• 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.

  • 10 years of SamyRoad: Spain Party!

  • 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.

     

  • The magic of the social listening is that it allows you to predicts trends, know user’s sentiment and public’s opinion. With all this, we are allowed to predict the future… kind of. (Although, we did saw the competition of Twitter coming three months before, but no need to get distracted).

    On Sunday, March 10, the 96th edition of the Oscars gala will take place. As of today, March 8th, we dived into the social media between January 1st of 2024 and March 1st, analysed the conversation people had around the Academy Awards and pinned the most relevant topics, names and titles; based on user sentiment, we can predict people’s favourites to win, even in the mist of Barbie, Ryan Gosling, Greta Gerwig and Margot Robbie scandal.

     

    How can we predict Oscar’s winners?

     

    In many occasions, digital platforms anticipate the results and provide great conversations around the potential winners or, at least, people’s favourite. SAMY Alliance has used the Sprinklr Insights tool to analyze the voice of the customer in real time on digital channels and has recorded more than 250,000 mentions related to the awards.

    In the run-up to the Oscars 2024 ceremony, excitement and anticipation are unleashed on social networks, becoming the epicenter of discussions and bets around who will be the big winners of the night. The convergence of opinions, analysis and predictions of movie fans has reached its peak on platforms such as Twitter, Instagram and Reddit, where moviegoers share their favorites and debate about the films that will leave an indelible mark on the history of the seventh art. To learn this data, SAMY Alliance used the Sprinklr Insights tool that analyzes the voice of consumers in real time across digital and traditional channels.

    The power of social media during Oscar awards season

     

    Social media has played a pivotal role in how audiences engage with and experience the most prominent film awards of the year. Since the announcement of the nominations, film fans have flooded digital platforms with their opinions, critiques and praise for the featured films and artists. The conversations have amplified the visibility of the nominated films (from least to highest grossing) and generated a phenomenon of virtual support for their favorites.
    Predictions and bets: What do social networks think about the gala?

    The Oscars always generate a great deal of conversation, as it is considered one of the “events of the year”. However, this year, we conducted an active listening analysis. Between January 1 and March 1, some 68,150 mentions of the awards were collected on an individual basis. If the mentions associated with the films are included, the number rises to more than 250,000.

    With a sizeable majority of positive comments, (approximately 38K) we find ourselves expectant to know the audience’s favorites for winners and based on sentiment and volume of conversation on social media, we can get ahead of ourselves and outline the titles.

    In terms of volume of conversation, the most talked about topics this month around the golden statuette awards have been related to the death of acclaimed director Norman Jewison and the creation of several films about the individual lives of each of the Beatles members, which audiences believe will be a smash hit.

     

    What are the most talked about films?

     

    The favorites in the Best Picture conversation are “Barbie” with 126,230 mentions from January 1 to March 1, followed by “Oppenheimer” with 75,360 mentions in the same time period and in 3rd place, “Poor things” with 25,750 mentions.

    On the other hand, the nominated films with the least number of mentions are: “The Holdovers” with 13,200 mentions, “The Zone of Interest” with 9,370 mentions and finally, “Past Lives” with 8,120 mentions.

    The actors and actresses most likely to win according to the online community.

    The awards concerning the best actor and actress also tend to be a very prominent topic of conversation. In this case, social networks have it clear and give the victory to Bradley Cooper for the film “Maestro”, with 137,790 mentions.

    Of course, not without controversy was the communication of the nominees coinciding with the Golden Globes 2024 (which are known as the prelude to the Oscars), since the film “Barbie” has obtained the nomination of Bryan Gosling as best actor, but neither his co-star Margot Robbie nor the film’s director Greta Gerwing, are nominated for the film. Of course, before this news, the networks showed great conversations publicly denouncing the injustice. In addition, Ryan Gosling himself expressed his discontent that the women in the film were not nominated when the film is precisely about Barbie’s empowerment, fleeing from the stereotypes created over time.

    What are the most talked-about topics?

    Before the arrival of the gala, the topics revolve around the nominated films and their actors, although on the day of the ceremony, fashion and the looks of the attendees on the red carpet take first place in the conversations generated by followers on social networks. In these moments leading up to the ceremony, followers share their opinions on the most eye-catching outfits that will set trends in the entertainment industry.
    The role of social networks in the cinematic experience.

    The Oscars 2024 ceremony promises to be not only a spectacle of recognition for world cinema, but also an event where the voice of movie lovers is stronger than ever thanks to the power of social media.

  • In addition to reviewing the brand’s Key Performance Indicators (KPIs) after the end of a campaign, it is recommended to analyse whether the marketing actions have had an impact on the conversation about brand perception (SOV and sentiment) on digital platforms or whether it has gone unnoticed.

    How do you know if marketing actions are having an impact on brand perception?

    More and more brands want to measure the results of their campaigns and know if they have had a real impact on the audience or if the action has gone unnoticed as a result. Previously, brands used to measure the impact of campaigns thanks to word of mouth, and many now digitised even measure the impact based on the results collected by their social networks, but how do they ensure that marketing actions have had a real impact on the audience, how can they measure if the audience is talking about the campaign, how do they find out if the sentiment generated has been positive or negative, how do they identify if the opinions can be positive or negative, and how do they identify if the opinions can have a positive or negative impact on the campaign?

    It is at this point that Social Intelligence becomes important to justify why we should measure the impact of campaigns beyond the results that are stipulated in internal KPIs. 

    The aim of this article is to explain why it is important to measure the impact of campaigns beyond the internal review of KPIs, i.e. to find out if the campaign has had an impact on user perception using two measurement metrics: conversation volume (SOV) and generated sentiment (positive, neutral or negative).

    What is brand perception and why measure it?

    A user’s impression, opinion or registration of a brand, product or organisation is defined as brand perception. A consumer’s perception can be influenced by previous experiences (beliefs, habits, word of mouth, or tastes) which can sometimes help to favour or disfavour brands, and it is for this very reason that it is recommended to measure the impact that a campaign may have had once the action has ended in order to then measure whether or not the consumer’s perception has changed.

    How can we measure brand perception?

    When measuring consumer perception we are going to take into account two metrics, firstly, the volume of conversation (SOV) because we want to know if users are talking about the brand and to what extent and, secondly, the sentiment of the conversation because we want to know the organic opinion of the consumer (positive, neutral or negative). This data will help us to know the perception that users have of the brand by comparing these results in two different time periods: pre- and post-campaign. In this way, knowing the situation of the brand before and after the action, it is possible to corroborate whether the marketing actions have had any impact or repercussion on the conversation. 

    What does the Social Listening process consist of and how can it help to understand brand perception? 

    The Social Listening approach begins with the configuration of the tool, this is known as the set-up, which consists of writing a query composed of all the essential keywords for our brand or topic to investigate, as a good data result will depend exclusively on how well the search is written. After writing the query and downloading the data, the review and cleaning process begins, sometimes chaotic, to ensure that the results match the parameters that have been set for the search. This step sometimes requires several revisions to ensure a good degree of quality in the data sample. The last step in the listening process is to analyse the data in order to extract insights and learnings that help us understand the user’s current perception of a brand or topic, and what are the key learnings to improve and modify their communication.

    What are the findings useful for? 

    The insights and learnings extracted from the different digital conversations are intended to provide answers to business questions and to support decision-making (strategy, business, communication, etc.). Moreover, they can be an additional and complementary source of data to traditional research. Therefore, the information gathered through analysis allows brands to know and understand where their brand reputation stands according to consumer perception and what other elements found can serve as a guide in future marketing campaigns.  

    Do you measure brand perception? Start now

    Monica del Dedo – Senior Research & Insights Analyst

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

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

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

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

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

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

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

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

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

    THE CASES: NETFLIX AND AMAZON PRIME

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

    Georgina by 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. 

  • In today’s digital age, the rise of social media has given birth to multiple types of influencers; from social causes to educational and even animals, influencers are the voice and sometimes even the face of brands nowadays; they dedicate themselves professionally to create digital content to promote products and services through trust and their relation with their community; while some use the terms “influencer” and “content creator” interchangeably, there are actually distinct differences between the two.

    According to Forbes, content creators are “individuals who produce original content across various digital platforms with the goal of creating an engaged following.” They specialise in creating content that speaks to a specific niche audience, whether it be beauty, fitness, food, or another area of interest. They typically have smaller, more dedicated followings that appreciate their expertise and authenticity.

    On the other hand, influencers are those individuals who have amassed a large following on social media and have built a level of trust with their audience. They use their platforms to promote brands and products to their mass audiences, often relying on their personality and lifestyle to connect with followers.

    The main difference between creators and influencers is their focus on audience engagement versus reach, since creators typically focus more on engagement, building a tight-knit community of followers who engage with and appreciate their content. Meanwhile, influencers focus more on reach, using their large audiences to promote brands and products to a wider demographic.

    What does this mean for brands looking to partner with content creators or influencers?

    The answer lies in understanding the specific goals of your brand. If you’re looking to reach a large audience and build brand awareness, partnering with an influencer may be the way to go. However, if you’re looking to target a specific niche audience and build brand loyalty, partnering with a content creator may be more effective. Actually, as we indicate in our study about Decentralised Communities, niches are perfect for building authentic peer to peer relationships with people based on shared interests, a strong sense of belonging and a true spirit of co-creation.

    Even then, while there are differences between influencers and content creators, the two categories are not mutually exclusive. Many influencers are also content creators, and vice versa. The key is to understand your goals and find the right person to partner with, because as we contrasted in another study about consumer’s behaviour, the decentralised platforms are getting more attention each day; only last year both Discord and Reddit received +55K mentions in English and Spanish social media markets, but the leadership is still on Twitch, which received over 600K mentions. This means that even influencers and brands are considering and starting to be present in these platforms with different strategies, so it’s not a creatorspace only anymore.

    We need to emphasise that both content creators and influencers play a valuable role in a brand’s social media strategy, and brands should take the time to research and find creators and influencers who align with their values and target audience, because they will transfer their image and feeling of trust to the communities and, therefore, become a bridge between the brand’s goals and the user’s needs, so the profiles need to be precisely tailored to not be seen as a cold strategy.

    To choose the right influencer and/or content creator

    From our ten years of expertise we have realised the relevance of having the proper tools and services to support brands in optimising their digital marketing strategies, that’s why we have acquired and developed AI-based tools to help us identify those content creators or influencers that could make the difference in a brand’s strategy. Our process begins with a thorough digital strategy audit, which assesses brand reputation and compares it with competitors, offering valuable insights into a brand’s current position and potential opportunities.

    To stay ahead of the curve, we analyse the latest consumer trends and social media content, utilising social listening techniques to identify the topics that resonate most with audiences. Our advanced ShineBuzz AI technology enables us to identify the most suitable Key Opinion Leaders (KOL) from a pool of over 120 million; then we have Deepfy, a platform that identifies superfans, super content and a reliable performance benchmark with direct competitors. When combining all these tools, we can ensure successful social media campaigns

    This technique employs sophisticated analytics to identify niche influencers as well as non-influential individuals who are driving conversations on social media within specific territories and, by examining the affinity between influencers and brand profiles, we create awareness among target audiences.

    With this approach, we aim to empower brands to predict, plan, and report on their influencer marketing campaigns by providing valuable insights into market benchmarks and performance metrics, enabling brands to make informed decisions and achieve optimal results.

    Then we can come to terms with the “influencer” and “content creator” concepts; because even if they are often used interchangeably, there are distinct differences between the two and brands should understand their goals and target audience to determine whether partnering with a content creator or influencer is the right move. Both creators and influencers can play a valuable role in a brand’s social media strategy, and finding the right person to partner with is key.

  • Exploring Generational Differences in Online Engagement

    Social media has become an integral part of our daily lives, shaping the way we communicate, share information, and connect with others. From the baby boomers to Gen Z, each generation has embraced social media in unique ways, influencing trends and online behaviours and understanding the space each generation finds themselves in, in terms of social media, is crucial to shape strategies personalised enough to catch their attention.

    • Facebook users in the USA aged 50-64 accounted for 29% of the platform’s user base.
    • Instagram predominantly attracts users in the 18 to 29-year age group, representing approximately one-third of all users.
    • Twitch has gained popularity among younger users in the U.S., with 80% of its user base falling between the ages of 18 and 39.
    • Despite being associated with Gen-Z, TikTok’s user base is nearly evenly divided. Approximately 39% of users are aged 18-29, while 30% fall within the 30-39 age group. This indicates a significant presence of Millennials and Gen-X users, highlighting the platform’s broader appeal beyond Gen-Z.

    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. 

  • 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.

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