Past the Super Bowl and all the marketing on February 14, now the Oscars are coming soon. But between those two events there is always a bit of calm in the agencies. At least in a matter of scheduled events. So we will have “light reading” to start the week.
A few days ago I read a study on Influencer Marketing and whose data made me read it: Investment for Influencer Marketing grew by 24% from 2020 to 2022, according to the Primetag portal. That is a lot if we consider the growth statistics of digital advertising guidelines that oscillate between 8% and 10% during these years.
Why is the impact on investments in the influencer sector growing? The bet is very clear: brands bet on brand ambassadors who make mentions more attached to product placement than to hard sell ads. Of course, this is not all: for some years there has been a very important trend in the networks, mainly driven by TikTok and Instagram: content created by users. In this scenario, the “organic” opinion found from a random person on a product or service is preferred to a mega influencer where it is effectively noted that the mention was paid for. Precisely the point of creating this type of strategy is to influence to generate the purchase or the positioning or the buzz about your brand.
But making influencer marketing strategies and efforts is not as easy as it seems, especially there is this misconception that the greater the number of followers, the greater the number of sales. And this is a mistake. Thinking that a profile with more than 1 million followers will generate influence with your brand is not necessarily the best path: everything is based on the objectives and the type of campaign that is needed.
We, directly at our Los Magicians agency, are always in contact with influencers of all niches and levels, which is why we usually do campaigns very frequently for our clients. The central point, and probably the most obvious, is to study very well the demographics of your audience. There was once, a few years ago, that a client wanted “X” influencer for a campaign focused on women over 25 years of age. They wanted a mention because it had more than 5 million users. When we investigated the demographics of her audience, we realized that 90% of her followers were male. So we took everything back and we had to choose an influencer more attached to the brand, although not with as many followers.
Another very important issue in the creation of these campaigns is to carefully review the interaction with your audience: although you may have 5 million but only 2 likes on average with your posts or, on the contrary, have 10,000 followers and 50% or more 60% interaction with your audience. In those cases it is always better to choose quality than quantity. In this sense, micro-influencers are greatly underestimated, those who have between 10,000 and 100,000 followers, since their influence on their audience is much greater, making it easier to use their mentions for the purpose of sales. Furthermore, nano-influencers, those with less than 10,000 followers, have the highest influence of all, thus becoming the deadliest weapon with conversion campaigns.
The most important thing, as I said earlier, is to think very carefully about the objectives. An influencer with more than 1 million followers, but whose only niche is on a channel like Youtube, Instagram or Youtube, for example, is not the same as a celebrity who may have a smaller number in their networks, but whose influence level of exposure and buzz for the brand can be much higher.
The ideal is always to make a suitable mix: Macro-influencers and Celebrities that generate a very large reach of your product, brand or service. And some micro and nano influencers that help generate purchases, but above all, the key is to create content that seems “organic”. Let it not show that you were paid, but rather that the person reviewed because they loved the product, brand or service. That is precisely the key. If the campaign is well executed with adequate storytelling and that feels like a mention of product placement, you are on the way to generating a very successful campaign.
We will surely continue to see investment growth at this level of marketing. Our clients are asking for it more and more in a world where we are oversaturated with impacts and advertisements on all social networks and the entire digital world.
As part of the strategies that we provide in our agency, mentions by influencers are always welcome and we will continue in that line, without hesitation.
we read next week