Influencer marketing is a novel marketing strategy that consists of achieving a series of collaborative links between brands and companies and those people with great visibility and prominence on the internet, who are known as ‘influencers’.
The Internet, and especially social networks, have generated the appearance of a series of people, who in the traditional media receive more or less the equivalent of famous people or celebrities, who have become references for a large number of users.
These influencers are characterized by having a lot of hook and charisma in the virtual world. Some of them, like YouTubers, have channels with thousands (and, in some cases, even millions) of subscribers and followers.
Obviously, these kinds of social networks are real rough diamonds for brands, since a criticism of a certain product or simply their appearance using a clothing brand or another item can raise the popular acceptance of a certain whole by many integers. branding and thereby driving sales skyrocketing.
The advantages of influencer marketing
The main benefits of using influencer marketing techniques in our campaigns are as follows:
The positive messages of our brand or company are amplified. There is a lot of conversation on the net about our products or services. Traffic to our website or the landing page of our campaign increases. Influencers are very followed by a target audience with a great purchasing power and consumerists: the millennial generation. If designed well, an influencer campaign doesn't have to be very expensive, and a satisfying and profitable return on investment (ROI) can be achieved. The brand gains reputation and prestige.
How to design an influencer marketing campaign?
To design a good influencer marketing strategy to fit into our overall marketing campaign, we must follow these steps:
The first thing we have to do is identify the most relevant influencers and, above all, those who best fit with our products and the values of our brand or company. Once the influencer (or influencers) that interests us for our campaigns has been identified, we must achieve a favorable attitude on their part towards our product or service. We have to get positive reviews from the influencer for our brand or product. Another option is the insertion of an advertisement, more or less covert, during these influencers' appearances (content). We can also invite them to our product launches in order to promote them.
Influencers are not a novelty. On the contrary, they have existed since the media began to become really massive, first with the written press, and then with radio and television.
Influencers are opinion leaders. Before, they were famous people, athletes, or personalities from politics and culture who, when talking about a brand or a product in the media, impacted their followers’ purchase decision.
But with the advent of the internet and the explosion of 2.0 networks, this potential to influence consumers was extended to a new sector of the population: that of social influencers, or people who have managed to build their own audience through networks. social networks such as Instagram, Twitter, Linkedin or YouTube, to name the most chosen.
People who make up your audience closely follow the information shared by the influencer, and are also sensitive to their opinions. And that’s where promoneum comes in.
How influencer marketing works
Influencer marketing works by establishing relationships between brands and influencers who share a common audience. Its objective is to amplify the reach of a brand and influence the consumption habits of its audience.
But how are those relationships established?
In influencer marketing, the marketing actions of a company are directed directly at the people who are identified as influencers. It is not aimed at a general audience because the effect on the public is considered to be derivative. Campaigns are implemented mostly through social networks, the medium in which influencers build their popularity.
a goal may be to increase sales through Instagram by 20% during the two weeks of the campaign.
Normally, the objectives of an influencer marketing campaign will be focused on:
Increase sales. Increase conversions. Increase the visibility and notoriety of a brand. Reach new audience segments. Increase followers on social networks. We are improving the reputation of a brand. Increase customer loyalty. Linkbuilding.