In recent years the presence of influencers has become popular, but what do we understand as influencers? An influencer is a person who provides representation and influence, who has knowledge about a specific topic or product, and who on social networks can become a brand advocate. In a digitally connected global world, influencers have become that friend who recommends us that product that they liked, that friend we trust and we know that they would not present us with anything that would be harmful to us.

Among the benefits of using influencer marketing within the communication strategies of brands are the improvement of the notoriety “awareness” among the public, improved loyalty, increased sales, the generation of trust, the relationship between costs and its results. On the other hand, the linking of the company to an external person, the deviation from the center of attention with the sale depending on the image that the influencer or the bad community reflects, have been pointed out as inconveniences. All these negative factors or risks can be reduced or eliminated if an optimal campaign is developed. The factors to take into account in the campaign design will be the definition of the objectives, the definition of the target, as well as the scheduling of the entire process.

Regarding the choice of the influencer, the compatibility of the brand with the influencer’s audience, the number of followers, the frequency of updates, the proven professionalism and the predisposition to create lasting relationships that go beyond the trade agreements. Transparency in communication has also been found to be a determining factor for users to generate their purchases.

marketing de influencers

The influence of the influencer

Previous research on the effect that knowing or ignoring the influencer’s promotional intentions causes on followers when they present products on their channels has shown that the disclosure of the advertised or payment act does not exert hardly any force in the purchase decision process, that finally the followers buy that product whether or not the propaganda intention is revealed, and that this trend is growing.

Other analyzes focused on investigating the management of authenticity highlight the fact that there are two different paths used by influencers when it comes to transmitting an image of authenticity: passionate authenticity and transparent authenticity. In authenticity with passion, it is the influencer himself who decides with which brands he wants to collaborate and with which he does not, due to an intrinsic motivation. This position implies greater acceptance and involvement with brands. On the other hand, in transparent authenticity, the main objective is to communicate that you are collaborating with that brand, that there are certain agreements, and that the content you create is advertising.

The phenomenon in figures

A recent study by Inmar Intelligenge, a leading technology services company, explored the role of influencers in social commerce and consumer buying behavior. About 1,000 American adults participated in the survey, of which 84 percent confirm having generated a purchase based on the recommendation of an influencer, and almost half of them, 41 percent, did so because they truly receive their message.

 

The results conclude:

  • 88 percent have ever bought on the recommendation of an influencer.
  • 67 percent of consumers have spent more than $ 150 on recommended purchases, and a fraction of 10 percent say they have reached $ 1,000.
  • 66 percent make purchases through social platforms. With a notable presence of Instagram e-commerce, the social network stands out as the preferred one to interact with brands.
  • 65 percent say they follow influencers for their informational value, 54 percent for their reviews, 44 percent do so to discover discounts and promotions, and only 41 percent for being a fan of fashion trends.

marketing de influencers

It has been shown that the human being is a social and emotional entity, feeling a connection with a person can lead to wanting to get closer to her, and one of the binding parts of this approach is to take as the main axis the reduction of dissonances between the elements that configure the identity of the people who influence us. This intention can produce a feeling of wanting and purchasing products that connect us with these people. This conclusion may be one of the reasons influencer marketing is on the rise.

Soñadora e idealista pero con los pies en el suelo y con una visión muy clara de la realidad. Quizás sea toda una paradoja en sí misma que traduce en una insana curiosidad por todo lo que la rodea.