Influencer marketing is a novel marketing strategy that consists of achieving a series of collaborative links between brands and companies and those with high visibility and prominence on the Internet, which are known as ‘influencers’.
Internet, and especially social networks, have generated the appearance of a number of people, who in the traditional media would be more or less the equivalent of celebrities or celebrities, who have become references for a large number of people. users
These influencers are characterized by having a lot of hook and charisma in the virtual world. Some of them, like youtubers, have channels with thousands (and, in some cases, up to millions) of subscribers and followers.
Obviously, these kings of social networks are real diamonds in the rough for brands, since a criticism of a certain product or simply its appearance using a brand of clothing or another item can go up many whole popular acceptance of a certain brand and, therefore, make sales rise like foam.
The advantages of influencer marketing
The main benefits of using influencers marketing techniques in your campaigns are the following:
- The positive messages of our brand or company are amplified.
- Much conversation is generated in the network about our products or services.
- The traffic to our website or the landing page of our campaign is increased.
- Influencers are closely followed by a target audience with a large purchasing power: the millennial generation.
- If designed well, a campaign with influencers does not have to be very expensive, and a satisfactory and profitable return on investment (ROI) can be achieved.
- The brand gains reputation and prestige.
How to design an influencers marketing campaign?
To design a good influencers’ marketing strategy in a way that fits our general marketing campaign, we must follow the following steps:
The first thing we have to do is identify the most relevant influencers and, above all, those that best fit our products and the values of our brand or company.
Once identified the influencer that interests us for our campaigns, we must achieve a favorable attitude on their part towards our product or service.
We have to achieve influencer positive reviews towards our brand or product.
Another option is the insertion of some ad, more or less covert, during the appearances of these influencers.
We can also invite you to the launches of our products in order to promote them.
What do marketing professionals think?
The majority of marketing and advertising professionals (almost 70%, according to various studies) are in favor of this type of campaign because they consider it effective. Likewise, a study entitled Augure Report on the status of influencers’ marketing states that many companies are investing up to 20% of their budget in this type of campaigns and the intention is to increase spending in this heading.
The ethical question
In the use of influencers marketing, sometimes there is a conflict of ethical character and professional honesty. The issue is that, many times, influencers are dedicated to using or talking about a particular brand or its products in public, receiving in return some type of compensation or consideration.
The problem is that often you do not act with enough transparency. That is to say, it seems that the influencer is making a critique of a product because it is his true opinion, being objected that he actually does it in exchange for something. In these cases you can talk about lack of honesty and a certain level of deception to your followers, who do not have to know that behind the opinion of their leader, the commercial interests of brands and companies are hidden.