From buzz to sales: integrating influencers and media is the key to more effective campaigns

The debate influencers versus paid media has already sold out.In a fragmented digital landscape, with consumers transiting through multiple channels and formats, the choice is no longer OR and it became E. Social networks, video platforms, websites and apps compete for the attention of a dynamic and multifocal audience, demanding more complex and complementary strategies. After all, how to reach a consumer who seeks entertainment on social media, information on specialized portals and immediate solutions in shopping applications?

TODAY's consumer is a multitasker it transits between platforms with different objectives and expectations, and brands need to be present at these different times in an integrated and strategic manner”, says Bruno Almeida, CEO of US Media. The executive argues that the combination of influencers and paid media is fundamental to strengthen the advertising impact at all stages of the consumer funnel.

Data from Matter Communications proves the strength of influencers: 69% of consumers trust their recommendations more than direct messages from brands.However, BrandLovers estimates that R$1.57 billion are wasted annually in Brazil in poorly structured influence campaigns, often by the lack of integration with the media. “It is how to build a house without foundation buzz, but without the media to sustain and direct this buzz, the potential is lost”, explains Almeida.

Orchestrating influence and performance: the key to successContent creators generate empathy, conversations and authentic connections. Paid media, in turn, ensures reach, segmentation and predictability. Almeida reinforces that, when planned in an integrated and complementary way, these fronts are enhanced.“Influencers open the dialogue, and the media sustains it with precise segmentations, making it easier to understand the needs of the media retargeting and intelligent use of data, leading the consumer through the purchase journey from interest to the” conversion. The lack of this continuity, warns the CEO, is one of the main bottlenecks in the performance of digital campaigns.

Investing in hybrid campaigns allows brands to achieve different communication goals in an integrated way. awareness and generate desire for a product, programmatic media drives qualified traffic to the e-commerce“It is like an orchestra, each instrument has its role, and the combination of all creates a perfect” symphony.

Latin America: a promising scenario for integrationWith high digital penetration, strong community culture and openness to experimentation with new platforms and formats, Latin America emerges as a fertile territory for integrated campaigns.“O TikTok, for example, is already the main source of news for 75% of Latin Americans, according to Comscore”, highlights Almeida. “Digital influence permeates consumer decisions, and brands need to be aware of this. We have as a practical example the arrival of TikTok Shop.”

Diversification and measurement: pillars of the campaigns of the futureFor the CEO of US Media, the future of advertising lies in multichannel campaigns, which integrate different platforms, formats and voices. “People circulate between social networks, websites, videos and apps. Brands need to use data and technology to create unified and fluid campaigns, accompanying the consumer on his or her” journey, he says. Diversification is not just about distributing the budget, but rather creating smarter and more relevant campaigns, with adaptive narratives and formats that resonate with the audience on each channel.

“I believe we are at a key moment.The challenge is not to choose between influence or media, but integrate the two intelligently. When this happens, the result is much greater than the sum of the parts, generating campaigns that truly resonate with the public and generate value for the brand. The consumer journey has changed, and brands that do not follow this change will be behind”, concludes Almeida.