What is Influence Marketing?
What is Influence Marketing?
With the increase in the number of users on social networks and with the growing importance da communicatingtion through thises channelsI’m sure you’ve heard of the word the word “
i
nfluencer” (or “
i
nfluencer
“ in English).
But what exactly is an influencer and how can este be part of a marketing campaign (“marketing of influence marketing”) and benefit a brand?
How did influencer marketing come about?
O
m
nfluence marketing
emerged around 2006at the time eFacebook was just starting to gain popularity and Twitter was born. and Twitter was born.
However, most content creators had not yet started betting on these platforms. Most areram
bloggers
who shared their experiencesexperiences on websites, through writing, e few were the ones were able to get a significant remuneration a promoting products or services that theythey believed in.
Currently, as a result ofncrease of social networking platforms and the growth of the of users, there are more and more influencers living frome partnerships with brands.
What then is influence marketing?
It is a marketing strategy that involves the collaboration ofcollaboration influencer or content creators with the brand itself.
As in other aspects of marketing, inthis aspect also there are these two campaign models:
-
Paid
media
. the influencer is hired by the brand to promote a product or service
.
-
Earned media: the influencer publishes content to promote a brand without being paid. He canhe may receive products for his own use, or be invited to an event, por example. Your only task in both cases is to share your experience on social media.
Types of influencers
Thus, we have:
Macro-influencers
They have a larger number of followers (at least 100,000) compared tothe other and usually work with an agency agency that manages the partnerships with brands.
The fact that they have a large number of followers makes them the most expensive type of influencer. expensive influencer of hireto hire, since their content reaches a larger audience. However, it should be noted that typically your engagement rates
engagement rates
are lower.
The macroinfluencers can be particularly useful for branding campaigns
brand campaigns
awareness campaigns
e brand awareness campaigns andlaunches.
Microinfluencers
Although have a smaller audience thanue thanthe macro influencerstheira engagement engagement rate tends to be higher, which can be interesting for brands looking to directly sell their product/service. their product/service.
Nanoinfluencers
They have between one thousand and
10 thousand
followers.
S
re useful for reach a niche market and communicate with a audience more loyal and interactive public.
Both the nano-influencers and micro-influencers can offer great returns, since they are more accessible to hire and their audience is typically more loyal and interact more.
Even if you have a high budget for influencer marketing campaigns, this does not mean that using a macro-influencer is the most beneficial. Sometimes it can even generate losses.
What to measure in an influencer marketing campaign?
How you measure the success of your influencer marketing campaign will depend on the goals you initially set.
If you want to generate brand awareness, the number of impressions reached (or of views, at case of is a video) is an important metric to analyze.
On the other hand, if your goal is to generate more sales, you might want to know the number of sales that the influencer generated. This can be identified through a link that the influencer has shared on social networks.
How to analyze the performance of an influencer marketing campaign?
Brinfer
that allows you to analyze in real time all the metrics you need (number of reactions, cost per conversion, cost per 1000 impressions, number of impressions, among others).
