The figure of influencers has become very popular in the world of marketing since it has humanized communication channels, putting a face to trends and turning unknown people into celebrities overnight, but the truth is that in order to working with this dynamic, it is necessary to know strategies to get the most out of it.
Influencers can be defined as people who specialize in creating digital content on a specific topic, becoming experts or references on a topic. It is the development of a personal brand that becomes attractive to different types of audiences. Influencers do not necessarily have a professional background, however, they end up grouping audiences in sectors that can be taken advantage of.
The audiences that manage to group influencers serve to bring together a specific demographic on the same platform that can be really important for the development of marketing animated explainer video strategies , it is there when working with these digital figures ends up giving excellent results, as long as the creation of organic, quality content that is always monitored by both parties.
When influencers work on a marketing plan, it is important to know and respect its dynamics, since they will dictate how effective the messages can be. An influencer can be considered in this category both by grouping a mass of followers and a large audience, as well as smaller sizes but just as valuable thanks to their characteristics and purchasing power, among other traits that will give greater visibility.
What should be required when working with influencers?
Being able to create alliances with influencers can be really advantageous as long as you have certain parameters that must be required. Influencer marketing turns these people into the vehicle to deliver a message, so in a way they become ambassadors of a brand, which is why its values should not be sacrificed at any time, either in form or content, as it could be counterproductive.
It is necessary to demand from influencers a detailed demographic profile of their audiences to know how to design the messages, as well as a clear profile of their work dynamics, including messages, the graphic part, the dynamics and frequency of publications, as well as everything what to know before starting your influencer marketing plan . Avoiding misunderstandings also avoids potential negative brand exposure.
The legal part of the compliance of the alliance must be designed by professionals who look after the interests of both parties. The brand must take care of every detail of the way it is projected by the influencers.
Brand values and influencer marketing
Although influencers have the freedom to communicate organically with their audiences, it is necessary to know what the brand values are associated with this person who is considered an expert on a topic. Whether for lifestyle, comedy, cooking, nutrition, fashion, sports, health, entertainment, all these personal profiles must have something in common with the brand they are going to advertise, so the messages will reach the target audience.
There are scenarios where influencers have never used or knew the brand that is seeking to develop a marketing plan with them and when this happens abruptly and immediately, it is notorious how the message ends up being cold and ineffective for users. The ideal is to invest in a prudential time of tests, so that this new spokesperson can speak with property of the products or services that the brand offers.
It is very important to be able to study the options well so that an influencer marketing plan is effective for both parties, since these new communication vehicles represent an investment that will not last in time in all cases. Evaluating and projecting the results and making a comparison with the final effectiveness, will be the best way to evaluate this type of digital strategies.