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In Mexico, according to a study, there are just over 430,000 influencers and/or content creators.
By this year 2023, it is estimated that there will be 104 million Mexicans using smartphones.
To this day, brands already make use of the influencers to penetrate new markets and reach new audiences.
Over the years, the marketing of influencers It has been one of the most important for brands and, now, a new study reveals that this grew to 26.4 percent, consolidating itself even more in a context in which digitization continues in crescendo.
Specialists assure that, with the arrival of the smartphoneshe marketing Digital had a radical turn, which, thanks to social networks, expanded even more.
A study carried out by the statistics platform Statista, Statista Digital Market Insightsreveals that by 2023 there will be 104 million Mexicans using smartphones, a figure that, by 2026, will reach 118.1 million smartphone users. smartphonesa fact that speaks of the great relevance that mobile devices have gained over the years, positioning themselves, more and more, in the user’s own habits.
Having said this, it should be noted that, in the same way, we are talking about a context in which, in Mexico, access to the Internet is given, mainly, through the use of smartphones. According to data from National Institute of Statistics and Geography (INEGI)at the end of 2022, there were 98.6 million people with Internet access, a figure that will increase to 118.2 million by 2026, with the use of smartphones being the main access route for people.
Now, taking these data into account, it is not surprising that the vocabulary of these more connected generations already includes concepts such as “influencers“, “tiktoker“, “content creator”, among others, to its daily use. In addition, it is a profession that, year after year, is growing in popularity.
Marketing of influencers grew 26.4 percent, reveals study
Time advances and, with it, the relevance of the influencers it becomes more rooted in the habits of Internet users, while, nowadays, brands are not missing an opportunity to attract the attention of audiences.
Based on this premise, the results of a new study carried out by prime tagwhich talks about the importance of marketing influencerswhich, between 2020 and 2023, grew more than 20 percent.
The most relevant data mentions that the investment in the influencer marketing it has grown to 26.4 percent between 2020 and 2023, that is, more money is paid to reach a smaller audience.
On the other hand, according to what said study indicates, Instagram Reels are gaining more and more importance. Even in the last 12 months, this format has increased its reach rate by 10.95 percent.
“The influencers they are very profitable if they are the right ones. There are many variables and data that must be taken into account and measured to find the right influencers suitable for each company or product. Without that measurement, companies throw away a large part of their investment in influencers as we already saw last year with the study that showed that brands had wasted 20 million euros”, reveals Manuel Albuquerque, CEO of Primetag, the platform that developed the study.
In short, social networks will continue to grow in relevance, thanks, to a large extent, to the influencers and/or content creators who, among other things, are the favorites of young people, of centennials and, now, the so-called “alpha”.