Cafés and taverns fill up after receiving a recommendation from Chica del brunch, el Club del bajan, Amantes del morfi or Entre tostadas; millions of people join the recipes of Paulina Cocina or Locos X el Asado. Many others take care of their skin with the advice of Dadatina, Amadorablog, follow tutorials by Anto Fossati or Lucian Makeup; follow fashion trends with Sofi Gonet, Joaquín Vázquez or Vicky Mezquita; visit new places through Ceci Saia, Malika viajes or Vagamundos; they even try to learn about ecology with Marsinplast.
One by one, these influencers They grew from communities with which they shared a point of interest, until they became giants that today reach thousands, even millions of people.
How can we join this powerful connection between audiences and content creators?
The rise of niche marketing
He influencer marketing is getting bigger every day. Both the number of profiles and investments are growing minute by minute, becoming a unique opportunity for those looking for new audiences. According to Statista, this market has tripled since 2019. This year, it is expected to reach the record figure of 24 billion dollarsAnd it’s just the beginning…
In Latin America, 32% of people use Instagram to connect, share photos and search. According to a report by Influencity, in 2023 Content leaders accounted for 9% of users in the region, and 3% of the total populationmatching the “influencer density” of the United States, and surpassing Europe (only 1.6%).
Most creators produce posts related to the lifestyle (14%), the music (11.3%) and the beauty (7.5%); however, specialized profiles can be found in almost any topic, which opens up a range of possibilities and access to new audiences.
Marketing managers undoubtedly have a favorite social network: Instagram accounts for 89% of investments and deals, according to HypeAuditor. However, the future could be in videos, as TikTok It triggers more actions and reactions, reaching a engagement of 11.4%.
The figures anticipate a huge expansion of the segment, and no company can be left out of this trend if it seeks to gain loyalty. Precisely, The strength of influencers is credibility.
Reach vs. Engagement
Four out of five creators (79.8%) in Latin America are nano or micro influencersa great advantage for brands, as they stand out for have higher participation rates (likes, comments and shares). These influencers with up to 100,000 followers have a stronger and closer connection with their followers, which they can transfer to your brand, if it matches their values and the interest segment of their community.
When making a collaboration, the priority should be commitment and credibility, which is as important or more important than the reach of a profile. Among the main advantages are:
- Increase visibilitybrand awareness and recognition.
- Generate conversations meaningful with the public, enabling exchanges about products, references and genuine opinions.
- Credibility testtransferring the authenticity of the creator to your business communications. Real-time data of the audience and how to challenge them with assertive messages that generate an impact.
- Enriching the creative processinspiring new ideas for the brand.
In this way, influencer marketing can be the push your digital communications need. It is not just advertising, but a exchangewhere the creator, followers and brand all benefit equally. With the right profile, it could be the perfect boost to the positioning and reach of the strategy.
That is precisely one of the great challenges: although 68% of marketers plan to increase budget For sponsored content on social media next year, 61% acknowledge the difficulty of finding suitable profiles for the campaign, according to a report by The Influencer Marketing Hub.
To facilitate this search, there are free tools powered by Artificial Intelligence that can help us in the task of filtering and recognizing influencers according to areas of interest. Some of them are: Affable.ai, HypeAuditor, Storyclash, Influence.co, Discover.ly, either Tweetdeck.
Steps for a successful collaboration
Each influencer is, in itself, a brand that was built on the basis of effort and quality in the content. That is why the link must be reciprocal. How to start a relationship of trust?
- Identify the platforms and social networks more attractive for your campaign.
- Analyze the latest tendenciesprevious strategies of similar brands, and hashtags related to the topic.
- Look for the differential that you are going to communicate, and track down niche influencers who speak to your audience.
- Observe the profiles with more interactions, credibility and coincidences with your brand values.
- Think of one proposal mutually beneficial, that is attractive, with the aim of convincing the influencer and, through him, his followers.
Finally, the digital marketing strategy must have one last but fundamental step: the resilienceThis means that you must be prepared to reinvent yourself along the way, when necessary.
Social media is an area that has changed over time and continues to evolve. Success is never guaranteed, but is achieved through a constant effort to gratify our collaborators, users and consumers, with constant inventiveness and originality. In this difficult task, influencers can help us the most: they are the experts in evolve along with its media and audiences.
Co-Founder of WE LOVE MEDIA.
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
