Social networks came to change many things, including the way of advertising. If before, for example, people were impacted by seeing a billboard on the street, now they are inspired (and buy) after watching a Stories on Instagram. It was by observing the power of these communication channels — together with content creators — that brands started to work with influencer marketing. Stay with me to learn more about this market strategy.
Influencer marketing is the name of the strategy used by brands to conquer and connect with customers through content creators engaged in their social networks. That is, the company hires influencers to promote its products or services to its followers. The result of this is the famous #publis that we see around.
Knowing that users have more trust and a stronger connection with influencers, brands can use this strategy to:
- Increase the sales;
- Build an identity;
- Changing public opinion (sometimes after taking the wrong position).
Although it seems simple, companies need to think about several details so that the strategy works and is not just another advertising disclosure.
This means that it is necessary to analyze the profile of the digital influencer to know if he (and his followers) has anything to do with the brand, which is the best channel to be disseminated (Youtube, Instagram, Twitter…), which message should be transmitted and other factors that I will explain below.
Influencer marketing models
The relationship between brand and influencer can be paid or not – and this should be thought of early on in the strategy. See more below:
- Paid media (paid media): In this model, the company actually hires the content creator to talk about its product or service. It is also common for the two parties to align the message and the materials are only released after approval by the contracting party;
- Earned media: on here, the content creator can, for example, be invited to a company event and make Stories there; win products and advertise on your social networks, but you will not be paid for it. In other words, the relationship between brand and influencer is more organic.
Types of Content Creators
Another point that must be defined early on is about the type (or types) of influencers the brand will work with.
For a while, companies gave priority only to those who had a lot of followers, as they believed that marketing actions would only be effective if publicized by people with high visibility on social networks. It turns out that a high number does not always bring good engagement, so the influence market created categories to better work with each profile.
According to Influency.me, a platform for digital influencers, there are 5 classifications:
- Nano-influencer: with up to 10 thousand followers;
- Microinfluencer: from 10 to 15 thousand;
- Intermediate: from 50 to 500 thousand;
- Macro influencer: 500 thousand to 1 million;
- Mega Influencer: Over 1 million followers.
Sometimes a nano-influencer can engage more people than a mega-influencer, for example. Therefore, it is important to look at other numbers and understand exactly what is expected of the partnership. Depending on the campaign and its objective, it is even possible to close the same job with someone who has 2,000 followers and someone else with 1 million.
Why bet on content creators
In addition to increasing brand visibility and trust, as I said above, influencer marketing brings other benefits to a company. Look:
- High quality traffic;
- Direct sales through influencer links and discount codes;
- Direct (and sincere) feedback from the influencer and followers about your products and brand;
- In a campaign recall, more people are likely to remember your brand.
Disadvantages of Influencer Marketing
Regarding the challenges of this strategy, many professionals point out two points:
- It is difficult and time-consuming to find influencers who match the brand’s profile;
- Expensive strategy;
- Metrics that are difficult to track.
In fact, there are several challenges in implementing influencer marketing. However, when executed in the right way, the strategy can bring far more bonuses than burdens.
In addition, there are several platforms that already work to make life easier for companies and content creators. With technology as an ally, it will become increasingly easier to work with this strategy and reap its rewards.
With information: Make Influence