The use of social media has increased in the last decade and Spain is one of the countries that use them the most. This means that more and more users and brands use social media to communicate and obtain information.
Within this communication channel, the role of the influencer is first string. Users follow their guidance and trust their advice more than traditional advertising, according to the last report by IAB Spain.
Thus, we could say that influencer marketing is nowadays one of the most in-demand and effective trends. Besides, numbers confirm that this is the right moment to work with this professional profile.
We are dealing with a marketing typology that brings several positive outcomes:
- Generates great impact amplifying the message potential.
- Connect with the user in a more natural, easier way than traditional media.
- Brings trustability. Working with influencers allows to reassure audience thanks to their image and followers.
- Influences purchase decision: according to numerous studies, blogs are the most influential media regarding users’ buying, right above friends and family.
- It is a fan phenomena: people do not only admire talent, but a lifestyle. Social media have allow fan to be closer to their idols in an immediate, daily basis.
- Generates content: and video, through real and quality content, is the favorite format.
28% of marketing experts consider influencer marketing the fastest way to customer acquisition. More than half of consumers belonging to both Millennials and Generation Z recognize the strong influence this figure exerts in their purchase decision.
But not all content is valid, as selling is not the top ambition. The objective is to provide value content from the own experience and then transmit it to the followers. In this sense, micro-influencers are gaining momentum, with lower fans ratios but high levels of reliability and engagement, plus a clear segmentation of their target audience.
In order to apprehend the scope and effectiveness of this tool we must take two aspects into account: monitoring and ROI. Brand actions must be analyzed as well as the different tasks in the media used. Besides, ROI estimation allows to assess the contribution of each of the influencers to the campaign: level of outreach, viral content, web traffic, mentions, reactions, etc.
Influencer marketing brings a brand trustability, positioning and customer loyalty.
Beatriz Romero, Digital Director at beon. Communication
