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A creative element that has stood out in the market defines the communication capacity that influencers have.
Viral impact vs. micro-influence balances the value of the influencer market.
guide with influencers follows a pattern that was consolidated from the boom of the health contingency and remains with an expectation of investment on which agency, smilepill and mark, Nora Najera3M’s CHIMD Shopper Marketing, speak in this interview, where they recognize the weight of creativity.
Merca2.0 – Do you think the boom in influencer guidelines will end soon?
Smilepill – Not at all, it will be in force and will continue to adapt to the way we consume digital media and social networks.
We see trends such as ultra-niche influencers, UGC creators and the boom of new platforms with high marketing potential come and go.
Brands invest and will continue to invest in these strategies as long as they have excellent results. A large part of our job as an Agency is to know how to provide them.
Merca2.0 – What business alternatives are influencers migrating to to capitalize on their followers?
S – Migrating between platforms has not been easy for most.
There are those who have known how to take advantage of their niche to market their own products or services.
There are also those who have professionalized and opened their own agencies or migrated as editors in the media.
The validity in the business can be short, so it is very important to have a robust and moldable strategy.
Merca2.0 – Are brands increasingly creating their own content? Where are the influencers in the face of this trend?
It is important that brands generate their own content, there is certain communication that comes better from the creator himself to generate brandlovers.
Influencer-brand collaborations can have space in this trend, generating content mixing the touch of one with the budget of the other.
Merca2.0 – What has been your best business lesson(s) working with influencers?
Nora Nájera – It has been a great experience to be able to take advantage of a social trend to make a natural but effective marketing that can be segmented and directed to your real audience.
Merca2.0 – What marketing strategy do you consider is the one that helps you stand out at this time, as an option before followers who make that conversion from seeing content from an influencer to making a purchase motivated by them?
Nora Nájera – Segmentation, working with influencers and on social networks allows content to be brought to those who are really interested and intend to buy, making investments much more profitable and therefore frequent.
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