Influencer marketing: why, how and with whom?

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Dimaeiya333
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Joined: Sat Dec 21, 2024 3:38 am

Influencer marketing: why, how and with whom?

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Influencer marketing ( also known as influencer marketing) is a communication method that addresses the main problems faced by brands and communication agencies when communicating with their targets on social media.

Influencer marketing in a nutshell
Faced with the constant change in communication methods, brands must be creative in order to develop effective processes capable of reaching demanding consumers who are reluctant to intrusive advertising. Turning to an influencer gives credibility to the campaign with a more authentic and accessible message, transmitted by an opinion leader.

Today's consumers have changed their behaviour towards the media. 63% of Spanish Millennials (16-30 years old) connect to social media every day and consume less and less traditional channels such as radio or television. Therefore, social media represents a real challenge for brands.

What is an influencer?
There are three main types of influencers:

– Mega-influencers or celebrities: very popular, they have a large community and allow for greater visibility and notoriety

– Macro-influencers : their audience is much more engaged and closer to their interests, they provide relevance and coherence

– Microinfluencers : they have few followers, but are appreciated for their authenticity and proximity

To measure the notoriety of influencers, several criteria must be taken into account: the size of the community, the strength of the engagement rate, the number of posts and the impression rate. Community size, which should not be considered as the only important criterion, represents the number of followers of the influencer on each social network. The more followers an influencer has, the greater the potential reach of a digital influencer campaign.

To do this, the engagement rate, i.e. the number of interactions compared to the number vp media email database of followers, must be high, to ensure the audience's reactivity towards an influencer. It is also important to select an influencer who is active on social media and who posts regularly. Finally, it is important to take into account the impression rate of each influencer, which corresponds to the part of the audience that actually sees their posts and is therefore reached.

The different social networks for influencer marketing
Each social network has a different impact on consumers, so you need to carefully choose which platform to run your influencer marketing campaign on.

Facebook remains the most popular social network in the world, where users spend an average of 6 hours and 45 minutes per month. Twitter is the social network for news and short formats, where 74% of French users follow brands. Snapchat is the social network of choice for young people, making it the best way to reach Millennials. 46% of users follow brands on Instagram , the preferred social network for polished visual content. As for YouTube , more and more users aged 18 to 49 indicate that they watch more videos on this influencer platform than on any television channel.

Influencer marketing is about using an influencer’s fame, reach, and authenticity to bring visibility and credibility to your brand. Find out more about how to succeed with an influencer
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