Influencer Marketing is an industry-specific technique that has emerged in recent years from a variety of internships and studies thanks to a new user model on social networks and blogging platforms. This type of marketing identifies people who have some influence over a potential buyer and allows them to attack a target customer in a more indirect way than advertising.
Broadly speaking, it is understood that an influencer is one who has the ability to communicate and that such content is assimilated as a definite truth by the user.
In fact, although it may seem like a completely new term, Influencer Marketing is related to a basic theory in the Lazarsfeld and Katz Communication sector of 1940, where political communication is analyzed and it is confirmed that people are influenced by second-hand information and opinion leaders.
What does it mean to be an influencer today?
If we start then from the theory set out above and point out that the media influences the way we see the world in a certain way, another definition can be established towards the figure of the Influencer at this time. This change of the key model in Influencer Marketing is due to the evolution of social media networks and the Internet.
An Influencer is the person with such a presence on social media platforms – currently YouTube and Instagram mainly – that manages to influence to a greater or lesser extent a target audience. This ability to influence means that a trademark or brand may be interested in that influencer in order to act as a prescriber and thus generate more sales of certain products and services.
In different reference pages it is noted that an influencer is the person who has some credibility on a particular topic, but does not have to be an expert, have studies or have worked on it for years. Actually, what gives value to the current Influencer is the type of content they post; the ability to generate opinions and reactions; move to a large mass of audiences and generate interaction with it.
How has Influencer Marketing evolved in the 21st century?
Interestingly, the concept of Influencer is considered new. Previously, when a journalist was writing a report about how wonderful a trip to Marrakech, it is quite possible that the reader would not appreciate the influencing effect that could generate. However, the current influencer phenomenon began to emerge in the Blogger world that began almost ten years ago.
A very clear example of this Influencer Marketing is Dulceida. Aída began, like many other bloggers focused on fashion, trends and lifestyle, publishing her daily outfits and talking a little about her life. Studying her follower base behavoir revealed that she was boosting sales of those brands she promoted on her social media platforms.
To this day, Dulceida has a clothing brand; organizes an annual event called ‘Dulce Weekend’; she was the host of a television show; travels almost daily; her wedding was followed by millions of fans and became the image of powerful brands like Rimmel London, Bulldog Gin, Adidas and Levi’s.
And Dulceida is just a large-scale example of what you can achieve, create and develop when using an influencer whose base channels are a web page and social media. Many of these people have managed to generate a monthly salary thanks to their publications, content, blogs, profiles on Instagram or their YouTube channels.
Most Popular Type of Influencers
In Inluencer Marketing, an influential person and opinion leader that your target audience follows, come in different styles. Let’s look at some of them:
- Opinion Leader
Is an influencer that endorses products or services in the realm where they are specialized in. Their opinions may or may not be paid by a Brand.
In this category we could enclose famous people (writers, actors, politicians, singers…) that already influence people. A clear example of this is the IT Girls phenomenon that emerged a few years ago and the influencer with a high level of popularity. Examples of this category are definitely Kim Kardashian and Taylor Swift.
This concept of influencer refers to that expert in a sector that communicates their knowledge through social networks. For example, it is very common to hear the term “marketing guru” and it is unusual to refer to such people as influencers, but they have a similar goal. However, they can be industry experts or experts in selling smoke.
Bottom line, anyone could be an influencer now a days. All they need is to have content that connects with enough people and help boost their social media following base.
Key concepts in Influencer Marketing
After analyzing the phenomenon of influencer marketing that ravages social media networks, we can set a number of parameters that are met in all of these users and that we see daily in our Instagram, YouTube, Facebook, Twitter, LinkedIn and other social media feeds.
- Closeness to target audiences through social media
Influencers are considered celebrities by their followers and social media has enhanced this over the years. The posting of videos and photographs on the spot and even videos have attracted total interest from consumers all around the world. This means that when you follow a celebrity on Instagram, you can feel part of their everyday lives, commenting and liking on their posts. You feel the closeness.
- Increased Advertising Effect
One of the effects that influencer marketing should create the want to purchase a product from the brand they are endorsing. That is, to achieve the same effect as traditional advertising, but in a much more subtle way. We can say that the “I want it because I’ve seen it on TV” has become a “I want it because Kim Kardashian has tried it” or “because Kanye wears it and looks great”.
- Hyperreality and well thought out content thanks to the Social Media format
Influencer marketing seeks to show users an ideal, perfect and emotion-provoking image. Instagram is a social network focused on photography and YouTube on video, in both the image must be impeccable at its own level. Creating well-structured, original visual content can enhance reality for your target audience.
- Relationship with brands and companies
The influencer business exists thanks to the livelihood provided by the brands (and the expectation of the followers, of course). The cost or fees for your product placement are usually set by the influencer himself or the agency that handles their business. Sometimes its possible to trade services for free products.
How Can You Apply Influencer Marketing to your Brand?
First you will need to study your buyer persona; get to know your target audience. Then, find the influencer that fits your brand’s value. Have them tested your product. Work closely with your content strategist to come up with original and shareable posts that will engage and ultimately trigger your audience to buy from you, after his or her idol has posted about your product.
Remember to always ask for a media kit when contacting an influencer for possible work together. Go for not only the number of followers, but for their engagement rate.