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Marta Peral Ribeiro

Marta Peral Ribeiro
– Communication Consultant –

Influence marketing

Much is said of the digital influencers, whose opinion on social networks can inspire behaviors, consumption habits and lifestyles. It wasn’t long before large companies noticed this phenomenon, social networks being a fertile territory of communication for brands. But who in fact are these creators and what is their impact on marketing?

Marta Peral Ribeiro
– Communication Consultant –

Influence marketing

Much is said of the digital influencers, whose opinion on social networks can inspire behaviors, consumption habits and lifestyles. It wasn’t long before large companies noticed this phenomenon, social networks being a fertile territory of communication for brands. But who in fact are these creators and what is their impact on marketing?

The famous have always had influence on the public, able to lead fans to change their ways of being and even buy certain products. In the digital age, this ability to influence the masses is found in personalities on social networks, whose merit is not always due to their notoriety.

Better known as influencers, they are people who master a particular theme and transmit it through social networks, communicating with authenticity and closeness. Over time they gain recognition from the community they have been building, to the point of influencing their purchasing decision.

One of the greatest examples of success in Portugal is Helena Coelho, who on her Youtube channel shares makeup tutorials consistently, becoming one of the main references in the area of Beauty at a national level.

Facebook da Helena Coelho

The Evolution of Influence marketing

If there is advertising that is guaranteed to work, it is by word of mouth from someone you trust.

And this is where marketing comes in: realizing its potential, many companies have begun to partner with digital personalities to increase brand awareness and promote their products. In this way, the brand obtains the confidence of consumers through the confidence they in turn have in the influencer.

Even at a time when there were so many limitations in advertising production, many digital influencers were able to bridge this situation by producing creative content from home that reached the same target audience.

Micro or Macro: the spectrum of digital influencers

These are the main features that define a good influencer:

  • Authenticity
  • High reach (message reaches many users)
  • Consistency in the message
  • Knowledge of the subject
  • Ability to create their own content
  • Ability to communicate with a narrative (storytelling)
  • Transparency
  • Strategic and entrepreneurial vision

Regarding the number of followers, there is a grading scale of influencers:

classificação de influenciadores pelo número de seguidores numa rede social

 

As a rule, a microinfluencer has more impact than a macroinfluencer. Why?

  • The micro influencer has a closer relationship with the audience, not only by having a greater knowledge of its niche, to whom they devote more attention – generating a higher rate of interactions.
  • The macroinfluencer – often a celebrity – ends up covering a larger audience, with less availability for interaction and also greater distance.

Is it an efficient strategy?

Influence Marketing Efficiency translates the average interaction rate in the influencer’s post mentioning the brand (with the brand hashtag, in addition to the hashtag #pub or #ad), compared to a publication of the brand itself. The higher the score, the more efficient the partnership is.

A SocialBaker’s study conducted between January and April 2020 looked at partnerships between large and small brands (more than 8000) and digital influencers, concluding that:

  • All campaigns with influencers proved to be effective, especially when they had more than 50,000 followers.
  • This type of marketing is most effective for smaller brands (less than 10,000 followers).
  • The most efficient partnerships for major brands occurred with macro-influencers (more than 1 million followers).

Influencer Marketing Efficiency Index

But to be fair: even though, in general, the impact of partnerships between brands and digital influencers is positive, there are areas that are at an advantage over others, given the current circumstances we all know.

While the health, entertainment and food sectors have seen an increase in interest in social media, areas linked to tourism, festivals and cultural events, for example, face the opposite.

Social networks: which one?

It is important to adapt the Influence Marketing strategy to the chosen platform, because one campaign can work well in one network and not another.

According to The State of Influencer Marketing 2020 study, Instagram and Facebook continue to be the chosen social networks for marketers.

Also Youtube, Twitter, Pinterest, TikTok, LinkedIn and blogs are also relevant:

plataformas influence marketing in 2020

Redirecting content

When the strategy is well outlined, the influence marketing experience can and should be redirected to other channels: website, email, other social networks, etc.

Throughout the year, brands can also maximize the cost-benefit of the campaign both in creating new creative content and at the level of their target audience, narrowing the connection or eventually redefining the persona.

The B side of influencers

Transparency and consistency of digital influencers are key factors for the success of a partnership with brands.

Follower fraud

Although there is currently tighter control over the influencer market, until a while ago there used to those who paid to get more followers, thus creating a non-organic audience.

This harmed brands, which paid content creators according to the number of followers they had which in fact did not fully match their target audience.

Influencer is not a profession

If the influencer’s publications constantly involve sponsorship, the connection initially created with the audience is no longer natural. The follower, who used to be inspired and trusted that creator of content, eventually losses interest.

Low transparency

Transparency is sovereign: when there is advertising, the content creator should always make it clear that it is a partnership, referring to the brand and using the hashtag #pub.

“Influence Analytics”

Finally, it is necessary to evaluate the investment (ROI) of partnerships with influencers.

It is essential to compare the results of the publication of a given product made by the influencer and the publication of the same product on the page / network of the brand itself.

Here are a few things to consider:

  • User engagement (total comments, likes, shares)
  • Brand recognition
  • Total views (including reach of specific hashtags)
  • Conversion rates (email subscription, downloads, adherence to giveaways)
  • Click-through rates
  • Sales

Conclusion

By choosing the right digital influencers, brands can have an advantageous cost-benefit ratio, which in addition to being more profitable compared to traditional advertising also serves to better target their target audience.

However, it takes a lot of tact to choose a partnership that is constructive for the brand, otherwise the reputation of the brand may be tarnished. Therefore, it is essential that the activities and approach of content creators are consistent with those of the brand.

Basically, more than having a high number of followers, the effectiveness of a digital influencer is measured through the involvement he has with them, namely the trust he has conquered and which translates into the amount of interactions.