Marketing influence identifies opinion leaders, currently known worldwide as influencers. The power that influencers have to communicate, persuade, convince and excite audiences is undeniable. For this reason, it is one of the main strategies used by brands to get closer to their audiences through social networks and other digital platforms. In recent years, this practice has evolved, bringing with it new techniques and ways of collaborating.
In this blog, we review what this technique consists of, how it is carried out, and what its advantages are. Do you want to expand your training in the marketing sector or start your career in this field? The Master in Digital Marketing and Social Media Strategy is perfect for you!
Who is a marketing influencer?
Marketing influencers are currently one of the best channels for brands to communicate with their audiences. Trends in influence marketing point to a dynamic where brands establish partnerships that are medium- and long-term collaboration strategies. These are not only based on economic remuneration but also on values. Marketing influence uses a series of techniques that allow reaching the audiences of digital platforms through the collaboration of brands with opinion leaders. Surely, you have seen countless people sponsor all kinds of products: clothing, cosmetics, food products, restaurants, beauty centers, etc.
However, marketing influencer is not limited to sponsored posts and Instagram or TikTok ads. This marketing strategy is also found on other platforms. Every day, brands have to strive to find new partners with whom to collaborate and build a community of users whose principles are aligned. In addition, it is very important that brands take into account the role of superfans of consumers. This will be of great help in designing exclusive actions and effective loyalty strategies.
Benefits of social media marketing influencer
Marketing influence allows brands to use channels frequented by millions of users to promote products. In addition, these channels have a large number of segmentation criteria, which other traditional ones, such as television or radio, do not allow. In social networks, brands can segment by demographic data but also by lifestyle, social class, purchasing power, interests, etc. Therefore, brands are more likely to reach their audiences through social media influencers. On the other hand, digital channels have a high engagement rate, so the strategies implemented in these channels are usually effective and generate interaction from the beginning. Below we summarize the benefits of an marketing influencer strategy:
- It provides users with greater confidence since marketing influencer acts similarly to word of mouth but with opinion leaders. Consumers trust consumers more than brands.
- Influencers have more capacity to convince since their followers tend to idolize or admire their personality or their lifestyle, and they want to “imitate” them in a certain way.
- The content created by influencers tends to have better results than that produced by the brand itself. They have a remarkable ability to get messages across to their audience, and they know what kind of people are following them. The content can be modified depending on the campaign, but the identity of the influencer always remains.
How to create collaborations with influencers?
- Gift products or services. Many brands offer free products or services in exchange for influencers showing them on their social networks. Many people use unboxing or live unboxing, consisting of creating videos where the received package is opened, and the products are shown.
- Discount codes. The brand offers an influencer a discount code to offer to their followers. For each purchase made, you get a certain percentage. These also receive a discount, usually greater than the one they offer.
- Brand ambassadors. It consists of using one or more influencers as the image of the brand. News, new products, or events, among others, are communicated through these people. They usually have a higher cost, but they are long-lasting, so all kinds of techniques are applied: discounts, raffles, gifts, etc.