The role of influencers in marketing campaigns
Posted: Wed Dec 04, 2024 10:17 am
Influencer marketing has become a new marketing strategy that is the order of the day due to the total connection through the Internet and the presence in social networks that makes us all connected. The number of companies that are launching into using this type of marketing is increasing, leaving aside the investments in traditional advertising to which we were accustomed, taking full advantage of the advantages and opportunities of this new powerful tool.
influencers-1-1280x720It basically consists of communicating with consumers by promoting a product or service through users, known as influencers, who have a great capacity to myanmar b2b leads influence the opinions of those who follow them. Within the term influencer we can find bloggers, YouTubers, Instagrammers... anyone who has a specific and objective audience that trusts their opinion and recommendations. These people are opinion leaders in the digital media in which they operate and, therefore, can change consumers' opinions about a product and influence their purchasing decision.
IAB has conducted a study on the increasing impact that influencers are having, finding that 7 out of 10 social media users follow an influencer, regardless of the content, especially the younger public. They consider them to be credible and, among them, not very advertising-oriented. Facebook and Instagram are the networks where influencers are followed the most, followed by YouTube and Twitter. 46% of marketing and communication professionals have hired the services of influencers on networks, mainly on Instagram, and 87% of them are very satisfied with the actions. The new generations no longer consume traditional media, but they do follow and trust influencers. Users find it more attractive to follow an influencer on networks than a brand.
Marketing campaigns with influencers, if they have a good plan and a course of action to achieve objectives, will be able to generate a more than healthy rate of return on investment. To do this, some specific steps must be followed:
influencer-marketingBe clear about what you want to achieve. This is the fundamental step, as with any marketing strategy you are going to implement. Influencer marketing can be used for branding, generating traffic to a website, or increasing sales of a certain product. Establishing the objective in a specific way will allow you to better focus the actions of the campaign.
Identify the influential accounts that can be beneficial for our type of product or service. It will not be enough to have profiles with numerous followers, but they must be profiles that share the characteristics of our business and are our target audience to reach.
Targeted marketing actions. These are used to establish loyalty strategies, helping people to have the perception that they are part of the company and are its ambassadors.
The remuneration of services is a particularly sensitive issue today. Reaching an agreement for the publication of branded content is not mandatory, but some companies consider it a necessary step to consolidate marketing actions around the influencer's audience.
As strategies to follow in relation to influencer marketing we can highlight:
Events with influencers, product presentations, trips…
Product reviews or specialized blog posts where people can freely express their opinions.
Sponsored posts.
Product reviews on social media.
We cannot forget that influencer marketing is like any other type of marketing plan and strategy that we want to implement, it will require time, commitment, sincerity, organization and effort. Therefore, marketing teams must dedicate the necessary time to examine and prepare their target influencer candidates. Otherwise, companies will not be able to successfully or confidently take advantage of a massive influencer marketing campaign before a product or service is released.
influencers-1-1280x720It basically consists of communicating with consumers by promoting a product or service through users, known as influencers, who have a great capacity to myanmar b2b leads influence the opinions of those who follow them. Within the term influencer we can find bloggers, YouTubers, Instagrammers... anyone who has a specific and objective audience that trusts their opinion and recommendations. These people are opinion leaders in the digital media in which they operate and, therefore, can change consumers' opinions about a product and influence their purchasing decision.
IAB has conducted a study on the increasing impact that influencers are having, finding that 7 out of 10 social media users follow an influencer, regardless of the content, especially the younger public. They consider them to be credible and, among them, not very advertising-oriented. Facebook and Instagram are the networks where influencers are followed the most, followed by YouTube and Twitter. 46% of marketing and communication professionals have hired the services of influencers on networks, mainly on Instagram, and 87% of them are very satisfied with the actions. The new generations no longer consume traditional media, but they do follow and trust influencers. Users find it more attractive to follow an influencer on networks than a brand.
Marketing campaigns with influencers, if they have a good plan and a course of action to achieve objectives, will be able to generate a more than healthy rate of return on investment. To do this, some specific steps must be followed:
influencer-marketingBe clear about what you want to achieve. This is the fundamental step, as with any marketing strategy you are going to implement. Influencer marketing can be used for branding, generating traffic to a website, or increasing sales of a certain product. Establishing the objective in a specific way will allow you to better focus the actions of the campaign.
Identify the influential accounts that can be beneficial for our type of product or service. It will not be enough to have profiles with numerous followers, but they must be profiles that share the characteristics of our business and are our target audience to reach.
Targeted marketing actions. These are used to establish loyalty strategies, helping people to have the perception that they are part of the company and are its ambassadors.
The remuneration of services is a particularly sensitive issue today. Reaching an agreement for the publication of branded content is not mandatory, but some companies consider it a necessary step to consolidate marketing actions around the influencer's audience.
As strategies to follow in relation to influencer marketing we can highlight:
Events with influencers, product presentations, trips…
Product reviews or specialized blog posts where people can freely express their opinions.
Sponsored posts.
Product reviews on social media.
We cannot forget that influencer marketing is like any other type of marketing plan and strategy that we want to implement, it will require time, commitment, sincerity, organization and effort. Therefore, marketing teams must dedicate the necessary time to examine and prepare their target influencer candidates. Otherwise, companies will not be able to successfully or confidently take advantage of a massive influencer marketing campaign before a product or service is released.