Statistical measured at the time the global market value of influencers.
why invest in influencers? Cure Medium studied the motives between brands B2C to do it.
The use of tiktokers as a new talent is a formula that Aztec is leading a new season in his same program, La Academia, now with Paul Chagra.
TikTok became the most popular platform for organic account growth for content creators with cases like Paco de Miguel Y Paul Chagra. The latter made use Aztec to continue promoting La Academia, even after the end of the reality show.
The figures of Statista Global Consumer Survey point out that TikTok is the fifth most used social network in Mexico, surpassed by sites like Facebook, Youtube and Instagramso its presence in the minds of consumers is a good reason for television stations like Azteca to attract influencers of this medium as talent.
A key aspect in the use of influencers by brands on social networks is the conversation they trigger and the way in which a brand that collaborates with them takes advantage of their mention in networks.
Some time ago we reported the case of Paco de Miguelwho worked in collaboration with Palacio de Hierro, later did so with McDonald’s and this last activation attracted attention, because it began as an ordinary video that he recorded in a branch of the brand and ended up leading the chain to include him in a brief campaign, where one of his characters promoted the chain, one day after the error of the streamer Ibai went viral, by confusing in full live transmission to McDonald’s with Burger King.
The use of influencers in social networks, has led brands to invest enough so that this market has a global value of more than $13.8 billionin the Estimate of Influencer Marketing Hub exclusively to users, with which he expects this market to be valued during 2022.
This investment is a necessary step to consolidate creative communication practices, as we saw with the use of Pablo Chagra by Azteca, to continue promoting social networks.
In the action we see the tiktoker go through the facilities where the winners of the program are recording songs as part of the prize for having qualified for the reality show award.
¡@pablo_chagra was present at the recordings of the singles that will be recorded by 𝗖𝗲𝘀𝗶𝗮, 𝗔𝗻𝗱𝗿𝗲́𝘀 and 𝗠𝗮𝗿 with @sonymusicmexico! 🤩🎙🎶 #The academy pic.twitter.com/xmvbPXbwmd
– The Academy (@LaAcademiaTV) August 16, 2022
Within these platforms there is an interesting element to consider and that is how social network personalities detonate the communication strategies that they deliver, to add up and deliver results.
With this conjecture there is a point of view that we cannot dismiss and it is about the capacity with which a brand manages to communicate before an audience. This was definitive to be able to specify activities that have managed to scale the results, which Cure Medium identified in a study.
The firm asked brands B2C What goals did they pursue when they invested in influencer marketing and most of them, 85 percentsaid he was doing it to increase the brand awareness; 66 percent to increase sales and 51 percent to reach new consumers.
Resort to influencers triggers social conversation in brands and with it greater recognition by the digital consumer. The use of these personalities in communication strategies makes social networks a highly successful channel, due to the capacity for interaction that they manage to transmit to users who seek to connect with brands through this medium.
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