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Influencers marketing

Itziar Tros

Itziar Tros, itziartros.com

The way we communicate and what we talk about changes and evolves each day, and in the digital sphere, it changes in leaps and bounds. What’s a trending topic one day, the next day nobody remembers and it’s replaced by another subject. 

Using influencers, celebrities and popular personalities for marketing purposes is not new. All of us want to be as successful and appealing as they are and this has a positive impact on the sales of the products that they advertise. In fact, several studies carried out by CPI Celebrity Performance, confirmed that:

Brands that use the image of well-known celebrities for their ad campaigns earn more credibility and sympathy with their audience. Ultimately, this translates into higher chances of sales. 

 

The use of Influencer marketing in your digital strategy activates the persuasion principle of “authority”. 

 

The principle of authority establishes that a user who receives a recommendation from an ‘influential’ person will be more predisposed to take an action or make a decision. 

However, the digital revolution, blogs and social networks have brought new faces to this scenario. Unknown people have started to win the sympathy of users to the point that they have the same impact as a Hollywood star. 

Brands realized this phenomenon and started collaborating with YouTubers and Instagramers: they would publish photos and videos of a product in exchange for the free product itself. Finally, this type of collaboration became more professional, high level influencers started to work with agents and requesting formal contracts for their collaborations and an economic remuneration in exchange. This type of collaboration started to be considered as another type of advertising. This is when the term Influencer Marketing started to be used.

 

WHAT INFLUENCER MARKETING IS

Influencer Marketing relates to communication or marketing actions carried out by influencers.

But, what’s an influencer?

A person who has the ability to affect the behavior of followers on social networks, blogs or other digital media. 

The communication actions with these type of people, through their channels (such as social networks, blogs, etc.) are considered influencer marketing actions.

Influencer Marketing is an exchange between users with certain authority on digital media and a brand. The Influencer promotes a product, service or brand in exchange for a monetary or in-kind remuneration. 

 

Micro Influencers

Apart from high-level influencers, micro influencers are gaining in popularity, they don’t have as many followers but they have a big impact on their community.

➡️ Everything about micro influencers ⬅️

 

Collaborations with Influencers 

If you are considering the possibility of including influencer marketing in your digital strategy, keep in mind the following tips before getting in touch with any influencer. 

Make sure they ‘influence’ the right audience

To make sure that your actions get the expected results, you must search for the right collaborator. Influencer marketing doesn’t center around the influencer but around the audience that follows them. You must analyze whether  the followers of the person that you are planning to contact is part of your target audience or not.

 

Not everything is about Followers 

In the selection of an influencer, you must consider more things beyond the number of followers. First check the interaction and engagement that they generate. There has been some cases of influencers that bought their followers, especially on Instagram. Assess the comments and likes that their photos receive. In short, their engagement.

It could happen that a person with half as many followers as someone else has more engagement.

Establish a clear proposal

So, what’s your proposal? what are you planning to offer and what are you expecting to receive in exchange? You should have an answer to these questions before you ask for a collaboration. You must know what you offer:

  • Product
  • Remuneration
  • Media coverage

You should also know what you will ask influencers in exchange for your marketing strategy:

  • A blog article
  • A discount for their subscribers
  • Sharing on social media
  • Video reviews etc…

Writing a blog and generating content for social networks requires a lot of time and effort. Don’t undervalue their work and be sure to make them a fair offer in line with what you are asking them to do. Remember that if you can’t pay them fairly, you can’t expect too much.

Find the contact

Normally, their email address will be available on their blog, Instagram Bio, Twitter or in their Facebook Page info.  

When you send them an email, remember to explain who you are, what you need and what you can offer in exchange. You never know when you are going to need to contact them again.

Some of the advantages of introducing influencer marketing in your digital strategy is the diffusion and attention it brings, the reputation, as well as the increase in the number of followers on social media. If you make a good selection of influencers and propose an interesting and creative collaboration, the success is guaranteed. Are you ready to start your influencer marketing?

If you have any question about how to work with them or analyze their work, we will read your comments…

 

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