Learn more about the relationship between digital influencers and influencer marketing
What do you do before making a decision and buying a product?
CIncreasingly, influencer marketing is driven by digital influencers who promote brands and products on their online channels. By doing so, they engage their entire network, disseminating paid or organic content and creating engagement between brands, influencers, and followers.
For example: a publication in the Instagram A person who talks about a particular product was responsible for exponentially increasing 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, engagement on posts, or any other metric that demonstrates influence in the digital environment.
In other words, they are influential people for a certain niche and people with a certain common interest.
What is the role of digital influencers?
Being an extremely important agent in the purchasing decision processes of some 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 large numbers of followers have increasingly begun to influence the purchasing behavior of different audiences, whether it's when choosing a brand, product, or service, or even how they process the purchasing decision.
Furthermore, in most cases, a digital influencer's number of followers reaches millions.But what does this mean? It means that these people are present on social media and other various media outlets, 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 achieving visibility with an audience that really matters!
Therefore, by hiring digital influencers, companies can count on professionals who can easily deliver specific content to a significant and targeted number of followers. Using this as a marketing strategy allows them to reach an audience extremely close to the company's target audience.
Brand growth
With this information you may be wondering if this has any real value in converting sales or even generating leads. leadsEach case is different, but if your outreach strategy is well-defined with your target audience and influencer, you'll 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? It's easier than you think!
To find the right influencer, it's a good idea to research how this market works and find a professional who speaks the same language and has a similar audience as you.
Contact is usually made directly through social media. All you need is access to Instagram, for example. In their bio (information immediately after the user's name), digital influencers typically share all their contact information. Some may have some sort of intermediary agent or agency, while others may do it themselves.
Be aware!
You won't always be able to access the influencer you want. This isn't just due to difficulties contacting them, given the high demand for some digital influencers, but also due to issues surrounding the viability of the proposed partnership.
Of course, the budget must be considered, however, even if it is in line with what you intend to spend, it is still possible that they will not want to close a contract with you and your brand.
After all, this type of contract involves not only offering partnerships and well-paid services, but also the company's image and reputation, as well as its relationship with the influencer's audience in the digital environment.
Reputation with digital influencers
Just like traditional companies, for these professionals who make a living promoting brands, maintaining a strong reputation is essential. Therefore, you can be sure that your company's strategic actions will be implemented in conjunction with them.
Before investing in this type of initiative, you need to have well-defined objectives! Another tip is to have experience with content marketing and have a well-defined brand identity.
Understand what you want
Knowing how and what type of content you want to work with can help you invest wisely in influencer marketing. Working with influencers goes beyond social media campaigns, 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 publishing market, like the advertising market, was booming with major advertisers, women's magazines began hiring bloggers for their editorials, aiming to foster partnerships with brands and generate paid content in the magazines.
So, the idea was for the blogger to speak well about brands and advertisers, something similar to what happens today.
Back then, things were very different…
The significant difference between that era and today is that bloggers used to need media outlets to promote themselves to millions of readers. Therefore, magazines were the medium for this to happen. Furthermore, blog content was "organic" or paid for in exchange for products.
Today, the media are digital influencers!
After relationships arise in the social media Facebook, Instagram, Twitter, LinkedIn, YouTube, and other platforms that aren't as interesting in terms of numbers, many people started posting about their daily lives. The focus was on sharing what they ate at restaurants, what and where they bought, outfits of the day, good bars to go to, and other recommendations.
Thus, they began to generate word of mouth marketing and soon, sponsored publications (#publipost) began to profit in the accounts of Bloggers who became Influencers.
Here comes the profit
Seeing a profit, this turn of events led many people to post and comment on products, tagging and recommending them. And we already know the rest of the trend.
Now, hiring an Influencer as marketing strategy can cost millions. It's enough that she has more than a million followers, for example.
With all these changes, before making any purchase, people began researching on social media, comparing products and prices, and reading extensive reviews. This is the strategy of today's consumers.
