Influencer fever is a fact. For any type of launch, the first strategy that comes to mind of entrepreneurs who do not have much knowledge within the marketing area is the use of these web personalities to engage an audience similar to your ideal target. However, it is necessary to ask the question: “investing in influencers is the right answer?” ” After all, there are many other stratagems that can be used in their place capable of bringing results as good as.
In fact, there is no denying the influence of these personalities currently. In a survey conducted by StartSe, related to the use and effectiveness of influencers, as an example, 75% of respondents stated that they have already bought something because they perceived the product as a good opportunity presented by an influencer; in addition to 55% who said they have more confidence in buying from a brand indicated by someone they follow in some social network.
In terms of results, a study presented on the Harvard Business Review portal in 2022 showed that companies that had 1% of increase in investment in influencer marketing achieved an engagement growth of 0.46%, which suggests that the strategy can, in fact, result in a positive ROI. In practice, the use of influencers to increase brand recognition, talking to an audience that is within their area of interest and increasing connection with people, something that is not only not feasible, as extremely recommended to stand out against competitors.
The way in which they are consecrating space in the online environment, however, has been modified in recent years, moving from the figure of “focus” to one that more shows itself as the presenter of a lifestyle, and starting to serve as a chain for someone who seeks connection with customers while valuing to present the product as the main point of partnerships. With the arrival of Generation Z in the market, this type of strategy has been gaining even more strength, attracting the eye of brands and entrepreneurs to the fruits that can be harvested through this movement.
For those interested in making these partnerships, some care must be taken to ensure a good promotion of their products or services. When launching a new product, for example, forming a partnership with a digital influencer to only announce this novelty will work, at the best of their possibilities, if the introduction of the brand is gradually made to create a bond and interest on the part of followers. A tip that can help in this is to bet on the originality of this personality : something that, even according to the data of the same survey of Harvard Business Review, is responsible for an increase of about 15% in the ROI of influencer marketing.
Given these data, there is no denying that investing in partnership with influencers can be the right answer for many brands. The decision to follow or not this way may vary depending on the size of the business or company for which a marketing plan is being drawn. In addition, it is extremely important not to leave aside even more basic strategies and actions such as a paid media campaign on social networks, which can sometimes bring a greater ROAS that is much more interesting than a partnership action would bring.
Each business has the answer or the ability to analyze and define whether investing in influencers at the current time is interesting or not, so that, from this, seek the personality that best suits your target audience so that they can build an assertive strategy of communication and promotion of their products and services.
