Influencer marketing is one of the most used tools by many brands for their advertising strategies. An influencer creates relatively inexpensive content , increases the level of trust in their product and helps grow their presence on social media. This marketing is a performance channel to predict the results and see what is worth investing in or not.
According to Maria Marques , Marketing Manager at HypeAuditor, in an interview with MarketingDirecto.com , more and more brands are recognizing that influencer marketing is more efficient compared to traditional marketing methods, such as television, since influencers can become their next brand ambassadors. They can help the company create a close relationship with the audience.
Sectors that are most committed to influencer marketing
According to data from HypeAuditor , the sectors that use influencer marketing the most in Spain are Beauty, Fashion Brands and Ecommerce . Zara, Shein and Netflix are the 3 most mentioned brands by Instagram influencers in Spain during the last 180 days.
Influencer Marketing
To carry out a campaign with an influencer, it is important to analyze the competition, be clear about the KPIs and look for influencers relevant to the product or service that the company wants to offer.
We divided influencers into two groups based on their size. saudi arabia number data Mega-influencers (those with more than 1 million followers) have a more significant reach and are more expensive to campaign with. This type of influencer is suitable for brand awareness. Nano-influencers (1k-10k) have a smaller reach, higher engagement rates, and affordable prices, and can bring more conversions.
“In the past, influencer marketing included almost only celebrities who provided repetitive posts, and their content seemed less authentic. Luckily, this has changed in the past years, as most micro-influencers create niche-specific content and can increase your brand’s visibility among a distinctive and interested audience,” Maria tells us.
According to HypeAuditor, a high number of followers does not guarantee good engagement. “Brands, such as Shein, are betting on nano and micro influencers, because they know that these types of creators speak to the brand’s target audience and have greater engagement.”
To choose what type of influencer is necessary for a company's campaign, we must think about the objective of your campaign : generating brand awareness, offering products, selling and publishing content produced by creators...
Effective influencer marketing must be data-driven . “There are influencer marketing tools that can help you find the right profiles, as they have advanced search filters and allow you to evaluate content and audience interactions,” Maria tells us.
Influencer Marketing
You can search for specific niches, for example: