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Stay up to date with the latest trends and insights in the influencer marketing world.

  • Influencers vs Content Creators: how to choose them?

    Date: June 1, 2023

    Categories: Influencer Marketing, Social Media

    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.

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  • Social Media Through the Ages: Each to their own

    Date: May 30, 2023

    Categories: Influencer Marketing, Social Media

    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.

    Source

    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. 

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  • Decoding Real Audience and Effective Audience in Influencer Marketing

    Date: May 26, 2023

    Categories: Influencer Marketing, Social Media

    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?

    1. 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.
    2. 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.
    3. 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.
    4. 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.

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  • Activism and influencers: the real actors

    Date: April 21, 2023

    Categories: Influencer Marketing, Influencer World, Influencers, Social Media

    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:  

    1. Lino Hass – Greenfluencer – Instagram – TikTok
    2. Santi Maratea – Social causes – Instagram – TikTok
    3. Connie Isla – artist, veganism and greenfluencer – Instagram – Tiktok
    4. Carlota Bruna  – ecoinfluencer – Instagram – TikTok
    5. Victoria Moradell – ecoinfluencer – Instagram – TikTok
    6. Teresa López – body positive – Instagram – TikTok 
    7. Spencer Barboza – body positivity – Instagram – TikTok
    8. Grace Beverly – green and positivity influencer – Instagram – TikTok
    9. Zinnia Kumar – antiracism influencer – Instagram 

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  • Thyga: taking influencer marketing to the next level

    Date: April 5, 2023

    Categories: Influencer Marketing, Social Media, Tech & Entertainment

    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 contact@thyga.com

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  • Influencer campaigns guide:

    Date: March 23, 2023

    Categories: Digital Influencer, Influencer Marketing, Influencer World, Influencers, Tech & Entertainment

    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 has grown from 8.2 billion USD in 2019 to 16.4 billion USD in just two years.

    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 consumers

    Forbes, 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.

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  • The future of Influencer Marketing: live now

    Date: March 19, 2023

    Categories: Data & Metrics, Influencer Marketing, Influencer World, Influencers, Social Media, Tech & Entertainment

    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

    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.

    Niche Influencers

    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 things77%
    Connect with people who have similar interests66%
    Find funny/entertaining content62%
    Keep up with the news/current events60%
    Ask a question to people knowledgeable about a topic60%
    To seek honest advice55%
    Get a recommendation for a product/service to buy54%
    To have a safe space to share ideas, thoughts, etc.49%
    To have genuine conversations with other people44%
    To share advice38%
    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.

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  • Spark Ads on TikTok: what are they and how do they work

    Date: August 9, 2021

    Category: Social Media

    Spark Ads on TikTok

    TikTok is trying new things. As news broke in the media that the platform was testing a Snapchat-like concept for stories, the platform unveiled Spark Ads.

    The global launch of this new form of advertising will allow brands to grow through real connections with the user community, elevating and sharing relevant native content.

    What is Spark Ads?

    According to TikTok for Business, this new type of ads is: “a new native-like ad display format. Brands will be able to promote their own organic videos and/or amplify creators’ content in an immersive, full-screen, auto-playing native video format.” 

    These videos will be able to be placed as In-Feed or TopView ads in the “For You” feed, among user-generated content. 

    With its launch, the platform aims to create a unique solution for brands to consolidate their presence in a natural and unobtrusive way. Spark Ads is based on the idea of starting conversations and aims to increase interactions between brands, creators and the community.

    How does it work?

    They are a native advertising format that allows you to run ads using your own TikTok account or a content creator’s account with their permission.

    Within the TikTok Ads Manager, Spark Ads only allow the following targets and products: 

    • Auction Ads: Reach, video views, engagement (Beta), traffic, conversion and app install targets.
    • Booking Ads: Reach and Frequency (Beta)

    If we talk about how Spark Ads look, we are talking about organic videos belonging to an existing TikTok account (commercial, creator or normal user). 

    In terms of specifications, there are no creative restrictions whatsoever in terms of video appearance, resolution, file type, etcetera. Basically, as long as the video is already published, it can be a Spark Ad.

    What can you do with Spark Ads?

    This ads allow brands to amplify existing organic videos that match their campaign objectives. Brands can now leverage creative content and connect with creators to help them bring their products and services to life. 

    In this sense, brands looking to build a strong content strategy can amplify original creative videos through Spark Ads.

    In addition, they can also increase community engagement with Duo-enabled features, making it easier to create more creative stories.

    Spark Ads enables brands to create more lasting and authentic connections in the community, while delivering sustainable and impactful business value. 

    With them, brands can track trending content and support other great campaigns. To acquire first-party data, TikTok uses pixels, though users must opt-in on iOS.

    What are the benefits of this kind of ads?

    There are several points highlighted by the platform that show the value of Spark Ads.

    It is a sort of hybrid format between ads and organic content that helps brands to be perceived as native and authentic TikTok brands thanks to its 100% native in-feed format and to the fact that it provides a better experience, generating greater trust through real accounts, with all the benefits that this entails.

    Not only that, but TikTok points out that Spark Ads can generate lasting marketing impact. These ads drive traffic to a profile rather than a landing page, generating long-lasting connections and being a starting point for creating communities and building culture within the platform.

    According to data provided by TikTok, with Spark Ads (if we are talking about the auction mode), we see a notable increase in performance in:

    • Video viewability metrics: 58% increase in 2-second VTR, 66% increase in 6-second VTR and 30% increase in video play rate compared to nother kind of ads. 
    • Engagement metrics (Beta): 170% increase in % of paid comments, 100% increase in % of engagement and 222% increase in % of likes compared to non-Spark ads. 
    • Conversion metrics: 42% increase in immediate CVR compared to non-Spark ads. 
    • Cost metrics: 35% decrease in 2-second CPV, 39% decrease in 6-second CPV compared to non-Spark ads. 

    Want to learn more about how to create an engaging, natural and organic strategy for your brand?

    SamyRoad is part of Samy Alliance, where we are experts in digital marketing, offering 360 solutions that are tailored to our clients’ needs.

    If you need help or want more information, don’t hesitate to contact us.

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  • The Podcast: Why consider it and how to use it in marketing

    Date: August 4, 2021

    Category: Social Media

    Podcast and Marketing

    The podcast is here to stay. Increasingly embraced by well-known figures and professional media, this type of content is making the leap to anonymous individuals and also to large brands and agencies seeking to generate engagement in a non-invasive and qualitative way.

    Who said that radio was an endangered medium? Like others, the audio-only format has evolved, transforming and adapting to new user needs. According to a study conducted by the specialised platform Discovery Pods, 82.4% of podcast fans listen more than seven hours a week and 59% say they spend more time listening to podcasts than on social networks.

    A podcast can accompany the user on a journey, while commuting or travelling to the other side of the world, while working or doing some kind of chores, or simply in their free time. And this is also useful for brands, especially because it is sought-after content that is consumed with a very high degree of interest, something that is in short supply in the age of the attention economy and dual screens.

    Whether creating a podcast as branded content or simply advertising on one, companies can benefit from this rising trend. What’s more, 55.6% of respondents say they have purchased a product after hearing about it on a podcast. 

    This type of content can be found on multiple platforms, notably Spotify and Audible (Amazon), with paid, freemium or free formats. All of them offer content of all types and topics, creating the possibility of reaching more general or specific targets.

    According to Statista data, in 2019, the top 5 podcasts with the highest revenue were, at an international level: The Joe Rogan Experience, hosted by Joe Rogan himself, comedian and former athlete, My Favorite Murder, belonging to the popular True Crime theme, The Dave Ramsey Show, a Morning Daily Show, Armchair Expert, hosted by actor Dax Shepard, a talk show with a touch of comedy, and The Bill Simmons Podcast, with content focused on basketball.

    Coffee break and podcast

    Why is it important to consider the podcast when creating a digital marketing strategy?

    Podcasts are considered, according to a Comscore study, to be the least intrusive form of digital advertising. They also have the ability to forge a greater sense of intimacy between the presenter and the listener, and this intimacy creates a feeling of trust.

    Approximately 80% of listeners have reacted to hearing announcements introduced by a podcast host, whether it be researching a product or service, connecting with a brand on social media, discussing it with a friend or making a purchase.

    Listeners are also more receptive when listening to podcasts because this type of content captures attention in a way that other media cannot. 

    As noted above, many consumers play podcasts in the background while multitasking, but still absorb the information. “60% of our audience says they tune in to podcasts for education,” Spotify reports, “and two out of three podcast listeners give them their full attention.

    Different ways to advertise on a podcast:

    • Pre-Roll: this is the announcement that appears at the beginning of a show. It is usually announced by the presenter or another voice, and it makes it known that the episode or podcast is sponsored by a specific brand.
    • Mid-Roll: once the first half of the podcast has finished, approximately, there is an intermission in which the presenters introduce announcements, take a break or simply take a moment to thank the sponsors for their collaboration with the podcast.
    • Post-Roll: at the end of the episode, or at the end of each episode if it is always the same sponsor, during the farewell they take the opportunity to thank the sponsor for their support.

    This is not the only way to create announcements or sponsorships within a podcast, there are several different styles of announcements including the following:

    • Announcements narrated by the host of the podcast: when it is the hosts and/or regular contributors to the podcast themselves who carry out the announcement, a sense of credibility and trust is generated.

    These types of announcements are close to the “shout-out” or endorsement of a brand by a public figure. They can be scripted or completely improvised by the presenter and always follow the dynamics of the podcast in a natural way.

    • Hybrid or produced commercials: this type of commercials are introduced as a wedge within the show, and are often given a lead in advance. They tend to attract attention because they are accompanied by music or sound effects and are usually narrated by a voice other than that of the presenter/presenters.
    • Branded Podcasts: nowadays, the best way to generate content on various platforms is through sponsored content. The fact that a brand itself, without being invasive, generates interesting content or that content is generated with the excuse of being sponsored is successful, as it does not force an advert on the audience and it is interesting content regardless of whether it is sponsored or not.

    This type of sponsorship goes beyond a simple thank you from the presenters. The brand can be the creator, with the contributors belonging to the brand or simply by embedding the content within their other networks or domains, clearly showing, thanks also to the style, that they are the owners of the content.

    We can help you

    Today there are many types of native advertising, branded content and digital marketing elements adapted to different social platforms, reaching audiences in a less intrusive, more organic and honest way.

    At Samy we are experts in 360 solutions for your brand. If you have any questions or curiosity about how we can help you, don’t hesitate to contact us.

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  • Why big brands hire Influencers

    Date: July 11, 2021

    Categories: Influencer Marketing, Influencer World

    Big brands and influencer marketing

    Just like brands that have yet to make themselves known, large companies, although already established, need to remain top of mind for consumers, adapting to new forms of advertising and marketing as they emerge and evolve.

    This is why, as we mentioned previously in another of our articles, the importance of keeping up to date with Advocacy Marketing and, specifically, Influencer Marketing, is essential in the world of advertising.

    Influencer Marketing continues to be one of the most effective ways of reaching the target market for each product. Each profile offers unique characteristics that allow the brand to connect with a particular type of consumer.

    What is the need for a brand to collaborate with an influencer?

    Brands need to approach and connect with their audience in a subtle way, avoiding invasive marketing techniques and obsolete commercial messages. They also need to humanise their brand and present themselves as beneficial to their target audience.

    Consumers are better informed than ever before and they also care more about receiving real, honest and more personalised advertising than traditional marketing.

    Big brands have a reputation for being somewhat detached from the reality that surrounds them and having the help of profiles that humanise them is essential nowadays to carry out effective advertising.

    An influencer marketing campaign can provide everything that big brands have been losing over the years, the credibility of customers and potential customers, visibility in front of their target, loyalty and engagement generating a sense of community.

    Why is the figure of the influencer important?

    An influencer brings the experience of using the product, the personal touch to the content created and the charisma of a person that a neutral advertisement cannot provide to a brand.

    It is important to know how to choose the right profile for the campaign to be effective, which is why agencies specialised in influencer marketing are a key element in this type of campaign. 

    Using profiles that really generate engagement, knowing who has among their followers the target that the company is looking for and being able to create campaigns that follow the branding line of companies, especially large and consolidated companies, is essential to carry out an efficient campaign.

    We can help you

    At SamyRoad we are experts in influencer marketing campaigns and we have been working for years with big brands to help them to keep positioning themselves while maintaining the values that define their brand. We also provide, as part of Samy, proper expertise in Advocacy Marketing through our 360 grades solutions.

    If you want to know more, do not hesitate to contact us.

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