How Influencer Marketing is Reinvented

He influencer marketing It has been changing a lot in recent years to align with new media consumption habits. Audiences are increasingly selective and thus micro influencers, specialists who They connect in a more real and close way with their audience.

From Orange We strive to ensure that influencers are genuine ambassadors of our products, who thoroughly understand our solutions and the real advantages of managing money from our app. To make your content organic and authentic, we develop a work process that includes, first, a welcome kit which serves as onboarding detail of our products and the tone of our brand.

Then, we perform a screening personalized in which we analyze the personal stories of the influencers to be timely with the functionalities that we amplify with each one. Joint creative search is essential, which leads us to encourage the creator to propose how to approach the content while remaining faithful to his style. In addition, we select ad hoc profiles for each campaign, because not all influencers “work” (are effective) for everything.

We choose the profiles that best fit each objective through an exhaustive analysis of metrics and storytelling. A practice that yielded good results in our 2024 plan was that of combine massive profiles with micro influencers or niche accounts that had performance metrics engagement interesting. For example, as a sponsor of the Professional Soccer League, we amplified the pre-sale of tickets for the last League Cup with fan accounts and achieved rates of “engagement rate” (interaction rate) much higher than the average.

The challenges for 2025 aim to continue promoting formats like those offered by TikTok or whitelisting of X and continue the exploring AI tools to improve performance. The use of this technology simplifies segmentation and thus helps achieve a genuine connection by appealing to creators with more specific audiences. Active listening is another very important element. We understand that adapting to emerging trends, technological advances and, fundamentally, changes in consumer behavior and preferences are key to a successful influencer marketing strategy.

The search for micro and nano influencers

Now, beyond this flexibility and adaptability of monitoring the effectiveness of campaigns and adjusting strategies on the fly, maintaining the focus on authenticity and organic content will continue to be important for next year. Genuine collaborations and personalized narratives will continue to take center stage. New formats, short videos, niche platforms and immersive experiences will dominate the landscape. Therefore, hyper-personalized segmentation will be essential to create specific initiatives that impact smaller and more exclusive audiences.

This leads to the micro and nano influencersof up to 1000 followers, are increasingly useful to achieve better participation rates. When choosing them, it is important that these content creators represent different cultures and perspectives to allow for diversity and, in addition, to make the material richer. It will also be an added value that the content they generate encourages interaction to further involve their community. And if the objective is to establish long-term relationships with these profiles, you can choose to undertake ambassador programs that allow communication that extends over time.

With transparency and ethics to maintain the trust of the audience, with the measurement of the impact of the campaigns through strategic objectives that allow understanding the return on investment and the definition of key indicators (such as engagementbrand recognition or sales) that define the success of each campaign, the best possible practices are used to complement creativity with quantitative information. Brands like Naranja Those who focus on authenticity, intelligent analysis and innovation will be better positioned to leverage influencer marketing effectively..

Leader of the Naranja X Content team.