Lately, Influencer Marketing is attracting the interest of big brands, and it seems that it is a phenomenon that will intensify in the future. And no wonder. According to the data [i], influencer marketing reports to companies an average of more than $ 7 for every dollar invested, so almost 40% of large companies have started to invest in it.
What is an influencer?
At this point, many of us have an idea of what an influencer can be, as it is a Digital Marketing strategy that is currently widely used by brands. However, there are certain doubts about this figure: is he a famous person? Is it someone with a lot of followers on social media? Someone who sells products? For all questions, the answer is “not necessarily.”
An influencer or influencer is someone who, thanks to his personality and social skills, has a great influence on the opinion and decisions of others. These qualities are ideal to become a prescriber of a brand or a product.
Types of influencer
If we search the network for types of influencers, we can see a long and varied number of types of influencers, most of them focused on social networks. But there are others such as influencers in the family, friendship, business … On this occasion, by focusing on influencer marketing, we focus on influencer in social networks and promoneum
Influencers on social media
Focusing on the Internet and social networks, an influencer is a person who can communicate and influence purchase decisions or specific issues. He has the power of conviction and a large number of followers on his profile on the network or social networks he uses.
Among the types of influencers that we find in social networks, we can distinguish between:
Lover. User who shows his support for a brand on social networks without there being a formal relationship with it or remuneration in return. Ambassador. The user who supports a brand in exchange for some remuneration or compensation from the brand. Celebrity. The recognized and influential person outside of social networks uses their celebrity status to communicate with high impact. Popular. A very influential user within the social network, but unlike the celebrity, is not outside it. Expert. A person with direct influence due to the profession or expert knowledge.
Influencer: person capable of communicating and influencing purchase decisions
Influencers in organizations
Outside of the digital sphere, there is also the figure of the influencer, for example, in the business sphere. An influencer in an organization is an employee who controls and is present in most of the information flows in the non-formal relationships of the company. In other words, although he does not necessarily hold a managerial position in the formal hierarchy, he is a person of reference in the company who is consulted and asked for help, going beyond his functions and tasks.
These influencers in company circles are key points in communication and dissemination of expert knowledge in the company. Within an organization, we can distinguish between 5 types of influencers:
Supporter: employee that her colleagues recognize as a source of support to carry out the work. Leader: an employee who inspires his colleagues, whose opinion is taken into account in decision-making. Broker: an employee in a strategic position in the flow of information. Expert: person recognized by his peers as an expert in one or more subjects of knowledge. Catalyst: a person who encourages innovation and change among their peers.
Influencer in organization: employee who controls most information flows
Influencer Marketing or Influencers Marketing consists of a strategy where a collaboration agreement is reached between a brand and an influential person to spread or promote their brand, usually to increase the visibility of the brand, the traffic to the web, the number of followers on social networks and, above all, increase the number of sales.
The potential of influencers is undoubted: we trust more in the people we feel closest to and, in this aspect, we can perceive an influencer as a friendly prescriber, more human and credible than the usual advertising. The key to an influencer’s success is their authenticity.
Welcome to Influencer Marketing. More and more, we see collaborative publications in different media. Common people and well-known brands, or vice versa, come together in a photo, post, or video. Well, pay attention because these are not ordinary people and their publications are the new way brands have managed to contact their public. Who are they? What do brands earn? How do you do it?
In the following guide composed of three parts, which we will publish in the coming weeks, we want to explain what Influencer Marketing or Influencers Marketing is, what its advantages are and how you can adapt it to your business; we have also talked with some of the most important influencers from Spain to tell us about their experience and thus help you decipher how to choose the right influencer for your brand, how to plan an Influencer Marketing campaign, and how to get the best out of it, measuring the impact, correcting and repeating the experience.
What is Influencer Marketing?
We have previously talked about the change that social networks have generated in how we approach brands and buy products. Considering data from 2020, trust in the brand is more important to consumers than its reputation, its performance, or how well it treats its customers. Trust has become the key to having loyal consumers, which is why it is so important to know how to select who you want to represent you.
some people have already formed an image, have gained the trust of their followers, and have been building a community around them that allows them to climb a link in the hierarchy of social networks; these are the ones that have gone from being users to be Influencers or, its term «Influencers»