Within virtual life and social networks, a small group of people have risen, gaining popularity thanks to its simplicity, its transparency or its charisma, with a high number of followers who thirst to know what their referents do, have turned them into «influencers».
Consuming their content and closely following their daily activities, turning social networks into a channel through which they can see «more live» and more «natural» the day-to-day life of these influencers.
Thus, the marketing of influencers and their potential lies in the scope they generate, becoming one of the most implemented marketing strategies currently by many brands, reaching their respective target audiences.
It should be remembered that behind the figures that support these influencers, expect ordinary people attentive to what their idols do, what they consume and of course, listening to what they say; from codes of ethics, to the humor or language they use.
Seeing people interact as people with other people has given them the credibility that show business has lost, allowing users to see these influencers as real, possible examples and of course, an opportunity for interaction, to see them as more mortal than unattainable beings.
Just a mention, use merchandise or visit somewhere, is enough to generate trend. That is why the results of working with influencers have been quite favorable, among which we can mention:
- The constant opinion about the brand/company.
- The mobility of generating opinions and interactions with other users on a specific topic.
- The trend positioning of the brand, company or product.
- It increases the traffic to the websites or the landing page of some campaign.
- The constant ability of the influencers to buy and consume.
- A well-designed campaign can be more profitable with satisfactory achievements.
- The brand achieves position, through an opinion, generating reputation and prestige.
It should be noted that influencers are people who have enough reelection to persuade and change the behavior or decisions of their audience, by the same connection they have generated with it and their loyalty is sealed by the trust that the influencer provides them.
That is why the value that influencers give to the message that is handled during the collaboration is very important, because it depends on the connection that can make with the brand or the rejection that can result.
Adapting to this modality can be a bit out of the ordinary, since the habit of generating creative messages is the bread of marketing, but in the case of influencers, it is more about being airtight, natural and generate chat between the same netizens.