The more visibility brands can achieve, the better. After all, this is one way to get noticed by potential customers. But, how to use social networks in this sense and strategically? You’ve probably heard of ads or even catchy content. However, it is possible to go further. So today, we are going to talk about influencer marketing.
In this post, you will understand what it is to work with digital influencers, who are increasingly gaining space in the communication plan of various brands. And you will learn how to put it into practice to bring more visibility to your business.
What is influencer marketing?
Influencer marketing is one of the branches of social media marketing. It happens, basically, thanks to digital influencers, who have influential and relevant profiles on one -or more- of the main platforms, such as Instagram, YouTube, Facebook, TikTok, among others.
In addition, influencers bear this name because they generate content capable of engaging and influencing their followers. That is why they are the basis of influencer marketing with promoneum. After all, the success of having them in the brand strategy will depend, in large part, on the connection they have built with the audience that follows them.
Thus, when they make recommendations for services or products, they do so for an audience with whom they have already developed a relationship. And so the chances that your recommendations will be considered are greater.
According to the official Twitter blog, 40% of people have already bought something right after seeing a tweet from an influencer they follow. And, according to the data published by Qualibest, buyers consider the opinion of digital influencers as the second most relevant at the time of purchase (50%), only surpassed by the opinion of their family and friends (56%) .
But what are the concrete results of investing in influencer marketing?
Back to work with influencers
Working on actions with digital influencers has proven to be a strategy that guarantees the economic return of brands. And, according to a report from the Influencer Marketing Hub, the average return can range from $ 7.65 to $ 20 for every dollar invested.
Therefore, it is not surprising that more and more companies are betting on influencer marketing. And the studies show it. According to the “ROI & Influence 2019” survey, in Brazil, two out of every three companies already include influencers in their communication strategies.
In addition, the same study carried out in 2017 showed that 64% of the companies surveyed had taken action with influencers. Two years later, the percentage was already 83%.
However, it is noteworthy that working with digital influence is something bigger than buying space in an influencer profile to advertise your brand. Next, understand what differentiates influencer marketing from the rest.
Creating a perfect marketing strategy for everyone is impossible. In the same way that no two people are the same, there are no two identical consumers. However, although we cannot control how everyone will react, several factors influence consumer behavior. Practically all successful companies rely on these factors. In this way, they stimulate the consumer’s subconscious and influence their decision process, which later becomes a sale and, therefore, benefits the company.
Factors influencing consumers
Although several factors influence all consumers, it is not enough to know them. It is necessary to understand them and know how to control them to transform them into benefits. Consumers have all the products they want at their fingertips. Choosing one or the other is highly dependent on the company. For this reason, they are forced to carry out studies on the buying habits of their consumers.
According to various studies, four essential factors that directly influence consumer behavior have been highlighted: cultural, social, personal and psychological aspects.
Cultural aspects that influence the consumer
According to the authors, cultural aspects have the greatest influence on the consumer. Therefore, the buying behavior is not the same in Europe as in Asia. The experts have created three subcategories: culture, subculture, and social class within the cultural aspects.
Culture is understood as the customs of a community. It establishes a series of basic behaviors and values that are common to all individuals. Usually, this is passed down from generation to generation. Companies take advantage of this culture to create a favorable context for the brand.
Subculture refers to smaller social groups. For example, there is a European culture and a Spanish subculture.
Social class is an even smaller subdivision that refers to consumer education, political power, professions, their knowledge … In general, people who belong to the same social class tend to have the same tastes. Price is a distinguishing factor within social class.
Consumer social aspects
Social aspects have a direct influence on the individual. While it is true that the cultural aspects are more focused on the environment, the social ones are more focused on the individual. Within the social aspects, we find three groups: the reference groups, the family, and the roles or status. The first two focus on dealing directly with the consumer (we buy something because a friend recommends it). However, roles and status have to do with how society sees you and how you want to be seen as an individual. In this sense, your shopping habits are directly linked to your superficial image.
Consumer personal factors
Among the personal factors that influence the consumer, we find aspects such as age, profession, financial capacity, lifestyle, personality … All these aspects make it possible to make a much more segmented product strategy.
