Karen Herrera
PR and Editorial Manager
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Influencer Marketing: The Human Element in Advertising

By Karen Herrera | Wed, 08/24/2022 - 09:00

Let's start with the basics. What or who are influencers?

In the middle of 2022, surely everyone knows what an influencer is and what they do, but rather than ignore it, let’s talk a little bit about the meaning. An influencer is a figure who goes far beyond the obvious qualities, such as being someone who is famous, has many followers, or sells on social networks.

An influencer is a person who, thanks to the quality of their content, coherence and experience, in conjunction with their personality and area of ​​expertise, manages to position themselves as someone who has an impact and influences the decisions or tastes of their community or followers.

Over the years, we have seen many celebrities become the image or ambassador of some brand so that the consumer associates the product with the personality and generates an aspirational feeling that leads to consumption. However, there are some differences that are definitive between this type of advertising and the marketing work that we have seen in recent years carried out by influencers, such as the fact that they do not need another medium (magazines, billboards, etc.) to impress the public: they use their own platform. It is also indisputable that having their own community and direct contact is one of their most valuable assets; in addition to being a digital platform, it is 100 percent measurable (compared to traditional media).

What is behind the success of advertising with influencers? It is more humane, less invasive and much more credible. The digital age opened the door for anyone who was not necessarily considered a celebrity or famous to share their day-to-day, hobbies, skills, reviews, opinions and more.

Although many current influencers have a background in the world of the famous, many others have emerged along with the exponential growth of social networks, and with them their community, which has given us a feeling of closeness and empathy.

Why are brands investing in campaigns with influencers over traditional media or simple digital ads? Here are some reasons:

Because they create a loyal community: If their followers are organic, they will be people who are interested in the influencer’s content, reflecting a specific audience, which creates a niche.

Brands can conduct social listening: It is easy to detect the reaction of the public toward the brand, whether positive or negative.

It is measurable: Because it is on a digital medium, it is much easier to measure impact.

The public goes to them: There is no need to go the extra mile with a captive community that is watching your content.

It's highly profitable: On average, every $1 spent on influencer marketing generates about $6 of revenue, an ROI of 600 percent.

So far, it all seems incredible and that there is no possibility of an error; however, due to the market’s accelerated growth, we can also come across accounts that have paid for their followers, where the content is not consistent with the personality or that have reputational issues, among many others. We recommend you take into account the following factors:

The mission and vision is not only for an enterprise. Although we have been taught to associate this directly with companies, we must take into account that an influencer does business through their content and it is very important to know if their values ​​and actions are aligned with your brand or if they contradict each other. The success of the campaign may depend on this.

Ask for their metrics and media kit. As we mentioned earlier, many accounts have paid followers or even bots. It is important to make sure that the influencer knows their audience in all aspects and is open to sharing the numbers generated, making it easier to make a decision.

Creative proposal. An influencer is also a content creator and if the brand imposes what should be communicated, it could lose its impact. Remember that influencers will speak directly to their audience, so give them creative freedom; they know their audience best, they know what goes viral and what generates engagement. This does not mean giving them 100 percent control: you always have to provide guidelines, do's and don'ts and a brief for designing their content.

Recurring campaigns. If historically a brand has already campaigned with the influencer and is doing so again, it means that the result has been flattering. It is important to know what brands they have worked with and whether or not they have contracts with similar companies.

It is important to adapt the content to each social network. Repeated content on three different social networks does not have the same impact as adapting the content to each one. People do not share in the same way or spend the same amount of time on Facebook as on Instagram or TikTok. It can even be a completely different audience.

Photo by:   Karen Herrera
Karen Herrera Karen Herrera MBN Staff