creative

    The fear of unpredictability in the livestreaming world is real, but the possibilities it offers are even greater.

    A prime example of this is the narrative games that are already being played on the platform. As Marketing Directo points out in this article (in Spanish), they have almost unlimited potential for brands.

    On April 17th, a group of users, led by Goya winner for best original screenplay David Pulido, created an investigation game based on the murder on the Orient Express. In this game, users could walk through its carriages and listen to the conversations of its characters to try to find out, through clues and situations, who was guilty of the murder committed.

    Gathering a total of 188 spectators and participants during the more than three hours of the event, the innovative and immersive narrative created by Pulido became a mass success.

    A brand could create, with the help of skilled hands, an original sponsored narrative game that will engage the audience, generating visibility and desired buzz around it, even including prizes for the winner(s).

    Need help or want to know more about livestreaming platforms?

    At SamyRoad, we are experts in partnership campaigns with profiles and creating original and engaging content for audiences.

    If you are interested in learning more about the possibilities of the platforms and how we can help you, contact us.

  • Twitch as an Influencer Marketing platform

    Twitch is, nowadays, one of the main platforms to take into account when carrying out an influencer marketing strategy, thanks to its capacity for reach, engagement and providing the naturalness that brands and users are looking for.

    Social networks are constantly evolving, adapting to the needs of their users and offering continuous modifications and improvements to keep up to date with trends in the digital world.

    At the moment, livestreaming is, without a doubt, one of the concepts most in demand by the public, thanks to both the immediacy of the moment and the generation of the dreaded FOMO.

    And when it comes to livestreaming, Twitch is undoubtedly the king.

    But… What is Twitch?

    Born in 2011, Twitch is a livestreaming platform that gained popularity in the gaming world thanks to its functionalities, which made it easy to show live games, gameplays, as well as live streams simply by talking.

    The peak of the platform was achieved in the early 2020s, when, during the lockdown, many people were encouraged to join as users and feel more like they were in the company of others, and thousands, if not millions, of new viewers were hooked.

    How influencer marketing appears on the platform

    More and more consumers are looking for naturalness in influencers and there is no better way to achieve this than live. In a live show, you can’t predict what is going to happen or what you are going to talk about, and it generates a sense of closeness and direct conversation with the audience.

    Brands definitely recognise the potential of this type of close relationship between influencers and have not hesitated to jump on the streaming bandwagon which, although it carries risks, the benefits it brings are even greater.

    Entertain First, Advertise Second

    Although this concept is increasingly being taken on board by profiles and brands, it is undoubtedly Twitch’s maxim. The consumer does not want to see a clear advertisement when they are navigating their social networks or watching a live stream of their favourite streamer, they want to be entertained.

    Something that brands must assume is that their product is not going to be the protagonist, the protagonist is the entertainment, and therefore the influencer. It is not so much interesting to see the product, although it can be entertaining, as it is to see the streamer’s reaction to the product.

    Why choose Twitch for my brand

    The platform has several strengths that encourage you as a brand to collaborate with streamers.

    • It is multi-sectorial, although most people consider Twitch to be a platform focused on the world of video games, more and more different types of topics are associated with it.
    • More than half of Twitch users are between 18 and 30 years old, 65% of whom are male (according to GlobalWebindex), i.e. an audience that is very difficult to reach by other means.
    • The average Twitch user spends 95 minutes a day on Twitch. These users, or viewers, also become loyal followers of the live streams they watch.
    • Amazon bought Twitch on 2014.Since then its profits have grown to generate $1.54 billion in 2019.
    • Depending on the type of content, we find a niche audience, which helps to reach people with very specific characteristics.
    • Due to its format, Twitch presents new ways to promote your product or service, such as unboxings, giveaways or shoutouts. In addition, you can measure performance by including, if you wish, a direct link to your brand’s e-commerce.

    Want to know more about how to implement it in your strategy?

    The options offered by Twitch are very varied, at Samyroad we have prepared a report on the platform, here you have the preview.

    In addition, we did a webinar on the rise of livestreaming platforms, if you missed it you can watch the full recording here (in Spanish).

    If you want to know more about the possibilities of Twitch, about how to integrate an influencer marketing strategy in your brand or you are just curious to meet us, don’t hesitate to contact us.

    Sources: backlinko, businessofapps, GlobalWebindex, Rockwater
  • How many types of influencers are there? Which are the best profiles for my marketing strategy?

    In Influencer Marketing it is essential to know the types of influencers that exist, the different ways to classify these profiles and to know, thanks to expert help, which are the characteristics that make an influencer the perfect one for your brand.

    There are four main ways of classifying the types of influencers

    Firstly, we would have the classification according to content, i.e. based on the content generated by that profile.

    Secondly, we have the classification according to the size of their audience, since depending on the campaign we want to carry out, we are interested in a more or less defined audience.

    Thirdly, according to the platform, there are influencers known on various platforms but many of them move on a main one, a streamer is not the same as an instagramer.

    Fourthly, we find the classification according to profile, i.e. influencers can be divided according to their professional or personal life.

    Variety of Influencers according to content:

    Influencers by content
    • Fashion:

    The fashion sector is one of the most popular thanks to its versatility. These profiles are mainly focused on clothes and accessories and how to combine both to create different looks.  They usually offer product reviews, promotions, work directly with lines created by different brands, show the “haul” achieved post-shopping and also offer style tips.

    • Beauty:

    Another big sector, especially on networks such as Instagram, but also Youtube. These influencers share beauty tips, product reviews, tutorials and more, and can easily raise awareness about a beauty brand and increase sales. Influencers of this type vary from ordinary people who love makeup to professional makeup artists.

    • Gamers:

    The gaming sector is on the rise, and with it the gamer or caster profile, i.e. professional or semi-professional video game players and also those who narrate competitions in the eSports world. From collaborative videos, gameplays, tutorials to energy drink promotions, the world of gaming is becoming more and more mainstream every day.

    • Fitness

    Healthy lifestyles are something that many of us pursue. Influencers focused on fitness or sports are a motivating element for many of their followers. They endorse sports brands, food and beverage brands related to the health and wellness sector, specific food and fitness programmes, etc.

    Type of Influencers according to audience size:

    Influencers by audience size

    Depending on the type of campaign to be carried out, we benefit from a certain size of audience, at a more general or niche level, when it comes to generating impact. This is why we must define whether we want to have nano, micro, macro or mega influencer. The number of followers of each varies according to different studies.

    • Nano influencers (1K – 10K)

    These are those with a small community, ranging from 1,000 to 10,000 followers. Although their number of followers is smaller, their audience is highly loyal.

    • Micro influencers (10K – 100K)

    Micro influencers’ followers can reach up to 100,000. The fame of most of these profiles was born in the social networks themselves. They have a high level of engagement and a very segmented audience.

    • Macro influencers (100K-1M)

    Macro influencers have between 100,000 and one million followers. Like micro influencers, they tend to be popular thanks to their profile on different social networks. They have a large audience and, in addition, this audience has been cultivated thanks to their continuous relationship with them, so it is a loyal one.

    • Mega influencers (1M or more)

    In this type of influencers we usually find celebrities or previously known personalities, who reach large audiences and therefore, these audiences are highly diversified.

    Type of Influencers by platform:

    The term itself is self-explanatory. Not all influencers use the same platforms to communicate or publish content. Depending on the type of campaign, product or service to be promoted, it is necessary to know whether we need the profile of a streamer, a youtuber, an instagrammer or a twitterer. Each platform has its own characteristics and therefore it is very important to know what type of profile to use.

    Classification of Influencers by profile:

    Influencers by profile

    Finally, we find the differentiation of influencers according to profile. Within this classification we find expert profiles, trend-seekers, celebrities and consumers.

    • Experts:

    These are profiles that have professional knowledge of what they are talking about. They can be techies, personal shoppers, professional make-up artists, etcetera.

    • Trend-seekers:

    They are those who are always up to date. They are always the first to find out what’s coming up and to get hold of them so they can show it to their audience.

    • Celebrities:

    They are public figures who have a large number of followers and use their social networks to be closer to their fans.

    • Consumers:

    Consumers themselves can also be influencers thanks to their interest in sharing opinions or recommendations with their followers. In addition, consumers are also content generators, so brands should take them into account.

    How can we help you?

    Choosing the right profile, according to characteristics, our type of product and the data we want to collect is, on many occasions, a complex task.

    At Samyroad we can help you find the perfect profile for your campaign thanks to our experience as an agency focused on influencer marketing.

    Moreover, at Samyroad we have our own tool, Shinebuzz, which allows us to analytically choose the perfect profiles for your brand and measure the campaign to know its reach and success.

    If you have any doubts or you want to know more about it, don’t hesitate to contact us!

    Want to know more about our expertise? Follow us on LinkedIn!

  • What is Influencer Marketing?

    Date: April 5, 2021

    Influencer marketing is a digital marketing strategy that consists of taking advantage of a public profile and, through collaborations, getting the brand’s message or commercial proposal across.

    Although it may seem simple at first glance, influencer marketing involves a difficulty that arises, firstly, when choosing the profiles that best suit your brand and, secondly, the creation of appropriate content according to the social platform used.

    The value of influencer marketing has been more than backed up by its results and the interest it generates among brands. 

    According to BusinessInsider, investment in influencer marketing will reach $15 billion by 2022. In 2020, 47% of brands were already planning to increase their budget for influencer campaigns. 

    Moreover, this type of strategy generates up to eleven times more ROI than traditional marketing.

    But, what’s an influencer?

    Social networks are the cause of this type of marketing, as they are where the emergence of the well-known influencers has been generated, a figure that nevertheless already existed before in the concept of celebrities.

    An influencer is a person who, thanks to their profile, their way of communicating and the content they generate, has created a loyal audience base.

    The strength of influencers lies not only in their charisma but also in generating closeness and a bond with the public that brands cannot achieve through traditional marketing. People see themselves reflected in the profiles they follow, whether by tastes, lifestyle or values.

    61% of consumers trust social media networks as their main source of information regarding the quality of a product or service. In fact, according to BrandManic, up to 92% of people are willing to trust opinions about brands even without knowing the person making the recommendation.

    In other words, the influence, hence the name, generated by this type of profile is much greater than that generated by a brand profile. Moreover, the public is increasingly demanding more reality, naturalness and content generated by others as opposed to a standard advertisement.

    How to choose the perfect influencer for your marketing campaign?

    67% of brands believe that an influencer marketing campaign reaches much more specific target audiences. In addition, 94% of those who have used influencers for campaigns consider this method to be an effective strategy.

    However, not any influencer will do.

    Brands must take into account a series of essential values to choose the right profiles when carrying out an effective strategy, given that these profiles are the ones that will ensure the success or failure of the strategy. 

    The influencer must share the values of the brand they are going to represent.

    As has been proven with other types of marketing strategies, it is essential to have the ability to quantitatively measure the content and success of the campaign, as well as to know how to judge both quantitatively and qualitatively the different potential profiles from which to choose the perfect match.

    How can we help you?

    At Samyroad we are experts in influencer marketing.

    We have our own tool that allows us to analytically choose the perfect influencer profiles for your brand and measure the campaign to know its reach and success.

    Do you want to know more? Contact us!

  • Pfizer

    Date: April 4, 2018

    Category: Beauty & Pharma

    The one with the 21-day challenge
    CLIENT: Pfizer
    PROJECT: EmergenC
    COUNTRY: Mexico

    The Ask
    The client was looking to communicate a daily use of the product, positioning EmergenC as the perfect ally to keep up with a busy agenda

    The SfB Solution
    Conceptualization of the #EmergenCTodosLosDias 21 day challenge + identification of 15 profiles through Shinebuzz in the following territories: healthy, adrenaline, foods & Lifestyle

    The Key figures
    15 influencers
    15M impacts

        

  • The one where we travelled to Peru
    CLIENT: Perú (Tourism Bureau)
    PROJECT: #EntdeckeDichInPeru
    COUNTRY: Germany

    The Ask
    The client was looking to publicize and drive Tourists to specific areas of the country

    The SfB Solution
    Via Shinebuzz we identified 3 German Vloggers to travel and create content and produced a spectacular aftermovie of the experience

    The Key figures
    33M Impacts
    EMV 4x higher than average

        

  • Crave Crush

    Date:

    Category: Beauty & Pharma

    The one with all the healthy people
    CLIENT: Crave Crush
    PROJECT: #CrushYourCravings
    COUNTRY: United States

    The Ask
    As a new launch, Crave Crush was looking to position their product in a healthy- lifestyle audience and to produce high quality, scalable content

    The SfB Solution
    Audit and recommendation of over 100 profiles + Negotiation and management of final 10 influencers + Delivery of more than 100 pieces of content, including product reviews

    The Key figures
    +100 content pieces
    10 influencers, including an Olympic athlete

        

  • The one where we helped FOX connect with their audience
    CLIENT: FOX CHANNELS
    PROJECT: HI PORTUGAL!
    COUNTRY: Portugal

    The Ask
    Fox Channels launched a new corporate campaign transversal to all their TV networks. The goal was to connect their audience to their content, creating a engagement-oriented campaign called Hi Portugal!

    The SfB Solution
    Identification of influencers through ShineBuzz + creation of an engagement based campaign where influencers reacted live when they favorite Hollywood star said “Hello” on camera directly to them

    The Key figures
    47 pieces of influencer-generated content
    1.1M organic impressions

  • The one where we increased MICROSOFT’s brand awareness
    CLIENT: MICROSOFT
    PROJECT: #BossLadies
    COUNTRY: Portugal

    The Ask
    Microsoft was looking to increase brand awareness and to create high quality content for their digital channels, increasing the loved brand status in Portugal.

    The SfB Solution
    Conceptualization of the #BossLadies campaign, identification of successful professional women through Shinebuzz and production of branded content.

    The Key figures
    29 pieces of influencer-generated content
    $0,10 cost per interaction
    And we made it to the press!

        

  • Corona

    Date:

    Category: Food & Drinks

    The one where we helped CORONA build a Community
    CLIENT: Corona
    PROJECT: #ThisIsLiving
    COUNTRY: Spain

    The Ask
    The brand was seeking to create the Corona Community inspired in the following territories: Music, Travel, Lifestyle and Surf

    The SfB Solution
    Identification of influencers through ShineBuzz + negotiation, management and monitoring of 17 influencers

    The Key figures
    10M total impacts
    6,3% engagement rate