Today, influencer marketing is a very important tool within social media outreach campaigns. This type of marketing consists of establishing a collaboration (paid or free) with influencers in a specific sector or field. The goal is to collaborate in the dissemination of specific content to promote a product or brand, increase the audience of a campaign and achieve greater reach. In short, influencer marketing allows us to promote focal points of the relationship between consumers and brands.

But what does it mean to be an influencer? In the different social networks we can find several examples of influencers, from celebrity profiles, tourism accounts, chefs, nurses, veterinarians, etc. There are celebrities who have become influencers, but this is not always the case. Being an influencer means being able to influence, reach followers with credibility on the topic they specialize in, providing opinions or comments on different brands and/or products or on a specific topic. Each influencer works daily to maintain and nurture their community of followers, providing content of value and interest to their audience.

When a brand launches a broadcast campaign on social networks, it should consider influencer marketing as part of its strategy, as it can lead to greater online visibility, brand awareness and better KPIs.

However, it is important to keep in mind that there are different types of influencers that can be grouped into two broad categories:

• MICRO-INFLUENCERS: These are profiles with between 1,000 and 50,000 followers. Because they have a smaller audience, they are perceived as more credible figures. These profiles tend to have an active community of followers, so they generate high engagement.
• MACRO INFLUENCERS: Their accounts have more than 100,000 followers. These are profiles that have a greater reach due to their large number of followers and are usually very professional influencers, so they generate credibility.

Depending on the campaign, it is advisable to use one type of influencer or the other, or a mix of both. It is very important to keep in mind that their audiences are different, in terms of number of users and topics, so before choosing an influencer it is important to make a study of the current KPIs, as well as other key information for the campaign to be carried out.

On the other hand, it is always advisable to work with profiles that share the values of the brand, so that the presentation is as natural as possible and always in line with the pillars of the brand.

It is also very important to take into account the positioning of the product to be shown, as it is necessary to avoid that users lose confidence in the brand and that it loses authenticity. Product placement must be carefully analyzed to ensure successful results.

At Global, we are happy to help you plan a broadcast strategy for your brand and work with you on your future campaigns.