social media

What do you feel like reading today?

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

  • Descifrando la audiencia real y la audiencia efectiva en el marketing de influencers

    Date: June 6, 2023

    Categories: Influencer Marketing, Social Media

    Todos entendemos por qué las marcas necesitan abrir nuevas vías para conectar con su público objetivo y fomentar el reconocimiento de marca; el mercado está saturado y necesitamos encontrar una manera de destacar, por eso nos adentraremos en un aspecto crucial de este dinámico panorama: la diferencia entre la audiencia real y la audiencia efectiva. Esta demarcación tiene una gran importancia para las marcas y sus estrategias de marketing con influencers, capacitándolas para tomar decisiones inteligentes y lograr resultados excepcionales.

    Audiencia Real: El tamaño no lo es todo, pero es un comienzo

    La audiencia real: el codiciado número de seguidores, suscriptores o espectadores que un influencer tiene en diversas plataformas de redes sociales. Es una métrica cuantitativa que ejemplifica el alcance de un influencer. Muchas marcas se sienten atraídas por los influencers con una amplia audiencia real, asumiendo que un mayor alcance conduce automáticamente a resultados amplificados. Pero no nos dejemos engañar solo por los números.

    Audiencia Efectiva: Donde la participación y la relevancia reinan supremas

    En el ámbito de la audiencia efectiva, desplazamos nuestro enfoque de los números al subconjunto de la audiencia real de un influencer que muestra una participación genuina, capacidad de respuesta y disposición para actuar en función del contenido y las recomendaciones del influencer. Este concepto dirige nuestra atención hacia la calidad y relevancia de los seguidores de un influencer en lugar de la mera cantidad. Es ahí donde ocurre la verdadera magia.

    Audiencia Real y Audiencia Efectiva

    ¿Por qué es tan importante destacar la diferencia?

    Alcance Dirigido: al abrazar la audiencia efectiva, las marcas emprenden un viaje para llegar a las personas adecuadas, es decir, a aquellos individuos que tienen un genuino interés en sus productos o servicios. Una audiencia más pequeña pero altamente comprometida y enfocada tiene el poder de ofrecer resultados excepcionales en términos de reconocimiento de marca, participación y conversiones.

    • Autenticidad y Confianza: la esencia misma del marketing con influencers se basa en la autenticidad y la confianza. Un influencer con una audiencia efectiva y comprometida a menudo disfruta de una conexión profunda con sus seguidores. Cuando el influencer respalda y promociona sinceramente una marca, sus seguidores depositan confianza y actúan en base a sus recomendaciones, fomentando relaciones más sólidas entre la marca y los consumidores.
    • Participación Significativa: Las marcas anhelan algo más que simples miradas pasivas. Buscan interacciones y conversaciones significativas. Al priorizar métricas de participación como “me gusta”, comentarios, compartidos y tasas de clics, las marcas obtienen información sobre el nivel de interacción e interés del público. Una audiencia efectiva y comprometida indica que el contenido del influencer resuena con sus seguidores, allanando el camino para discusiones cautivadoras y tasas de participación más altas.
    • Mayores Tasas de Conversión: La verdadera medida del éxito del marketing con influencers radica en su capacidad para impulsar conversiones. Una audiencia efectiva, llena de personas genuinamente interesadas en la marca y sus ofertas, tiene una mayor probabilidad de conversión. Un enfoque diligente en la audiencia efectiva amplifica las posibilidades de lograr el retorno de inversión (ROI) deseado en las campañas de marketing con influencers.

    En el mundo del marketing con influencers, el tamaño de la audiencia real apenas rasca la superficie. La audiencia efectiva, compuesta por seguidores comprometidos e interesados, es la clave para alcanzar el éxito. Al familiarizarse con la distinción entre la audiencia real y la audiencia efectiva, las marcas adquieren sabiduría para tomar decisiones informadas al seleccionar influencers, diseñar campañas enfocadas y lograr resultados notables en términos de reconocimiento de marca, participación y conversiones. Priorizar la audiencia efectiva permite a las marcas forjar relaciones genuinas con sus valiosos consumidores y maximizar el impacto de sus estrategias de marketing con influencers.

    ¿Cómo encontrar la audiencia efectiva?

    La identificación de la audiencia objetivo es de suma importancia y el desafío real es evaluar con precisión la efectividad de un influencer. Sin embargo, las marcas pueden encontrar tranquilidad al utilizar datos y tecnología como herramientas poderosas. En SamyRoad, creemos firmemente en aprovechar datos y tecnología para navegar por las complejidades de cada campaña. En un mundo donde la medición precisa es clave, cada detalle cuenta y los datos se convierten en una fuente de poder sustancial.

    Una comprensión profunda de las últimas tendencias del consumidor y el contenido de las redes sociales es esencial, y por eso defendemos el uso de la escucha social para identificar los temas que generan una participación significativa entre las audiencias. Nuestra tecnología ShineBuzz AI es una solución confiable que nos permite identificar la combinación ideal entre más de 120 millones de Líderes de Opinión Clave (KOLs) para campañas exitosas en redes sociales.

    Para mejorar aún más nuestro enfoque, hemos agregado Deepfy a nuestro conjunto de herramientas. Esta potente plataforma nos permite identificar influencers de nicho, no influencers, contenido de alto rendimiento y oportunidades valiosas entre competidores que están generando conversaciones en las redes sociales dentro de territorios específicos. Además, realizamos análisis para determinar la compatibilidad entre los perfiles de los influencers y las marcas, lo que facilita la creación de campañas de concienciación dirigidas.

    A través de nuestra amplia gama de herramientas y servicios, permitimos a las marcas predecir, planificar y evaluar sus campañas de marketing con influencers. Nuestras ideas brindan una comprensión valiosa de los puntos de referencia del mercado y las métricas de rendimiento, lo que permite a las marcas tomar decisiones informadas y maximizar el impacto de sus colaboraciones con influencers.

    En el panorama impulsado por datos del marketing con influencers, la identificación de la audiencia objetivo sirve como una brújula que guía a las marcas hacia el éxito. Al aprovechar el poder de los datos y la tecnología, las marcas pueden desbloquear el verdadero potencial del marketing con influencers, fomentando colaboraciones significativas y resultados sobresalientes.

    Read more

  • 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.

    Read more

  • 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. 

    Read more

  • 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.

    Read more

  • 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 

    Read more

  • 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

    Read more

  • 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.

    Read more

  • 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.

    Read more

  • Social animals and the future of social media

    Date: July 1, 2022

    Category: Social Media

    I feel very fortunate to be part of the generation that experienced the transition from the analogue to the digital world. I was neither too old nor too young. It allowed me to understand the potential of new technologies and simultaneously experience it as something almost magical: the first email, the first web page, the first search engine… A new world to be discovered, and every day was an adventure.

    But the unforgettable memory that blew my mind was when I was visiting a friend, and he showed me the chat on a page called ole.com. He said, “I’m talking live with other people”. That was witchcraft! To talk to people worldwide in real-time on the computer was completely revolutionary for me. 

    We were living in the early days of the internet with 56k connections, ISDN, and the first ADSL… and we were already using the net to connect with others. Later new sites would call themselves ‘social media”, but these networks were already in place from the beginning of time. We talked to our school friends via messenger, met people with the same interests as us on forums, and shared our first university photos on pages like Fotolog. Social media were always there, although we didn’t call them that. 

    We have empowered our relationships through social media that our physical reality cannot be understood without them. I’m not saying anything new, am I? We all know it, and brands know it. Their perception depends on what they say and do through them, who their digital ambassadors are, and what users talk about. It is well known that a tweet can change your life, and this risk is multiplied infinitely in the case of brands.

    We know the power of Facebook, the revolutions of Twitter, the paradigm shift of TikTok or Twitch… We interact with others, known and unknown, in the same ways. We meet new people, debate, create our own tribes, dogmas, taboos… 

    And now, we are at the forefront of a new community model. Platforms like Discord enable users to create smaller closed spaces only invited people can join. Users enjoy this private space since it is where they can discuss with other like-minded individuals with similar values and knowledge around specific topics. Why should I talk to everybody if I want to interact with particular individuals? This thinking is step-by-step arising, especially after Twitch became the most relevant communication platform of the future.  

    Today, The so-called Internet 3.0 is looming on the horizon, but there is still too much talk about it. We don’t know what’s coming up next, we can only dream about what our following networks will be. 

    Martín Brotons

    Planning and Creative Director at Samy Alliance

    Read more

  • In-Stream Ads by topic, the new Facebook feature

    Date: June 20, 2021

    Category: Social Media

    Image credit: Will Francis

    If you’re talking to everyone, you’re talking to no one

    This is the premise of generic ads or content videos that do not have a clear target audience. Now this is going to change.

    Facebook continues to improve its technical features to help retailers and content creators maximise both their impact and their ability to optimise the audience they are targeting with their ads.

    Although still in beta, the platform has launched a new way to filter the type of video ads to be shown by topics, allowing for even more customisation of the user and potential consumer experience.

    Where can I add them?

    These ads can appear before, during or after the video, or even be static images that accompany it. The minimum time an ad can be shown in a video with automation enabled is 30 seconds, if it is a static image, and 45 seconds if it is a video.

    In order for a content creator to be eligible to add this type of ad, they must have a series of minimum requirements: 10,000 followers or more, 600,000 total minutes with views in the last 60 days, with at least 60,000 minutes of their live videos viewed and a minimum of 5 active videos on their page.

    With ad automation and the algorithm, the platform is trying to get closer to optimising the ads it displays. In this case, Facebook’s ad auction system detects the best time to show an ad to the user.

    In order to choose the best type of ad to show on the videos you need to have some things in consideration:

    • Before the video: These ads, showed before the video, are targeted for users actively searching for an specific content. More views equal more payments for the creator of the content where the ads are showed.
    • During the video: This kind of ad is perfect for videos with natural breaks. Most of the videos are discovered in the news feed of the platform, we recommend creators to schedule their content to show ads during the video.
    • Image ads: these ads are static images displayed below the content. They are perfect for videos where it’s difficult to insert publicity.
    • After the video: This kind of ad can be shown to viewers who did not see ads before the video or image advertising.

    What else is new?

    This is not the only new feature the platform is introducing for advertisers, as it is also currently testing sticker ads that creators and advertisers will be able to add to their stories.  This type of advertising will allow creators to monetise their Facebook stories, receiving part of the profits generated by these stickers.

    In addition, Instagram, a platform owned by Facebook, is testing Reel ads. These ads can be a maximum of 30 seconds and will allow users to comment on them, like, view, save, share or skip them.

    There are undoubtedly many new features coming to the different social networks that will help brands and creators to maximise their advantages and optimise their content.

    Want to know more?

    In SamyRoad we are experts in social networks, if you want to know how we can help you do not hesitate to contact us.

    Read more