(The portuguese version of this article will be available soon)
Influencer marketing is a digital marketing strategy that consists of taking advantage of a public profile and, through collaborations, getting the brand’s message or commercial proposal across.
Although it may seem simple at first glance, influencer marketing involves a difficulty that arises, firstly, when choosing the profiles that best suit your brand and, secondly, the creation of appropriate content according to the social platform used.
The value of influencer marketing has been more than backed up by its results and the interest it generates among brands.
According to BusinessInsider, investment in influencer marketing will reach $15 billion by 2022. In 2020, 47% of brands were already planning to increase their budget for influencer campaigns.
Moreover, this type of strategy generates up to eleven times more ROI than traditional marketing.
But, what’s an influencer?
Social networks are the cause of this type of marketing, as they are where the emergence of the well-known influencers has been generated, a figure that nevertheless already existed before in the concept of celebrities.
An influencer is a person who, thanks to their profile, their way of communicating and the content they generate, has created a loyal audience base.
The strength of influencers lies not only in their charisma but also in generating closeness and a bond with the public that brands cannot achieve through traditional marketing. People see themselves reflected in the profiles they follow, whether by tastes, lifestyle or values.
61% of consumers trust social media networks as their main source of information regarding the quality of a product or service. In fact, according to BrandManic, up to 92% of people are willing to trust opinions about brands even without knowing the person making the recommendation.
In other words, the influence, hence the name, generated by this type of profile is much greater than that generated by a brand profile. Moreover, the public is increasingly demanding more reality, naturalness and content generated by others as opposed to a standard advertisement.
How to choose the perfect influencer for your marketing campaign?
67% of brands believe that an influencer marketing campaign reaches much more specific target audiences. In addition, 94% of those who have used influencers for campaigns consider this method to be an effective strategy.
However, not any influencer will do.
Brands must take into account a series of essential values to choose the right profiles when carrying out an effective strategy, given that these profiles are the ones that will ensure the success or failure of the strategy.
The influencer must share the values of the brand they are going to represent.
As has been proven with other types of marketing strategies, it is essential to have the ability to quantitatively measure the content and success of the campaign, as well as to know how to judge both quantitatively and qualitatively the different potential profiles from which to choose the perfect match.
How can we help you?
At Samyroad we are experts in influencer marketing.
We have our own tool that allows us to analytically choose the perfect influencer profiles for your brand and measure the campaign to know its reach and success.
Do you want to know more? Contact us!