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Jun 26, 2019

Influence marketing



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

The results of the studies carried out are positive and show that people clearly prefer recommendations to pure advertising. For this reason, one of the most widely used content strategies today is to use digital influencers.

These influencers are people with a relevant number of followers and high rates of engagement. The good identification of profiles aligned with the target and identity of the brand and whose content is 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 is proving to be the digital platform with the highest level of interaction. We know that people look for references to brands and products/services on Instagram, and it's crucial to have influential representation in this field.

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

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How do partnerships with digital influencers work?

Normally, sponsored content is posted on personal accounts and refers to the brand through tags and/or hashtags, as well as identifying the brand's official profile. At the same time, the brand's own page does the repost of the same images and promotes stories with discounts and promotions.

How are results evaluated?

To evaluate a 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 interaction rate results from the weighting between the number of interactions and the number of followers. It's also important to check the content of the interactions (this being the clearest feedback).

Have you heard about the 10 digital influencers featured in FORBES February?




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