In a world where hyperconnectivity reaches us to the deepest corner, and the paradigms, uses, customs and social actors are constantly changing, we must always keep our guard up, to ensure that our marketing strategies continue to offer positive results.
This is how in this current scenario new figures emerge, of great value for brands: The influencers.
But what are influencers?
They are all those social profiles that gather a considerable number of followers, but above all that maintain an active community and are waiting for their next publications. The influencer can be a celebrity from the world of entertainment, sports or TV, a youtuber, a comedian, a meme page or have a specific specialization such as fitness, travel, gastronomy, viticulture, etc.
These new social actors are – as Yves Winkin, a pioneer of communicative theory, would say in his famous text “The telegraph and the orchestra” – orchestral communicators who allow dialogue to flow and feed back. Now, regarding this term, which has become fashionable today but has existed forever …
Have not brands always turned to famous personalities to be the face of their products?
Yes, but with the massification of social networks, it now has great positive connotations from marketing, more specifically for the generation of leads and brand visibility.
This is how an event where an influencer puts his signature will not only have an impact on more networks but also relevance and attendance. A product that uses a certain influencer can boost sales and brand prestige.
And what are micro influencers?
A Micro Influencer is a influential personality within Social Networks, but on a much smaller scale, who enjoys a good reputation and a large following within a specific field such as photography, fashion, tourism or air travel as is the case with Sir Chandler.
That they share, spread, or generate specific content for your brand is a great strategy for your goals
The “Fake influencers”
The other side of these social actors is that a little criticism can cause more than one problem for a company.
For influencer marketing to really influence its transformative potential, it is important to avoid “fake influencers”. What budget do companies waste on them?
The marketing company Captiv8, developed a report on the scope of these false influencers during 2018. Statistics indicate that 2.1 billion dollars was invested in this marketing program per year, and that 11% of the amount allocated was wasted on accounts fraudulent. The category with the worst metrics has been fashion, reaching 14% deception.
The company also provided some tips to identify the fake
- The daily increase in followers of an influencer (on average) is 1.2%. Be wary of those who grow faster.
- Avoid accounts that have less than 10% “Likes” on the total of followers in the publications
A very famous case told that an influencer, Elle Darby, with 105,000 subscribers on YouTube and almost 100,000 followers on Instagram, would have asked a British hotel chain for a free pass to stay in their hotels in exchange for advertising on their networks.
The hotel’s CEO answered the request with a resounding “NO”, followed by a humiliating exposure to said influencer.
More steps, fewer steps, the anecdote ended with a release from the influencer in question on her social networks, a general rejection of the hotel by her followers and consequently a significant increase in the followers of the influencer.
Another outstanding case was that of the prestigious chef David Muñoz, who exposed the chat with an influencer who requested to eat for free in exchange for an opinion.
Moral? You have to carry out a detailed influencer marketing strategy so that it reaps the expected results and deal, as far as possible, with their representatives, keeping the terms of advertising under legal regulations.
Data that you should know about influencers.
- Many of them deal with representatives who charge a% of the agreed to cover their fees, in addition to the payment to the influencer, which can be for the exchange of your products.
- If you intend to penetrate a micro-niche, such as tourism for example, look for those influencers who beyond the followers they have have prestige and their opinions have weight in the audiences.
- Keep in mind that influencers are people who share common likes with their followers and converse continuously, so a very aggressive commercial message could be counterproductive. The ideal is to find a harmony between what you want to offer and the style of the influencer in question.