Author: Patrizia Deidda
Publication date: 30.05.2024
With the birth and development of the figure of the influencer also the world of marketing has evolved creating a branch that deals precisely with involving a testimonial, a blogger, a digital creator in order to validate and communicate to its followers the effectiveness of a brand, of a product or service.
However, although nowadays it is a very developed practice, it is not easy to define. Simplifying we can simply say that influencer marketing is a strategy that uses sponsorships and mentions from influencers, that is, from individuals who have a very wide social following and are seen as experts in the field in which they operate, also defined as "niche".
Every influencer, in fact, deals with a particular "niche" or sector and deals with influencing that circle of people through the publication of continuous content on various social networks.
In 2020, according to the School Management Multichannel Observatory, 65% of users have searched online for useful information about products or services to buy and more and more people rely on influencer to get advice on the best product to buy.
How does influencer marketing work?
As we said earlier, influencer marketing works because of the high trust in their followers that influencer have built up across channels over time. Their advice, in fact, is perceived as an attractive form that leads people to buy sponsored products, leading people to become potential customers of that particular brand that they choose to sponsor.
The strategy of influencer marketing
To do influencer marketing, it is important to know that at the base of all there must be a strategy. In fact, it must contain a series of steps that will or will not lead to the result we hope to achieve.
1. At the basis of the strategy lies the choice of the channel to use. Your choice will be crucial because it allows you to reach the audience you want to persuade. When choosing a channel, influencer will try to use some social media over others based on the audience they target. For example, Instagram is one of the leading platforms used to do influencer marketing. Being very versatile, since you can go from fashion themes, to travel, to food, to fitness and so on, you can reach a much larger audience and with a predominantly more female target. Youtube is also one of the main channels used, however, the target to which it is focused is predominantly male.
2. The second step consists of identifying the influencer. This step is also of fundamental importance, because the company that chooses the figure that will sponsor that particular product must reflect the core values of the company in such a way that it is credible in the eyes of the public. This will certainly facilitate the sale of the product or service.
3. The third and final step is the establishment of guidelines. When you decide to cooperate it is important to establish guidelines that you will have to comply throughout the course of the work. This will allow both to avoid confusion, but also to be credible and professional in the eyes of the public.
Conclusions
Following a brief analysis of the influencer marketing phenomenon, we can come to the conclusion that the birth of this phenomenon has upset the marketing world. If previously sales were possible only and exclusively physically, with the arrival of the internet and the birth of influencer this world has expanded, making the sale much more practical, fast and accessible to all. The figure of the influencer, therefore, represents a cornerstone and a point of connection between the world of marketing and the world of social, which led to the birth of a phenomenon of high importance.
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