Influencer Marketing

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  • Social Commerce and Influencers: a win-win

    Date: August 13, 2024

    Category: Influencer Marketing

    Today, the union between social commerce and influencers has become an essential strategy for connecting brands with their consumers in an authentic and effective way. This evolution reflects a shift from the traditional Tupperware parties of the 1950s to the sophisticated integration of technology and social media we see today. After the conversation we had on the mAD Podcast with Patricia Aragón and Fabiola Guerrero Ros, we better understand the constant relationship between influencer marketing and social commerce, and how properly leveraging this practice will be crucial for managing strategies that truly influence consumers’ purchasing decisions.

    The Tupperware parties of the 1950s, where hostesses like Brownie Wise demonstrated products in a social setting, are the precursors of today’s social commerce. The difference now is that technology has amplified these interactions, allowing consumers to connect with brands and products through their mobile devices and social media in a more direct and personal way.

    Social Commerce and Influencer Marketing: A Powerful Intersection

    Influencer marketing has evolved significantly over the last decade: what began in the beauty and fashion sectors has diversified, encompassing a wide range of industries. Influencers are no longer just celebrities, but content creators who bring authenticity and closeness to brands through their own professionalism and expertise.

    The key to success at this intersection is the ability of influencers to generate trustworthy and genuine recommendations. This shortens the purchase cycle and builds a more loyal customer base. Additionally, the constant interaction between influencers and consumers creates engagement that benefits both the brands and the content creators themselves.

    Benefits of Social Commerce for Brands

    Social commerce offers brands a unique opportunity to create larger and more qualitative audiences. Instead of focusing all efforts on driving traffic to a website, where elements like UX, UI, and trust throughout the experience come into play, brands can now interact directly with consumers on social platforms, facilitating more effective conversions and strengthening their relationship with the audience.

    Social commerce as a practice allows brands to benefit from more powerful conversion and a sense of familiarity with the consumer. This close connection, provided by influencers, is something that other marketing strategies cannot match, as it is perceived as a much more credible and personal recommendation.

    Facing a VUCA Environment

    The term “VUCA” (Volatility, Uncertainty, Complexity, and Ambiguity) perfectly describes the current environment in which brands operate. In this context, integrating social commerce and influencer marketing presents both challenges and opportunities. Technology plays a crucial role, helping brands capture users’ attention in a saturated digital space.

    The main challenge is to use technology to offer attractive and personalized shopping experiences, leveraging tools such as artificial intelligence and augmented reality. These technologies not only enhance the user experience but also allow brands to quickly adapt to changing market demands.

    Looking to the future, the relationship between social commerce and influencer marketing will continue to evolve. Some emerging trends include:

    • Omnichannel Integration: Social commerce, social media, community management, influencer marketing, and paid advertising strategies must be aligned to create a cohesive experience.
    • Rise of Video and Livestreaming: Video will continue to be a crucial tool, with increasing demand for high-quality content and livestreaming.
    • Personalization and VR/AI: Personalization will be key, with greater use of virtual reality and artificial intelligence to offer unique and immersive experiences.

    In this regard, social commerce and influencers represent the forefront of digital marketing. Brands that know how to leverage this relationship and adapt to new technologies will have a significant advantage in creating meaningful and sustainable connections with their consumers. With a well-structured strategy and a deep understanding of market dynamics, the brands that best adapt and integrate their advertising efforts will be the first in users’ minds.

     

    Patricia Aragón

    Global Director
    Commerce & Innovation – ES&I

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  • Evolution of Social Media and Content Creators

    Date: May 27, 2024

    Categories: Influencer Marketing, Social Media

    The world of social media has come to an end as we know it

    Over the past few years, the landscape of social networks has undergone a profound transformation, leading us to reconsider our perceptions and approaches towards these platforms. While the headline may seem sensationalist, the reality is that social media is no longer just a realm of entertainment and connection; it has evolved into a multifaceted ecosystem where brands, creators, and consumers intersect in complex ways.

    One of the most notable changes is the realisation among brands that they must humanise their presence on social media to effectively engage their audience. This has led to a growing emphasis on leveraging content creators and personalities to embody and communicate the brand’s message. The integration of influencer marketing and social media strategy has become paramount, emphasising the need for a cohesive approach that aligns with long-term objectives.

    This support for content creators clearly differs depending on the brand’s goals in two distinct practices, based on the number of followers of the creators. On one hand, to generate personalised daily content, brands are relying on niche creators who are well-versed in the market and audiences, embodying the brand in a differential way, adding value to their social networks, but also rely on major content creators, who generate a greater impact and attribution of values.

    Hence why we also need to deep dive into how we are performing influencer marketing campaigns, understanding there is a strong fatigue due to content over-saturation and we need to pin-point all the steps among the campaign to ensure better results. Our Influencer Fatigue study goes deeper into this matter.

    “Implementing a social strategy with Influencer Marketing as part of that discipline allows us to approach the audience in a more authentic and entertaining way, which leads to greater engagement and will help us to take the next step in social media, where the performance goal is increasingly present.”

    Social Media = social commerce

    Another notable change we are witnessing in the evolution of social networks is based on a new functionality that goes beyond mere entertainment or connection; it now encompasses commerce. Platforms like TikTok are pivoting towards social commerce, introducing features such as TikTok Shop, which allows companies, brands, and content creators to promote products online so that consumers can buy them quickly and directly through videos in the feed, live streams, and a dedicated tab showing store products. 

    This change not only transforms how we use social networks but also how we perceive online shopping and community building.

    On the other hand, other e-commerce giants and experts like Miravia or AliExpress are charting a course in the same direction but from the opposite perspective, seeking to foster and generate communities within their e-commerce platforms with the aim of producing engagement and entertainment within them, increasing usage time.

    The evolution of social networks transcends beyond changes in the platforms; it represents a fundamental transformation in our way of interacting, connecting, and consuming. By embracing this evolution and staying at the forefront through integrated digital strategies supported by innovation and creativity, we can harness the potential of community platforms to cultivate meaningful connections, stimulate engagement, and achieve brand goals, increasing both engagement and conversion.

    At the end of the day, as marketers, we have the challenge of being able to measure the effectiveness of our social media strategies, and although we work with numerous KPIs as metrics of success, there is also a great holistic and qualitative work behind it that continues to evolve and we keep understanding. In fact, this is the reason why our sister agency, SHARE Creative, decided to create the CAOS study and measuring test score, which creates the first metric system to measure community management strategies in terms of community management, loyalty, and growth on networks. Such innovative tools will enable us to get closer and closer to users.

    Nevertheless, one thing is clear: we must continue to pay close attention to consumer response to this new paradigm of networks, needs, buying behaviour, and personality; a challenge to which brands must also respond and adapt quickly, effectively, and with a 360-degree approach, where social networks, influencers, paid advertisements, and creativities align to respond to the consumer’s voice.

    – Ainoa Brenes, Global Growth Excellence at Samy Alliance.

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  • Celebrating 10 Years of Innovation in Influencer Marketing: The Story of SamyRoad

    Date: April 17, 2024

    Category: Influencer Marketing

    Celebrating 10 Years of Innovation in Influencer Marketing: The Story of SamyRoad

    We are thrilled to commemorate a decade of success and growth at SamyRoad, a pioneer in the world of influencer marketing. From our humble beginnings in 2014, we have evolved into global leaders in creating effective strategies that harness the power of influencers to connect brands with specific audiences worldwide.

    Our tenth anniversary, marked by the hashtag #10SamyRoad, was a moment of celebration and reflection on our journey from an innovative idea to becoming a globally recognized agency. At an immersive event held at the prestigious Palacio de Neptuno in Madrid, we gathered with influencers, brands, and agencies in the industry to commemorate a decade of collaboration, creativity, and innovation.

    Since our founding by Patricia Ratia, Marta Nicolás, and Juan Sánchez-Herrera, we have been committed to setting a standard of excellence in the digital marketing industry. We have collaborated with renowned brands such as Unilever, Grupo Bimbo, and L’Oréal Group, and have developed groundbreaking tools such as Shinebuzz, an artificial intelligence platform that optimizes marketing strategies for brands and content creators.

     

     

    Over the years, we have expanded our operations internationally, establishing offices in Lisbon, Miami, Amsterdam, and Bolivia. This strategic expansion has allowed us to better serve our clients in emerging and established markets, strengthening our presence in the global digital marketing market.

    In 2020, we joined SAMY Alliance, the first global ecosystem of independent agencies, expanding our service offerings and providing our clients access to the best in creativity and data analysis worldwide. This year, we have been honored with the title of “Influence Marketing Agency of the Year” by Scopen, a consultancy specializing in marketing and communication.

    Our tenth anniversary not only marks a significant milestone in our journey but also reflects the continued growth and increasing influence of influencer marketing in the marketing and advertising industry. With a pioneering focus on authenticity, creativity, and innovation, we remain committed to driving change and excellence in an ever-evolving sector.

    Looking to the future, we are excited for what lies ahead and eager to continue leading the way in the world of influencer marketing. We extend our gratitude to all our clients, collaborators, and, of course, the influencers who have been part of our success in these first 10 years. Here at SamyRoad, we are ready for the next 10 years and beyond, continuing our mission to connect brands with audiences authentically and effectively worldwide.

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  • “Ídolos” Awards from the inside: 

    Date: March 15, 2024

    Categories: Influencer Marketing, Social Media

    What is it like to be a jury member of one of the largest digital creation awards in Spain?

    On March 14, the 3rd edition of the “Ídolo” Awards was held in Madrid. These awards, created by In Management together with The Music Republic, were born with the aim of rewarding the digital content creators work in Spain.

    Ricky Hontañón Pombo, our Head Of Influencer Marketing at SamyRoad, was one of the members of the jury for this edition. Here we share some behind-the-scenes details of the awards, criteria and the future of the work of content creation.

    • What do you highlight about the “Ídolo” Awards and why do you consider them important within the influencer landscape?

    The “Ídolo” Awards are an incredible platform that highlights creativity and innovation in the digital world. It is an honor for me to be part of a jury that recognizes and celebrates the great work of many influencers and content creators. In an industry where quality and authenticity are key, these awards are a reflection of the commitment and professionalism of those who choose to embark on the complex world of influencer marketing and digital community.

    • What does the jury value most when giving an award to a content creator or influencer?

    The jury values a combination of key elements when presenting any award or recognition. These elements go beyond simple popularity and focus on quality, authenticity and the real impact the content creator has on their audience and the industry in general. What are the keys to success? For me they are values such as creativity, originality, engagement with the audience, quality of their content, authenticity of values, innovation in making collaborations and their commitment to social impact and responsibility. It is also important that they have their own way of communicating, that they are unique in a certain way and even, why not, that they change the rules of the game. 

    • Is the quality of the publications and brands you collaborate with important?

    The jury will recognize the ability of content creators to innovate in their collaborations, marketing strategies and approaches to interact with the audience. Versatility and the ability to adapt to emerging trends are also appreciated. In fact, when it comes to Influencer Marketing strategies and campaigns, at SamyRoad we always carry out an in-depth study of the profiles we want to work with, always choosing those who make the best match with our brands. 

    • Is the responsibility that influencers have on their community valued? 

    Influencers or creators who use their platform to generate a positive impact on society and advocate for meaningful causes are highly valued. Social responsibility and commitment to relevant issues are aspects that the jury takes into account in several categories.

    • Are influencers with more followers still rewarded more? 

    Over time, there has been an evolution in the perception of the value of influencers in the marketing industry. Although in the past the number of followers was often one of the main criteria for measuring the success and effectiveness of an influencer, the trend is changing radically.

    While it is true that brands and agencies still take into account the size of an influencer’s audience for certain strategies, the industry is increasingly aware that the number of followers alone does not guarantee impact or authenticity. Juries and brands are recognizing the importance of other factors such as authenticity, content quality and value alignment, as well as the unique way of creating content and communicating.

    Today, influencers who work on connecting with their audience, generate authentic content and demonstrate a deep understanding of their niche often receive significant recognition. Relevance, consistency in message delivery and the ability to influence audience perception and behavior are increasingly prioritized aspects of influencer evaluation.

    Also, it is important to note that the influencer marketing industry has matured, and brands are looking to partner with content creators who not only have a large following, but are also able to generate authentic and meaningful impact. In many cases, the effectiveness and authenticity of the partnership can weigh more heavily in decision making than simply the number of followers.

    The “Ídolo” Awards have become a benchmark to highlight those content creators who excel in various categories such as best digital creator of the year, creative content, lifestyle, humor, social awareness or gastronomy. The jury of experts ensures impartiality and objectivity in the evaluation of nominations and the selection of winners, in addition to voting before a notary.

    With the digital content creation industry constantly evolving, the “Ídolo” Awards continue to play a crucial role in recognizing the talent that contributes to the enrichment of the digital landscape each year, and we are greatly proud of being part of this.

     

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  • Influencer Marketing Over the Decade:

    Date: December 4, 2023

    Categories: Influencer Marketing, Influencers

    Influencer Marketing Over the Decade: A Transformational Journey

    Over the past ten years, influencer marketing has undergone a fascinating metamorphosis, evolving from an emerging phenomenon to an essential element in brand marketing strategies. Ultimately, we’ve come to understand that the best approach is to make every impact count, guiding the evolution of education on influencer marketing in parallel with platforms and audiences.

    From Creators to Storytellers

    In its early stages, influencers were primarily seen as creators of visually appealing content. However, the last decade has witnessed a profound transformation, with influencers becoming true storytellers. According to data from a GlobalWebIndex survey, 68% of consumers consider an influencer’s authenticity crucial when making purchasing decisions.

    As influencer marketing matured, challenges emerged in measuring real impact. Beyond superficial metrics like “likes” and followers, brands found the need to assess genuine engagement and brand perception. A Nielsen report indicates that 84% of global marketing specialists consider ROI measurement one of the significant challenges in influencer marketing.

    Due to these metrics, justifying the investment in influencers became a central theme. As brands sought to compare influencers  with other strategies, it became evident that the emotional connection and personalization offered by influencers generated not only direct revenue but also loyalty. Data from a Linqia study reveal that 57% of marketers believe influencer marketing outperforms other forms of advertising in terms of generating loyal customers.

    This is based on two key elements: authenticity and transparency. At SamyRoad, always striving for the best possible match between influencer briefs and client expectations, coherence between the two is critical in collaborations. Consumer trust, essential for long-term success, is built on the foundation of authenticity. With stricter regulations, such as those established by the Federal Trade Commission (FTC), brands have had to prioritize transparency in their collaborations.

    In recent years, we’ve witnessed a significant evolution in regulations regarding influencer advertising. The FTC, for example, has intensified its efforts to ensure that collaborations are clearly labeled as advertising. This evolution has led to increased awareness of ethical practices in influencer marketing and strengthened the trust relationship between brands and consumers.

    The Future of Influencer Marketing

    Looking ahead, collaborations between brands and influencers are heading towards greater regulation and transparency. Additionally, the integration of new technologies like artificial intelligence promises even deeper personalization in identifying and collaborating with influencers. Brands that embrace these trends and adapt to emerging regulations will be better positioned to maximize the effectiveness of their influencer marketing strategies.

    Every post, every collaboration, every shared story matters. They are bridges that build trust, create communities, and impact not only metrics but also hearts and minds. Ultimately, influencer marketing is not just about products or services; it’s about people, experiences, and the magic of connecting in a digital world.

     

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  • Streaming platforms, influencers and media love triangle

    Date: July 19, 2023

    Categories: Influencer Marketing, Influencers, Social Media, Tech & Entertainment

    Are streaming platforms using influencer’s content to leverage their presence in media?

    That’s the question that popped out in our heads when we started seeing different streaming platforms releasing docuseries and special programs about influencers’ lives, such as Georgina by Netflix, The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video, or even hosting different kinds of events with world-recognised streamers, like Ibai Llanos and Twitch. What would they do for this course of action? What would they expect from these collaborations?

    To understand this match and how it could be made in heaven, we need to establish some ground: 

    • The number of subscriptions to online video streaming services worldwide reached 1.1 billion in 2020
    • The most popular type of digital subscriptions are streaming services, which 90% of consumers subscribe to, according to a survey ran by Forbes.
    • Consumer interest in video game streaming is growing rapidly among users and is a $9.3 billion per year industry.
    • Americans spend an average of 13 hours and 11 minutes a day using digital media.
    • Total video streaming time by users increased by 18% from 2021 to 2022

    Now, if we cross the evident data that we have about the interest of current generations on streaming platforms with their love and admiration for influencers, we have a great opportunity for the streaming brand that is beyond any direct marketing they could do.

    How to attract customers? They have billboards, marketing campaigns, social media presence… How else can they stand out among each other? The answer is, of course, with influencers. And not in a traditional way.

    By partnering with influencers, brands can access their established communities and leverage their authentic influence and fanbase to indirectly promote the streaming brand. As in today, brands need to start leveraging all connection points they have, and reaching media outlets and social media is kind of hard if you’re not the center of attention… But you can be.

    That’s what they have learned so far. They don’t need to make it about themselves, but to give users a reason to talk about them without them even focusing on the brand, but their original and proprietary content, and this means: creating content around influencers 

    Authenticity and genuine connections are key elements of influencers; they make audiences need to see themselves as close to them, so streaming platforms are an ideal place to offer users meeting points, building trust and increasing engagement by transferring influencer sentiment to the brand.

    THE CASES: NETFLIX AND AMAZON PRIME

    To prove our theory, we ran a social listening exercise to understand the impact some docuseries have had on their production brand. In this specific case we are talking about Georgina by Netflix, and The Ferragnez or Dulceida Al Desnudo by Amazon Prime Video.

    Georgina by NETFLIXThe Ferragnez  by Amazon Prime Video.Dulceida Al Desnudo by Amazon Prime Video.
    General NewsShare of voice  53%General NewsShare of voice 60 %General NewsShare of voice  40%
    TwitterShare of voice  22%TwitterShare of voice  25%TwitterShare of voice  39%
    Youtube Share of voice  13%Blogs  Share of voice  7%Youtube  Share of voice  10%

    We looked for the share of comments or mentions that the platforms had in relation to the influencers name and content, and as we can see, most of the share belongs to media outlets. Without needing to launch a campaign, both Netflix and Prime achieved to dominate the media space by leveraging the relevance that influencers have for audiences.

    THE CASE 2: LIVE STREAMING, TWITCH AND IBAI’S KINGDOM

    Aside from the benefits of creating proprietary content around influencers to attract attention not only by the fans but also by media channels, platforms such as Twitch also offer advertisers unique opportunities to create immersive experiences that go beyond traditional advertising formats. Features such as live chats and exclusive promotions allow brands to foster direct interactions with viewers, leading to increased engagement and a sense of community around the brand.

    • By 2022, Twitch had 140 million unique monthly visitors, with 107,800 live Twitch broadcasts going on at any given time.
    • According to our surveys, 6% of Gen-Z are already discovering new products or services on Twitch

    We need to remember that younger generations are looking for places to connect and feel free of sharing their interests and needs, and that’s why these spaces are so sacred and relevant for them. This is the reason why the recent law regarding the content restriction imposed by the European Camera could represent a huge pain for brands, streamers and audiences; if they feel they’re being controlled, this could affect the whole dynamic established, and most likely would imply that they’ll go find that connection elsewhere. 

    But, as long as the platform is still a safe-place for the niche communities, it can become a paradise for users (and, therefore, for brands). Such was the case of “La Velada del Año 3”, an event hosted by the Spanish streamer Ibai Llanos, where he showed a live boxing event that already gathered over 65 thousand people in the stadium Cívitas Metropolitano in Madrid, Spain, with guests such as Quevedo, Feid, Ozuna, Duki, Nicki Nicole.

    • 3.4 millions of users connected for +8 hours on a livestream.
    • Viewers’ peak: 3.449.999M
    • Average number of live users: 2,893,443M
    • Unique viewers: 15,197,859M
    • Broadcasting time: 8h and 13m
    • Live views: 100,435,114M

    This has become, officially, the stream with the most views in history.

    But why is this happening? Because of the power of influencing. Public figures like Ibai Llanos represent the new idols, people that are already an expert on some matter and that leverage platforms to connect to the audiences in a different and constant way. We all daydream about meeting our idols, but the streamers connect with their communities on a daily basis, making them engage more with the content and feeling like they are, basically, the closest people to them; promoting support, empathy and affection. 

    In fact, NOBOX’s strategy for Emperador® Xtra Power® as a sponsor got millions of people to see the iconic characters, “THE EMPERADOR® GUARDIANS”, accompany Rivers in her epic entrance to the ring, being one of the most mentioned of the event. This simple but powerful action allowed them to be on everyone’s lips, including those of other brands, media and influencers, without them even realising it, positioning the brand as the ideal ally of the biggest streaming representative in Latin America.

    So, instead of spending all the budget on billboards or campaigns to tell the communities that a brand care about them and their interest, some of them are already getting involved with their passions, such was the case of ElPozo King Upp, Mahou, Grefusa, Alsa, iGraal, Spotify, PlayStation, Coca-Cola and Revolut, sponsors of La Velada del Año, knowing that being connected to streamers and Twitch means being connected to the Gen-Z and Alpha. 

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  • Queer Influencers: why representation matters

    Date: July 5, 2023

    Categories: Influencer Marketing, Influencer World, Types of Influencers

    Representation matters, and queer influencers are key to achieve this.

    That’s the starting point to write this piece. But, do we actually understand why? Well, because before 1994 when Ikea launched the first ad with two same-sex couple, queer people have never seen themselves represented in any kind of advertising; it’s not only about selling products or services, but feeling a connection with the content you consume, and therefore being able to imagine yourself in that context. When you don’t have representation, there is a lack of connection.

    As society progresses towards inclusivity, the presence of LGBTQ+ influencers plays a vital role in fostering empathy and understanding on this matter; audiences crave the opportunity to see, connect, and interact with these influencers, because they see themselves projected on them. Through authentic stories and relatable experiences, LGBTQ+ influencers have the power to bridge gaps and inspire genuine connections, giving to the communities what they need so much: a place to belong.

    Queer influencers and their audiences

    Niche communities are rising since the past years, and these small groups share a strong point of similarities that make them feel like family, but the numbers of them are not small: about 7.1% of American adults identify as lesbian, gay, bisexual or transgender, according to a Gallup poll conducted in 2022, up from 5.6% in 2021. The proportion jumps to 21% for adult members of Generation Z, and many younger consumers say they want to see inclusive ads, but not only during Pride Month.

    Actually, Harris Insights & Analytics, stated that 67% of consumers think Pride Month has become too commercialised, and consumers are quick to call brands out when their messaging doesn’t measure up. We need to remember that these consumers won’t hesitate to stop their relation with brands if they don’t align to their words and values in all sense, including the actions they do in terms of representation.

    For the past 10 years, the rise of the influencers has been the lead when choosing to connect to audiences, and LGBTQ+ influencers offer audiences authentic narratives and stories that resonate deeply. By sharing their personal content, struggles, and triumphs, they provide a sense of relatability and understanding that becomes a bridge between them, helping individuals feel seen, understood, and accepted; with this, the brand that talks thought the influencer finds an opportunity to connect with an effective audience.

    According to a study conducted by Out Now, 62% of LGBTQ+ individuals feel that social media influencers are essential in helping them explore and express their identity.

    Seeing LGBTQ+ influencers in influencer marketing campaigns sends a powerful message of inclusivity and acceptance; it’s not only about the struggle anymore, but about being able to have a good, recognised life that inspires others. It allows individuals from the LGBTQ+ community to see themselves reflected positively in mainstream media, validating their identities and experiences. For those outside the community, it fosters empathy, breaking down barriers and stereotypes of the “being different”, and promoting a more diverse and inclusive society.

    • According to The New ConZumer Journey, 58% of Gen-Z shoppers have purchased a fashion item outside of their gender identity, compared to 40% of Millennials or 22% of Gen Xers – showing a deep sense and need for inclusivity and gender fluidity
    • In another finding of Nielsen states that 76% of respondents said they think brands can influence the evolution of LGBT rights. 64% of consumers worldwide will buy or boycott a brand based on its stance on social issues.

    For and by queer community: representation and safe spaces

    Influencer marketing provides a unique opportunity to create safe spaces for LGBTQ+ individuals and their allies. Queer influencers often cultivate supportive communities, where individuals can engage in discussions, ask questions, and seek advice. These spaces foster a sense of belonging and understanding, empowering individuals to embrace their true selves. Audiences value these safe spaces, appreciating the chance to connect with like-minded individuals and form meaningful connections within a supportive community.

    • 71% of consumers surveyed by Forbes stated that they expect brands to promote diversity and inclusion in their online advertising, but more than half (54%) don’t feel fully represented in online ads
    • The study also found that 59% of consumers are more loyal to brands that commit to inclusion in their online advertising and 59% of that group prefer to buy from such brands.

    Influencer marketing featuring LGBTQ+ influencers challenges stereotypes and preconceived notions about gender, sexuality, and identity. By sharing their diverse experiences, LGBTQ+ influencers break down societal barriers, encouraging individuals to question and redefine their understanding of gender norms and sexual orientation, opening their minds to welcome all kinds of personal preferences.

    Queer influencers possess the power to inspire social change and advocate for LGBTQ+ rights and inclusivity. Through their platforms, they raise awareness about important issues, share educational resources, and encourage activism. Audiences are drawn to these influencers’ passion and dedication, often feeling inspired to join the movement for equality and social progress. Their representation in influencer marketing amplifies the voice of marginalised communities, promoting empathy, ally-ship, and positive change, all characteristics of a more empathetic generation.

    According to our studies 70% of younger consumers are more trusting of brands that represent genuine diversity in advertisements, and 49% of them have stopped purchasing from a brand that did not represent their values.

    The empathetic power and the impact of LGBTQ+ representation in influencer marketing extends far beyond commerce—it touches hearts, changes minds, and contributes to a more inclusive and compassionate society, and we, as marketers, have the responsibility to keep opening spaces and platforms for them to grow and reach broader audiences; there is a lot of work left to do, but we have walked a long path since 1994, and we are just aiming for a more equal and healthy future.

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  • Trends of influencer marketing: educational content

    Date: June 16, 2023

    Categories: Beauty & Pharma, Influencer Marketing

    In the ever-evolving landscape of influencer marketing, two factors play a pivotal role in achieving success: selecting the right influencer and crafting compelling content. At SamyRoad, drawing from over 10 years of experience, we understand the importance of staying abreast of content trends to ensure our campaigns remain relevant.

    Actually, a Hubspot’s industry study revealed that 71% of marketers witnessed higher quality customers and traffic from influencer marketing channels compared to other sources. This highlights the immense potential of influencer marketing when executed effectively, but, how to assure we are doing it right? When there are so many factors to have in mind?

    Users and why they crave educational content 

    The first step is to know who are we trying to reach and meet and, as in today, we can all agree that the landscape is focused on Zillennials (the cluster between Millennials and Gen-Z), Gen-Z and Alpha users; all of these are strongly different among each other, although they have something very particular in common: they categorically reject straight advertising. 

    The most notable characteristic that these generations show is the need for inclusion, authenticity and transparency; they need a place to belong, with authentic and caring content that resonates with them and is honest with them, otherwise users will reject the content if they sense it’s too one-sided. They know what information they can access and are smart enough to find out and express disappointment if they feel the brand or influencer has lied to them or withheld information.

    If we judge based on the most liked and shared content on social media, and the most prominent social media and social platforms as in today, such as Reddit, Discord and TikTok, we can find out a truth: they are information-hungry users – and not only that, they are also fast-paced – which gives us the best combination possibly in terms of content creation: educational content, and matching that with influencers is a success path.

    • TikTok had a total of 78.7 million users in the United States. Around 37.3 million of these users belong to Generation Z.
    • Twitch attracted a staggering 1.35 trillion minutes of worldwide watch time each year on 2022
    • In 2022, Reddit had over 1 billion global user visits, with 69% of users expressing respect for brands present on the platform, and 61% indicating a higher likelihood of trusting brands that actively engage on Reddit.

    How to leverage the educational content and new formats?

    It has become evident that educational content creators hold a unique position in imparting knowledge, data, resources, expertise, and insights across a myriad of industries. These creators possessed a profound understanding of their subjects, having studied, taught, and immersed themselves in their respective fields.

    In today’s digital age, consumers have developed an innate habit of seeking essential information about products and companies before making even the simplest of purchases. According to Forbes, over 82% of shoppers rely on their devices to look up items while standing in a physical store, placing their trust in digital information rather than solely relying on their senses, and it has been so for the past years. Brands that recognize this shift in consumer behavior have better opportunities to improve their visibility and reputation journey.

    The solution lies in forging education-based partnerships with influential figures across social media platforms. Unlike traditional campaigns that place products front and center, educational influencer campaigns focus on creating “Aha!” moments. Instead of aggressively pushing for immediate sales, they seek to empower users with valuable insights they wouldn’t have realized otherwise, and that’s all the motivation they will need to go from the meeting to the purchase point, but they need to go by themselves.

    And here is where the new formats get in handy, because there are places that are not as saturated as other platforms yet, and brands can find niche communities to connect with. 

    NEW PLATFORMS: TWITCH CASE

    Twitch, for example, has an user base of over 8.042MM AU and a significant portion of beauty enthusiasts also being video game enthusiasts (39% playing video games and 22% enjoying esports), offering a unique and less saturated environment for beauty brands to connect with their target audience.

    Twitch has caught the attention of beauty brands, including MAC, who have already ventured into this space. This shift in focus from cosmetics companies towards Twitch is a noteworthy development, considering that just over a year ago, a Twitch user named yayayayoung claimed that “The beauty space is pretty much non-existent on Twitch.”

    By embracing Twitch and adopting an educational content approach, beauty brands have the opportunity to captivate Twitch’s audience by delivering valuable insights, tutorials, and discussions related to beauty products and techniques through streamers, gamers and other influencers that align with the platform and brand at the same time. This strategic move not only enhances brand visibility but also builds trust among consumers. 

    The combination of Twitch’s growing popularity and the educational content approach empowers beauty brands to stand out, connect with their audience, and establish themselves as pioneers in this space. 

    The success of educational content

    Has we have seen, one of the industries that has been able to produce and leverage educational content as an incentive for users to not only follow them on social media but to actually appreciate and take advantage of their content (which, in terms of KPIs, is determined by using metrics such as saves, shares, views, etc.), is the cosmetics industry.

    Brands such as Miravia, whose app has an integrated segment of tips for different types of users, and then leads to products that could match the need or tip they are giving, Eucerin, which has a section of research and explanations on its website, or Skin Generics, which echoes the benefits of its products through influencers who teach how to create a good routine for each person, are an example of how brands don’t need to say, but show that they care about their communities.

    Educational content takes on various forms, catering to different levels of complexity and engagement. It could be as simple as a series of quick how-to guides or a short and snappy TikTok tutorial, or as “complicated” as an elaborated new format or feature in the app. Regardless of the format, the primary goal is to provide value to website visitors and potential customers, fostering a positive brand image.

    The power of educational content extends beyond acquiring new leads or driving traffic to your website. It serves as a support system, enhancing the user experience and enabling customers to extract maximum value from your products or services. Moreover, it presents an opportunity to build an online community around your brand, fostering meaningful interactions and discussions, and living by the state of “show, don’t tell” as the strategy that is actually making a difference among younger generations.

    As of today, educational content has been established as a driving force behind successful campaigns; prioritizing the needs and desires of consumers, rather than solely focusing on product advertising, delivering valuable information, brands establish trust and authenticity among their community and therefore can create a lasting impact and pave the way for organic sales growth.

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  • 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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