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Jun 26, 2019

Influence marketing



Did you know that 74% of consumers trust social media to make purchasing decisions? And that 65% of the best performing Instagram publications have products? Social media revolutionized the role of brand ambassadors and left the power of decision in the hands of well-known influencers - who have become the new digital ambassadors for brands.

The results of the studies carried out are positive and clearly demonstrate that people prefer recommendations over pure advertising. Therefore, one of the most used content strategies today, involves using digital influencers.

These influencers are people with a relevant number of followers and with high rates of engagement. The good identification of profiles aligned with the target and brand identity and whose contents are created in a natural way, generates greater awareness and amplifies the brands' message to larger contact networks.

A study by Quintily (https://www.quintly.com/blog/social-media-benchmark-study?fbclid=IwAR27gbX7xb94zXAll0MA5ks2hWiJ-WHiuDEtHRxRj0YYeY2WG1MZ8ttqFNs) shows us that Instagram has proven to be the digital platform with the highest degree of interaction. We know that people are looking for references to brands and products / services on Instagram, and it is crucial to have a representation of influence in this field.

Philip Kotler (Marketing 4.0) concludes that current marketing is focused on the power of the community, which consists of groups of unknown people who, through groups and common causes, help themselves to make decisions through the power of recommendation and evaluation. The purchasing decision power is undoubtedly based on this “sector” of influencers.


How do partnerships with digital influencers work?

Usually, sponsored content is placed on personal accounts and sent to the brand through tags and / or hashtags, such as the identification of the official brand profile. In parallel, the brand page itself does the repost of the same images and promotes stories with discounts and promotions.

How is the results evaluated?

To evaluate a campaign influence marketing it is necessary to account for some essential metrics, such as the number of followers (measures the popularity of the profile). Then, we highlight the interactions, and the rate of interactions results from the weighting between the number of interactions and the number of followers. It is also important to check the content of the interactions (this being the clearest feedback).

Do you already know the 10 digital influencers featured at FORBES in February?



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