The global market of the creator's economy is worth about 250 billion dollars, currently, potentially doubling this number (480 billion) by 2027, according to a survey by Goldman Sachs Research, released in 2023. The exponential growth of the market reflects in other areas, like in influencer marketing, that is expected to generate 24 billion dollars worldwide in 2024, according to The Influencer Marketing Benchmark Report 2024
Such projections increasingly promote the profession of digital influencer, that grows proportionally, and raises doubts in the minds of many brands about how to choose the right one to promote their products and services. In this scenario, the algorithm acts as a facilitator, once he can help companies choose a profile by identifying accounts with high organic and authentic engagement, that are prioritized by the platforms.
According to the director of international talent at Viral Nation and influencer marketing expert, Fabio Gonçalves, when analyzing interactions, relevance of content and reach, the algorithm indicates influencers who generate the most impact with their followers, helping in the process of choosing brands. According to him, there are several strategies that brands can use to leverage the algorithm to their advantage
Brands should focus on influencer engagement, instead of just the number of followers. The algorithms prioritize authentic interactions and relevant content, what makes the engagement rate a crucial factor. Furthermore, real-time data analysis allows identifying influencers whose posts continue to appear in their followers' feed, even with the limitations of the algorithm, helping brands achieve greater organic exposure, say
According to the influencer agent, understanding the specificities of each platform is essential in this process: “Another important point is adapting to the algorithm of each platform. Influencers who understand how content is prioritized on different social networks, like TikTok and Instagram, can generate better results. Furthermore, the intelligent use of segmentation allows content to reach users who have already shown interest in specific niches, ensuring a more qualified audience and maximizing the impact of the campaign
Just like in any area of marketing, the ROIReturn on Investment, Return on investment is the thermometer that defines whether the partnership was advantageous or not for the company. In order to maximize this financial metric, used to know how much the brand earned from a certain investment, it is essential to prioritize the alignment of values and target audience, focusing on influencers who share their principles and have an engaged community, according to Fabio. The professional emphasizes that, furthermore, it is important to set clear objectives for the campaign and monitor advanced metrics, how the cost per acquisition (CPA), to assess the real impact of the influencer, going beyond likes and views. Brand awarenessbrand awareness, conversion, downloads, sales and other derived objectives are also fundamental in the opinion of the director
Finally, Gonçalves cites other methods that can generate good results for brands: "Conducting tests with different influencers and formats, along with continuous optimization, can improve the results of the campaigns. Investing in long-term partnerships strengthens the connection with the audience, increasing trust and ROI. Furthermore, explore smaller niches, as micro and nano influencers, offers an excellent conversion opportunity at a more affordable cost, due to the proximity of these creators with their followers
