Is all influence good influence?
A successful influence strategy involves using the association with a particular personality as a means to shape the public’s thoughts, behaviors, and actions, familiarizing them with the brand, influencing their purchasing decisions, and fostering a long-term connection.
This is an increasingly attractive strategy in a world of social media platforms, experience-sharing, and the search for recommendations. When a brand leverages an influencer’s channels to authentically connect with its audience, the potential impact can be far more effective than other marketing efforts. Why? For two main reasons: influencers operate on the universal currency of trust, and trust leads to conversions.
The danger in implementing these types of strategies lies in associating a brand with influencers who have nothing to do with the brand or its field of activity, or in failing to capitalize on the initial visibility gained. In a study developed by the platform for marketers and e-commerce professionals Econsultancy and Fashion and Beauty Monitor, 73% of the respondents cited the difficulty in identifying key influencers as the biggest challenge in a strategy of this kind.
A digital strategy based on the role of influencers can help create a narrative that goes far beyond the ordinary, introducing an emotional and relatable element along with a recommendation dynamic. Content tailored to the right influencer has extraordinary power. The problem arises when the content, the influencer, the idea… basically everything falls flat.
Given that this is a complex and time-consuming process, the challenge lies in identifying the right people to engage with our most relevant niche audience. As these influencers also become more selective about these types of proposals and the brands they want to associate with, the future of communication lies in identifying the most effective partnerships and knowing how to develop a strategy that hits the mark.
Marta Gonçalves
Managing Partner | Say U Consulting