Learn more about the relationship between digital influencers and influencer marketing
What do you do before making a decision and purchasing a product?
Increasingly, influencer marketing is driven by digital influencers who promote brands and products on their online channels. This way, they engage their entire network, spreading paid or organic content and creating engagement between brands, influencers, and followers.
For example: a post on Instagram discussing a specific product was responsible for exponentially increasing the demand for that same item in physical stores and online. This is influencer marketing!
But who are the influencers?
Digital influencers are responsible for producing content independently. Their profiles on certain social networks are extremely relevant, meaning they have a large number of followers, high interaction on posts, or any other metric that demonstrates influence in the digital space.
In other words, they are influential people for a specific niche and individuals with a common interest.
What is the role of digital influencers?
As an extremely important agent in the purchasing decision processes of certain audiences, for a brand, the role of digital influencers is to try out products and services in order to promote them on their networks, whether by photographing, making videos, or using any other form of content dissemination.
Do you know how this phenomenon gained so much relevance in Digital Marketing?
Because people with a large number of followers increasingly began to play a role in influencing the purchasing behavior of different audiences. Whether when choosing a brand, product, or service, and even in how they process the purchasing decision.
Moreover, in most cases, the number of followers of a digital influencer reaches millions. But what does that mean? It means that these individuals are present on social networks and various other communication channels, reaching millions of people with a common interest.
What is the advantage of hiring digital influencers?
In this scenario, one of the main advantages of hiring an influencer for a brand is to achieve visibility for an audience that truly matters!
Therefore, by hiring digital influencers, companies can rely on professionals who can easily deliver specific content to a considerable and segmented number of followers. Using this as a marketing strategy makes it possible to reach an audience that is extremely close to the company's persona.
Brand growth
With this information, you might be wondering if this has real value in converting sales or even generating leads. Each case is unique, but if the outreach strategy is well-defined with the persona and the influencer, you will certainly see exponential growth in your brand's revenue.
Is it possible to hire a digital influencer for my brand?
Do you already know the niche you want to target? Then, it’s easier than you think!
To find the right influencer, it’s interesting to research to understand how this market works and find a professional who has the same language and a similar audience to yours.
Usually, contact is made directly through social networks. Just access Instagram, for example. In the bio (information contained right after the username), the digital influencer usually shares all the contact details. Some may have an agent or intermediary agency, while others may handle it themselves.
Be aware!
You may not always be able to access the desired influencer. Not only due to difficulties in contacting them because of high demand for certain digital influencers, but also due to issues involving the viability of the proposed partnership.
Of course, the budget must be considered, but even if it aligns with what you intend to spend, it’s still possible that they may not want to finalize a contract with you and your brand.
After all, this type of contract does not only involve offering partnerships and well-paid services but also the image and reputation of the company, as well as its relationship with the influencer's audience in the digital space.
Reputation with digital influencers
Just like traditional companies, for these professionals who live off promoting brands, maintaining a high reputation is essential. Therefore, you can be sure that your company's strategic actions will be carried out in conjunction with them.
Before investing in this type of initiative, it’s necessary to have well-defined objectives! Another tip is to have already worked with content marketing, as well as having your brand identity well established.
Understand what you want
Knowing how and with what type of content you want to work can help you invest correctly in influencer marketing. Much more than running campaigns on social media, working with influencers is investing in relationships with a specific target audience, directly impacting their purchasing journey.
Retrospective: where did it all begin?
In the mid-2000s, blogs emerged in Brazil. As the editorial market, like advertising, was booming with major advertisers, women’s magazines began featuring bloggers in their editorials, aiming to stimulate partnerships with brands, generating paid content in the magazines.
Thus, the idea was for the blogger to speak positively about the brands and advertisers, something similar to what happens today.
Back then, things were quite different...
The noticeable difference between that time and the current era is that back then, bloggers needed media outlets to promote themselves to millions of readers. Therefore, magazines were the means for this to happen. Furthermore, the content of blogs was either “organic” or paid in exchange for product swaps.
Today, the means are digital influencers!
After the rise of relationships on social networks like Facebook, Instagram, Twitter, LinkedIn, YouTube, and others that are no longer as interesting in numbers, many people began posting about their daily lives. The focus was on showing what they consumed in restaurants, what and where they bought, outfit of the day, good bars to visit, and other recommendations.
Thus, they began generating word of mouth marketing, and soon, sponsored posts (#publipost) started to monetize the accounts of bloggers who became influencers.
Here comes the profit
With profit entering the scene, many people began to publish and comment on products, tagging and recommending brands. And the rest of the wave we already know.
Now, hiring an influencer as a marketing strategy can cost millions. Just ensure they have over a million followers, for example.
With all these changes, before making any purchase, people began to research on social media, compare products, prices, and read many comments. This is the strategy of today’s consumers.