Influencer marketing is a type of marketing strategy that aims to promote products, campaigns or brands through actions and campaigns carried out with digital influencers. Influencer marketing has gained increasing relevance in recent years, becoming one of the main strategies for companies to promote a product or brand in the digital market.
Learn more here about how this strategy works, why you should invest in influencers for marketing strategies, and how to structure an influencer marketing strategy.
What is influencer marketing?
Influencer marketing is a strategy that aims to promote a brand's products and services through digitally influential people, with the aim of influencing the decision-making process of purchasing a solution. This strategy has gained a lot of traction mainly with the popularization of social networks, spaces where people share interests on a global level and allow brands to achieve a much greater reach.
This type of strategy uses the influencers' solid base of followers , the high level of audience engagement with the content produced, and a more personal approach to generate the necessary credibility that will convert the user into a customer. The difference with influencer marketing is the personalization of content and the real connection between these individuals and their audience .
This significantly impacts users' purchasing decisions, as it often con why buy overseas chinese uk directory veys the feeling that the recommendations made are from someone similar to you, the famous "people like us". Thus, it is much easier to convince a consumer to buy a solution, since these highly credible people are recommending it.
Who are the influencers?
Influencers are people who, with their established audience, play a vital role in users' decision-making. Digital influencers can be celebrities, bloggers or vloggers, opinion leaders and digital content creators.
There are many reasons why these individuals are influential. For example, an artist or celebrity becomes influential because of their work, which has attracted and generated notoriety and trust in the public. A content producer usually exerts influence because they have built popularity on social media and, from there, have built a base of followers who identify with them. Some become references in a niche or on a specific subject , about which they create content daily on social media, as is the case of producers of travel, humor and entertainment content, among others.
In addition, influencers can also be opinion leaders, such as experts who have in-depth knowledge in their field and thus convey credibility to their followers, such as fashion, gastronomy, technology, business influencers, etc.
Therefore, there are currently several ways to become a digital influencer, building a strong community and an ideal context for promoting solutions in an engaged and trustworthy manner.
Influencer marketing offers many benefits to companies looking to promote their products or brand. A 2023 survey by Influencer Marketing Hub showed that 83% of respondents still believe that influencer marketing is a very effective strategy. The same survey predicts significant growth in the influencer marketing industry, reaching approximately $21.1 billion by 2023, up from around $16.4 billion in 2022.
Thus, it is a market that is constantly expanding and that continues to promote good results for companies in various segments. Here are some reasons to invest in influencer marketing:
Large user reach
Influencers typically have a large and established base of followers , which makes this a very efficient strategy for reaching more consumers in a marketing campaign. This ensures expanded access to the target audience and more optimized promotion of a solution , since it is possible to speak to large audiences through one or more influencers.
Credibility and trust
Influencers are called that for a reason: they have the power to impact a user’s decision-making in a very optimized way because of their credibility . People connect with people and stories. Therefore, seeing “normal” individuals and getting a sense of “real life” from what is shared by influencers, generates trust in these users. Thus, a digital influencer can convince a user to buy or at least be interested in the solution through their credibility.
Increased engagement
Another benefit of influencer marketing is the ability to promote a brand or solution in a personalized way , creating content that resonates with the influencer’s audience and the brand. Research by Matter Communications showed that 69% of individuals are more likely to trust recommendations from friends, family, and digital influencers .
People are looking for genuine recommendations. Therefore, producing personalized and authentic content is a way to attract and engage an audience of people interested in and connected with the type of message that the influencer conveys on behalf of the brand, engaging this audience more effectively.
Optimized ROI
Return on investment is also one of the factors that make influencer marketing a profitable strategy option.
Research by Influencer Marketing Hub has shown that, on average, the amount gained in earned media for every $1 spent is $5.48 , and can reach $18 for businesses that are better structured in influencer marketing campaigns. These numbers are impressive, demonstrating that the potential ROI of influencer marketing strategies is very significant.
How to structure an influencer marketing strategy?
Actions and campaigns with influencers can have different formats and types of negotiation. They range from planning and choosing the influencer to analyzing metrics and results. Check out a step-by-step guide to structuring an influencer marketing strategy:
Define campaign objectives
An influencer marketing campaign must be well structured. Therefore, clearly defining the campaign’s objectives is crucial. Most of the time, the ultimate goal is, of course, to generate sales and revenue for the business. However, there may be several reasons why a company might invest in this type of strategy, such as:
Increase brand awareness ;
Promote new products or services;
Improve lead capture ;
Engaging and educating an audience about a brand, etc.
Therefore, being clear about what you want to achieve from the influencer campaign is the first essential step in designing an influencer marketing strategy.
Understand the business' target audience
The next step is to understand who the target audience/ persona of the company or product is. Having a clear understanding of the audience will help identify who the most influential people are in the industry and who align with the company’s goals. It will also help you understand who the consumers are that the company wants to reach with its influencer promotion.
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