Influencer marketing is a marketing strategy that consists of the collaboration between brands or companies with highly visible people on the internet. These people with high visibility and prominence on the internet are known as influencers.

Influencers have thousands of followers who place all their trust in them, both inside and outside the digital world. These followers or followers are always expectant of what their favourite influencers do through social networks. It is for this reason that it is increasingly common to see companies using influencers to reach their target audience.

It is a really well thought-out strategy, it is a different and innovative way to connect with the audience and to transmit the brand’s philosophy. It is very useful to achieve greater visibility on the internet and it is also interesting to reach potential customers or enter new markets or segments.

It has been proven that influencer marketing works, the criticism of a product or brand can give it greater or lesser popular acceptance. It is as simple as the greater the publicity with influencer marketing, the greater the visibility and the greater the acceptance, and consequently the sales will increase.

The work of the influencer is based on exposing the brand in the most positive way possible, getting likes on their posts and getting people talking about the product or service in question. This increases traffic to the brand, gaining a certain reputation, prestige and, above all, trust. Let’s remember that if influencers are characterised by anything, it is for having a lot of appeal and charisma in the virtual world. Some, such as youtubers, have thousands or even millions of subscribers and followers on their channels who follow everything they do and say.

 

 

Influencers and their profiles

The same happens with celebrities, as these are public and famous people whose profiles also have a large number of followers.

In these cases, they are known for appearing on television programmes, being related to the world of show business, sport, art….. Knowing this, we can differentiate between two types of influencers. On the one hand, there are the microinfluencers and on the other, the macroinfluencers.

Although it may seem contradictory, micro-influencers are the most fashionable and the ones who achieve the best results for brands. Normally, they do not have more than 50,000 followers, but they have a positive impact on their target audience. Almost all messages posted by microinfluencers are shared by their followers, who are highly engaged with their influencers.

Many companies prefer to work with micro-influencers, as macro-influencers usually ask to be paid high salaries that are not affordable for any business. In the world of marketing, quality is always more important than quantity, so it is much better to send clear, real and transparent messages.

This is the perfect strategy within influencer marketing to attract the largest number of potential customers to your brand. Undoubtedly, it is vital that companies signal when they are doing an advertising campaign using the hashtag #ad or the text collaboration with the brand…
A clear example of how we could put it would be; #SomosSinapsis or collaboration with the brand Somos Sinapsis.

 

 

 

Advantages of influencer marketing

The advantages of using influencer marketing techniques to attract new customers or gain more visibility are as follows;

  • Increased brand awareness and conversions. It generates a lot of conversation on the network, increasing positive messages about our products or services.
  • Increased brand presence on social networks.
  • Increased web traffic or traffic to a landing page. Increased traffic to our website or landing page of our campaign.
  • Increase in positive messages about the company. We manage to amplify the positive messages about our brand or company.
  • Possibility of reaching new market segments.
  • Possibility of promoting a product, service or campaign.
  • Potential to reach younger audiences, as they have a large presence on social networks.
  • Increased return on investment. If well designed, a campaign with influencers does not have to be very expensive, achieving a satisfactory and profitable return on investment.
  • Increased brand reputation and prestige.

 

 

Steps to design an influencer marketing campaign

If we want to design a campaign with influencers, we must be very clear about our objectives as a company and know how to define the strategy. It is precisely this strategy that will determine the type of collaboration that is carried out with the influencer.

There are a series of reasons that we will take into account when carrying out a campaign and choosing the right influencer:

  • That they have a community with a high degree of interaction.
  • That they have an affinity with the brand.
  • That they fit with the products or services to be promoted.
  • That they produce valuable and quality content.
  • That they are active in their social networks.

If we are clear about the key points in this article, we can start our influencer marketing campaign.

Bibliotecaria frustrada que un día descubrió el potencial que tenía de creatividad y después de varios cursos de marketing decidió explotarlo en redes sociales y terminó haciéndose community mánager de diferentes empresas y artistas. Le encanta el silencio pero es melómana hasta la médula, puro espíritu de contradicción. Fanática de libros, películas y series de terror. Vive mirando una estrella, siempre en estado de espera.